adidas
Basic fee falls as Juventus renews Adidas deal
Juventus has announced a 10-year extension to its deal with Adidas worth a basic €408m, with the club having now locked in long-term renewals with its two top-tier sponsors.
DFL ‘explores’ Adidas investment option
The long search by the German Football League (DFL) for an external financial backer could end with Adidas making a €100m ($111m) strategic investment in the Bundesliga, it has been reported.
Adidas wins back DFL ball contract from Derbystar
Adidas is to return as the official ball supplier of the German Football League (DFL) next year, ending Derbystar's long-held grip on the contract
Liverpool x Adidas: Football’s ‘worst kept secret’
Adidas has described its new kit supply deal with Liverpool FC as "the worst kept secret in football" -- almost a year after SportBusiness exclusively broke news of the agreement.
Coca-Cola sponsors Club World Cup despite legal row
Coca-Cola has been announced as a sponsor of the Fifa Club World Cup in an apparent resolution to the company’s legal dispute with the global football federation.
Latest Kings League event draws strong interest
More than 20 media outlets worldwide and a handful of major global brands are backing the inaugural Kings World Cup of Nations, which kicked off in Italy yesterday (Wednesday)
Brazil betting craze helps Atlético-MG to record deal
Campeonato Brasileiro Série A club Atlético-MG has secured the most lucrative sponsorship contract in its history with the signing of H2Bet.
Puma holds off Adidas over Jamaica athletics deal
The Jamaica Athletics Administrative Association (JAAA) has quelled months of speculation by extending its kit supplier deal with Puma, despite strong interest from rival Adidas.
FFR replaces troubled Le Coq Sportif with Adidas
Concerns linger over the financial health of Le Coq Sportif as the French Rugby Federation (FFR) moves on from a six-year kit supply term to return to previous sponsor Adidas.
EXCLUSIVE: Adidas in advanced Audi F1 talks
Adidas is close to landing a deal with the Audi F1 team, which would mark its second agreement in the Formula 1 market with a major German manufacturer, SportBusiness can reveal.
Como signs with Adidas ahead of Serie A return
Como 1907 FC, which is returning to Serie A for the first time in more than two decades, has signed a multi-year kit supply deal with Adidas.
Adidas returns to Saudi esports scene with World Cup sponsorship
Adidas has taken a significant sponsorship position at the inaugural edition of the Esports World Cup, taking place in Saudi Arabia next month
Aston Villa seals first Adidas tie-up, Castore turns to Everton
Aston Villa will play top-flight European football for the first time in 41 years with a new kit supplier, as well as record shirt sponsor, after a multi-year agreement with Adidas was signed off.
Flamengo extends Adidas connection with improved kit deal
A contract extended through to the end of 2029 will see Flamengo entitled to an increased minimum guarantee of R$74m (€13.3m/$14.2m) per year.
EXCLUSIVE: Liverpool to swap Nike for Adidas in new kit supply deal
Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal.
Adidas ‘eyeing up’ battle with Puma for Jamaica athletics kit supply deal
Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.
Stage set for bidding war as FFF launches kit supplier tender
The French Football Federation (FFF) has officially launched a new kit and apparel supplier tender process, with competition expected on incumbent Nike from major rivals Adidas and Puma.
Shock as Nike ousts Adidas as Germany kit supplier
One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…