In-Depth: How Sportswear Giants Adidas & Nike Distribute Their Sponsorship Expenses
Jan 10, 2021, by Simon
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.
Adidas Italy EQT Retro Collection Released
Adidas has rolled out a dedicated 1990s-inspired EQT lifestyle collection for the Italian national team, via @luketaylorfc. Drawing from the iconic Equipment era's geometric color-blocking, the retro range includes a track top, matching track pants, an off-white t-shirt, and striped shorts. The pieces combine a deep navy base with prominent green, white, and red panels paying homage to the Italian flag, finished with a classic FIGC crest and vintage Adidas Trefoil branding as part of the brand's broader national team heritage lineup.
Adidas 26-27 Champions League Stage Ball Used by Arsenal in Friendly
The Adidas Champions League 26-27 League Phase Ball made an early appearance during Arsenal's two most recent pre-season friendlies.
This could very well be the final Champions League League Phase ball produced by Adidas, as Nike is expected to take over as the official match ball supplier for UEFA men's club competitions starting from the 27-28 season.
Big thanks to @jerseystory_vn for spotting this detail and creating the graphic.
River Plate 26-27 Away Kit Released
River Plate and Adidas have officially launched the club's new away kit for the 26-27 season. The new strip marks the return of the iconic tricolor look, celebrating the Argentine club's rich history and traditional aesthetic.
The Adidas River Plate 26-27 away shirt features classic vertical stripes combining red and white, separated by thin black pinstripes. Adding a distinct heritage touch, the jersey features the retro Adidas Trefoil logo in red on the right chest alongside the current club crest. The collar and cuffs are styled in crisp white, while black side panels complete the design.
White shorts with black stripes and matching socks complete the primary look of the new River Plate 26-27 away kit, while an alternative black shorts option is also available. The strip is already available for purchase through official club and Adidas channels.
Burnley Announce Emergency Front-of-Shirt Sponsor Change for 26-27 Season
Burnley have officially terminated their front-of-shirt partnership with prop trading company Finotive One just weeks after announcing the deal. UK automotive retailer Vertu Motors has stepped up to become the club's new Official Front of Shirt Principal Partner for the 26-27 season, covering the men's, women's, and academy teams.
The unexpected change comes right at the start of the Championship season, requiring an immediate update to all Castore matchday and replica kits. The updated kits now feature the Vertu wordmark alongside its shield icon across the center of the chest on all playing shirts.
To accommodate fans who already bought the 26-27 replica shirts with the previous sponsor printed on them, Burnley is offering free re-branding to overlay the new Vertu logo onto existing jerseys. Supporters also have the option to return their shirts for a full refund or exchange them for the updated version.
Manchester United 26-27 Third Kit Features Nameset Discrepancy
Manchester United and Adidas have released their new 26-27 third kit, featuring an ivory base with deep red accents and dark green trim inspired by the iconic doors of the Salford Lads and Girls Club.
Following the release, kit collector @TheShirtUnion noticed an interesting detail regarding the custom cup font on the back. In promotional photography featuring Lisandro Martínez, the player name is applied in a classic curved arch across the upper back. However, official product listings on the club's online shop depict player names in a straight horizontal arrangement.
Such variations between promotional photoshoot samples and official store graphics are not unusual for bespoke club cup namesets. While the standard online printing option appears to default to the straight layout, supporters may see the curved style applied during cup fixtures or through select retail printing services.
Al Nassr 26-27 Third Kit Leaked - Official Images
Official images of the Al Nassr 26-27 third kit have leaked online, revealing an elegant design crafted by Adidas. The new shirt features a clean off-white base paired with rich gold detailing throughout, giving the Saudi Pro League club a sophisticated look for the upcoming season. Big thanks to @KamilBerberler.
The design is defined by subtle vertical stripes featuring intricate ornamental patterns running down the front and back of the shirt. Metallic gold trim highlights the collar, sleeve cuffs, and the iconic Adidas Three Stripes on the shoulders. The chest displays a monochromatic golden Al Nassr emblem alongside the gold Adidas logo, complemented by matching sponsor branding.
Completing the detailed look, a golden Saudi emblem featuring the palm tree and crossed swords sits on the upper back below the collar. Off-white shorts and socks with matching gold accents complete the full 26-27 third strip.
Atromitos FC 26-27 Home Kit Released
Greek Super League side Atromitos FC and kit manufacturer Capelli Sport have officially revealed the club's new home kit for the 26-27 season.
The Atromitos FC 26-27 home jersey offers a fresh take on the team's traditional white and blue colors. Featuring a white base, the front of the shirt is covered in slanted, diagonal blue graphic lines that form broken vertical stripes. Capelli's signature four-square logo motif appears on the shoulders in blue, alongside the club crest on the left chest and Novibet sponsorship across the middle.
The back of the jersey remains mostly solid white, accented by blue player numbering with a distinct lined font structure and lower-back sponsor branding.
SC Farense 26-27 Away Kit Released
Portuguese club SC Farense and kit supplier Lacatoni have officially launched the club's new away kit for the 26-27 season. Following the earlier reveal of their diagonal black-and-white home shirt, the new away uniform introduces a distinct green design rooted in the team's identity.
The Lacatoni SC Farense 26-27 away jersey features a rich dark green base accented with subtle white pinstripes running vertically down the front. Crisp black and white striping finishes the V-neck collar and sleeve cuffs, while the SC Farense crest is positioned on the left chest alongside Lacatoni's logo on the right.
Adding a tailored detail to the back, the shirt includes a large tonal lion graphic embedded into the fabric in reference to the club's Leões de Faro nickname. Main sponsor Barão Rodrigues is printed on the front, accompanied by secondary sponsor logos on the chest, sleeves, and back panel.