February 25 – The renewed global partnership between Kings League and Adidas demonstrates how single-entity leagues are rewriting the commercial playbook in modern football, and the all-important revenue generated from jersey sales.
Under the three-year agreement, Adidas remains the official technical partner of Kings League, supplying kits, apparel, and equipment to teams, players, referees, and staff across every Kings League competition worldwide. In conjunction with that, Adidas will also produce lifestyle collections and performance wear for fans.
In a single-entity structure, the league owns the commercial rights. Kit deals, sponsorships, and merchandising see revenues distributed across the club ecosystem. It is a model used by Major League Soccer who signed a deal valued at $830 million that runs until 2030. No value was given for the Kings League deal.
By controlling kit rights at the league level, Major League Soccer created stability, guaranteed income for every club, and a unified brand identity.
Kings League is following a similar path. The Adidas agreement covers all seven men’s and two women’s competitions across Spain, Mexico, Brazil, Italy, France, Germany, and the Middle East and North Africa, as well as the Kings World Cup Nations and Kings World Cup Clubs. In the Queens League, Adidas replaces Spanish brand Oysho as technical partner.
“Both the Kings League and Queens League have given young and diverse audiences a new way to engage with football,” said Adidas Football general manager Sam Handy. “Their continued growth clearly shows the enormous appetite for innovative new formats.”
The Kings League has been on a tear since the year, securing $63 million in funding from an investment round led by Alignment Growth, with additional backing from Left Lane, Antifund, Bolt Ventures, and founding company Kosmos.
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