Celtic strike ‘long-term’ partnership extension with adidas
May 1 – Celtic have renewed their partnership with adidas with a landmark, long-term deal, reportedly extending their collaboration for a further ten-years.
Technical
Canada’s Northern Super League start-up secures hummel as kit provider
December 19 – The start-up Northern Super League, the professional women’s league that launches in 2025 with six teams, has unveiled hummel as its official kit provider.
Leeds earn their stripes for Adidas extension as they push for Premier League return
November 1 – Adidas, one of the world’s leading sports brands, and Championship club, Leeds United, have officially announced an extension of their partnership first signed for the 2020/21 season.
Danes push the fashion boundaries with new Hummel and Halo designed shirt
October 25 – Next month, Denmark in collaboration with cult kit manufacturer Hummel, and Danish fashion brand, HALO will wear a special limited-edition jersey when they face European champions, Spain, in the UEFA Nations League.
Adidas earn their Liverpool stripes with £60m+ a year deal
October 24 – Liverpool FC has unveiled German sportswear company Adidas as the club’s new kit supplier in a deal expected to bring in the region of £60 million a year.
Decathlon brands its Kipsta ball for Europa and Conference leagues
September 13 –Decathlon begins life this month as the new official ball supplier of the Europa League and Conference League in a three-year deal starting with the 2024/25 season.
Hummel warm to kit deal with Greenland as they chase Concacaf membership
September 2 – Hummel has entered into a new four-year agreement with the Football Association of Greenland which will see the Danish sportswear brand produce and design the nation’s kits until 2028.
Hummel adds LaLiga’s Celta Vigo to growing club kit roster
June 4 – La Liga’s RC Celta Vigo has signed a five-year deal with Hummel which will see the Danish sports brand become the club’s official kit supplier until 2029, replacing Adidas.
Three stripes are out after 70-year run as Nike swoosh in for DFB deal
March 22 – The German FA (DFB) will drop Adidas for Nike as a kit supplier, bringing to an end a seven-decades-long partnership with the Bavaria-based sportswear giant.
Brazil’s Endrick poised for groundbreaking New Balance boot deal
November 24 – Real Madrid-bound Brazilian starlet Endrick is set to sign a long-term boot deal with New Balance after becoming the third-youngest player to feature for Brazil earlier this week.
Hummel agree Denmark kit extension through to 2032
November 24 – Denmark has extended its long-term agreement with Hummel in a deal that will see the Danish sportswear manufacturer continue to produce Denmark kits until 2032.
Castore expand into Netherlands with Feyenoord deal
January 29 – UK sportswear brand Castore has entered the Dutch market with a six-year kit deal with Feyenoord, also becoming the club’s retail partner.
Adidas’ new Algerian kit crosses too many cultural boundaries, says Morocco
October 4 – A new kit unveiled by Algeria’s national team has drawn the ire of arch-rivals Morocco who have asked for it to be pulled.
Adidas trade on Reggae Girlz World Cup qualification to take over Jamaican kit deal
August 9 – Adidas is taking over from Umbro as the sponsor of the Jamaica Football Federation (JFF) and official kit supplier to its national teams.
FILA return to football with Vicenza deal as first step
July 13 – Iconic Italian leisurewear brand FILA is returning to football after a 20-year gap, agreeing a three-year technical sponsorship with Italian Serie C side LR Vicenza.