In-Depth: How Sportswear Giants Adidas & Nike Distribute Their Sponsorship Expenses
This year will be utterly important for the two largest sportswear brands in the world, Nike and Adidas, since many big sports events such as 2021 Copa América, UEFA Euro 2020 or 2020 Summer Olympics will take place. The spending capacity of the average person might decrease in the upcoming years due to Coronavirus disease 2019, but this does not influence any deals Adidas or Nike have already closed.
However, we can already notice the impact Coronavirus has on professional sports and the contracts by taking a look at sponsorship agreements closed in the last 12 months or the fact that Ligue 1 has immense problems to even sell their television rights.
Nike vs Adidas: Sponsorship deal value by sport
via @Football_BM
It is immediately obvious that both brands prioritize the most important and global sport there is: football. American sportswear giant Nike spends exactly 50% of their sponsorship expenses on football (USD 834m), while Adidas even goes one step further and almost spends three quarters on football (USD 1.026m).
Nike spends exactly 50% of their sponsorship expenses on footballNike spends slightly more in total (USD 1673.4m) in comparison to Adidas' 1405.6m. 21% of Nike's other half of expenses go towards Basketball (USD 352m), while it adds up to one third of expenses together with American Football (USD 194m). College sports (8% - USD 130m), Baseball (6% - USD 100m) and Golf (4% - USD 100m) play a minor role within Nike's more differentiated budget.
It makes perfect sense that Nike's budget is more evenly distributed since the brand has exclusive deals with big leagues in other sports such as the NBA or NFL and they also have their headquarters in Portland, Oregon. Obviously, Adidas' headquarters are in Europe which partially explains the heavy prioritization of football. Additionally, European football also is a successful export product as it is the only sport that gets global exposure on a weekly basis.
College sports is Adidas' biggest priority in America
Since Adidas is heavily relying on football it is only consistent that no other sport takes up more than 10 percent of the budget. A few differences are that Adidas mostly spends their Basketball expenses on exclusive contracts with individual players such as James Harden or Trae Young, while they do not have agreements with the NBA or NFL. However, Adidas produces the NHL jerseys and also invests into other branches of football (Futsal, Beach Soccer). Arguably, college sports is Adidas' biggest priority in America making up 8% or 106 milion USD of the total budget.
The exact distributions are as following: US College - 8%, USD 106m; Futsal - 7%, USD 105m; Ice Hockey - 5%, USD 72m; Beach Soccer - 4%, USD 50m; Basketball - 3% USD 48m.
Are you surprised how Adidas and Nike distribute their sponsorship expenses? Drop us a line below.
Spain 2026 World Cup Climacool Pre-Match Jacket Turns Heads
Spain's 2026 Climacool pre-match jacket, designed by Adidas for the 2026 World Cup, has caught the attention of fans and media alike. Worn by the players ahead of their matches in the tournament, the jacket has sparked a strong reaction online.
The Adidas Spain 2026 pre-match jacket features the usual design but with the striking, glossy Climacool look.
The Adidas Climacool 2026 World Cup Climacool jacket is not available to buy - Adidas only offers the regular version.
Thibaut Courtois Wears Special World Cup Golden Glove Patch
Following the introduction of special FIFA player patches for the 2026 World Cup, Thibaut Courtois has been spotted wearing a special Golden Glove patch on his Belgium kit, commemorating his award-winning performance at the 2018 tournament.
The new initiative by FIFA allows past award winners, including recipients of the Golden Boot, Golden Ball, and Golden Glove, to display their historic individual achievements directly on the sleeves of their national team shirts.
Inter Milan 2026-27 Dugout Jacket Leaked - Inspired by 26-27 Away Kit
We have the first image of a special Nike Inter Milan 2026-27 dugout jacket, showcasing a design heavily inspired by classic American sports apparel. Aligning perfectly with the aesthetic of the club's upcoming 2026-27 away kit, the varsity-style jacket features a blue body with contrasting white sleeves. It prominently displays a special circular "IM" monogram crest on the left chest, emphasizing the US baseball theme, alongside a classic white Nike Swoosh on the right.
Iwaki FC 26-27 Home and Away Kits Released
Japanese J.League side Iwaki FC has officially unveiled its new home and away kits for the upcoming 2026-2027 season.
Produced by technical sponsor Under Armour, the new primary jersey introduces a dynamic look centered around the club's vision of "becoming a light that illuminates the coast." The home shirt features Iwaki FC's signature "Growing Slash" pattern covering the entire fabric, a design choice meant to symbolize the team's powerful upward trajectory alongside the ongoing recovery and growth of the local Hamadori region.
For matches on the road, the Under Armour Iwaki FC 26-27 away kit introduces a bespoke aesthetic with deep local ties. The white, navy and red shirt incorporates the unique pattern from the "Fura City Iwaki" logo onto the sleeve cuffs, while the shoulder paneling features a custom design directly inspired by the maritime infrastructure of Iwaki's port.
Fans eager to get their hands on the new Under Armour kits have a tiered release schedule to look forward to ahead of the new season. An exclusive pre-sale for official fan club members begins on June 16 through the J.League Online Store, followed by a general pre-sale starting July 1. A full, widespread retail launch across physical club shops and Under Armour's official channels is scheduled for August 7.
Special PSG x Art Basel Edgar Plans Champions League Jersey Released
Paris Saint-Germain has officially launched a special limited-edition jersey in collaboration with Art Basel to celebrate the club's historic Champions League victory in the 2025-26 season. Designed by Spanish artist Edgar Plans, the capsule features a range of apparel, including t-shirts adorned with his signature colorful cartoon characters. The unique release merges football and contemporary art, commemorating PSG's European success with a distinctive and playful aesthetic.
