Kings League renews adidas global partnership until 2028

Kings League has renewed its global commercial partnership with adidas, with the sportswear brand remaining the competition’s Official Technical Partner until June 2028.The renewed agreement covers all regional Kings League and Queens League competitions in Spain, Mexico, Brazil, Italy, France, Germany and the MENA region, as well as the Kings World Cup Nations and Kings World Cup Clubs.Kings League said adidas will continue to supply teams, players and staff with technical apparel, along with the official match ball and other equipment.The renewal is a significant commercial step for the creator-led football property as it continues to scale internationally across men’s and women’s competitions, while maintaining a single global technical partner across multiple markets.Sam Handy, GM adidas Football, said: “Both the Kings League and Queens League have given young and diverse audiences a new way to engage with football. Their continued growth clearly shows the enormous appetite for innovative new formats.“As well as our shared love of the sport itself, we continue to admire the fostered connection between Kings League, Queens League and the communities brought together around the games and players through the streams, events and global competitions.“Renewing this exciting collaboration reflects adidas’s shared ambition to grow football culture beyond the pitch and to always be present where new forms of engagement emerge.”Djamel Agaoua, chief executive of Kings League, said: “Renewing with adidas is a major milestone for Kings League as we continue to scale globally. This partnership spans our core leagues, our women’s competition, and our biggest international tournaments, giving us the consistency and credibility needed to grow at pace.“adidas is more than a technical partner – they are a strategic collaborator in how we build a modern, creator-led sports ecosystem.”Kings League said adidas first joined in 2023 and described the brand as an early partner in its growth from a Spain-based start-up competition into a multi-region property with annual global tournaments.