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FA in talks with Nike and Adidas as bosses seek a kit link for historic new diversity code

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FA is in talks with Nike and Adidas as bosses look for leading brands as a kit link for historic new diversity code

  • Leading sportswear brands have held talks with the football association
  • The FA wants brands like Nike and adidas to adopt the new diversity code
  • Southampton is the only Premier League club not to join the initiative

By Sami Mokbel for the Daily Mail

The Football Association is in talks with the world’s leading sportswear brands about buying the historic new diversity code.

An FA link with the top brands could prevent clubs that have not signed the code from making lucrative sponsorship deals, including contracts with kit manufacturers.

Sportsmail understands that discussions have taken place with Nike and Adidas about their involvement in the code that aims to increase equality and diversity in the game.

Nike, who make the kits for the England team, have been in talks about partnering with the Football Association as a kit link for the FA’s historic new diversity code launched this week.

Sportsmail has also understood that adidas, which makes the Manchester United kits, has been in talks

Sportsmail has also understood that adidas, which makes the Manchester United kits, has been in talks

Sportswear companies are pumping millions of pounds into football through partnerships with clubs, players and federations and have a very visible presence within the sport.

The FA believes those companies can play an influential role in their mission to make the code that launched earlier this week a success.

The ways in which the companies can help are yet to be finalized, but securing their support could lead to unaffiliated clubs struggling to negotiate commercial or sponsorship deals.

Southampton is currently the only Premier League team not to sign up for the initiative

Southampton is currently the only Premier League team not to sign up for the initiative

Forty-two teams became founders of the code when it was announced Tuesday.

Southampton is the only Premier League club that has not signed up. Talks with Saints officials are underway and FA insiders believe the club will join.

Paul Elliott, Chair of the FA’s Inclusion Advisory Board, will continue discussions with EFL clubs as English football’s governing body works to increase membership of the code.

The benefits of signing up will be discussed at an EFL board meeting on November 5, when clubs will have a clearer idea of ​​whether to join.

Some clubs did not register due to concerns that the consultation period was too short. Clubs argued that they were not approached until late in the process.

The drive - led by Paul Elliott - is aimed at increasing diversity and inclusion in English football

The drive – led by Paul Elliott – is aimed at increasing diversity and inclusion in English football

Only 19 of the 72 EFL clubs have joined, but the FA will conduct one-on-one talks with clubs that have not signed up for the code.

The FA’s focus will now turn to developing a similar diversity code for grassroots football, with discussions already underway.

“The next step is the base code,” said Elliott. It’s like Sir Alex Ferguson is winning the Champions League and he’s already planning for next season. You enjoy the moment, but now I am shaping the basic code.

“I see the professional code as the stardust, but the foundation on which I think English football should be built is within the basic code.”

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