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