An example of brand awareness is the deal between Manchester United and Adidas. When Nike announced at the end of the 2014-2015 season that it would not renew its kit sponsorship with Manchester United, Adidas was called upon to sponsor the English giants. The deal proved to be the most expensive kit sponsor deal in the world, “a 10-year deal worth £750m, around £75m a year” (Wilson, 2014) With the famous Adidas logo and "Red Devil" on the kits, Manchester United is seen as a brand in the world of football, as the club begins to promote an image. With this new successful image, Manchester United can bring in better players to promote the club's victories, such as Adidas-sponsored French international star Paul Pogba. After a record transfer fee of £142m, Paul Pogba brought a new image to the club itself, bringing in superstars to give Manchester United more wins in and around England