Nike To Reduce Number Of Sponsored Football Teams?
Mar 6, 2021, by Chris
Some weeks ago, we reported about Nike's changed strategy in football. Now after we could reveal that US Women's club Portland Thorns will become Nike's second 'AAA' team, we asked ourselves if Nike will supply fewer soccer teams in the future.
Since 2020, Nike has not extended the endorsement deals with dozens of their players, including the likes of Sterling, Foden, Neymar, Lewandowski, Ibrahimovic and Neymar. This is certainly part of Nike's new strategy in football.
Nike's Kit Deals With Football Clubs in 2021
Nike currently sponsors dozens of profiled football clubs, of which nine are on the brand's internal highest level. Nike's current 'Elite Teams' are Atletico, Barcelona, Chelsea, Galatasaray, Inter, Liverpool, PSG, Leipzig and Tottenham.
Nike's club deals all have extremely long duration
However, it seems very unlikely that Nike will reduce its number of top-level teams soon. If we look at the contracts Nike has with its biggest soccer teams, none of them runs out before the mid-2020s.
Nike's Biggest Club Sponsor Deal
- Atletico (2019-2026)
- Barcelona (2018-2028)
- Chelsea (2017-2032)
- Inter (2014-2024)
- Galatasaray (2014-2024)
- Leipzig (2014-2024)
- Liverpool (2020-2030)
- PSG (2019-2032)
- Tottenham (2019-2033)
What is eye-catching is that Nike signed or extended many of the deals ahead of the COVID-19 crisis, which means they are a bit overpriced at current standards.
There is a major difference between Nike's boot and kit deals - in contrast to the boot endorsement deals, deals with football clubs directly generate income for Nike.
The deals seem overpriced after COVID-19
Another difference to the boot endorsement deals is that there are thousands of player boot contracts, of which hundreds expire each year. As seen above, those of its biggest teams do not run put before 2024 at the soonest.
However, the long deals not 100% mean that Nike will make the kits until the end of the contract - AS Roma and Nike terminated their partnership and technical sponsorship agreement in advance. The original deal was signed for 10 years until the 2024-25 season.
Nike also sponsors a range of national teams, who all have contracts until at least the mid-2020s.
Nike won't be able to get out of the contracts cheap, if they want
All in all, we do not expect that any Nike soccer deals with its biggest clubs will end soon, but you never know...
Do you think Nike will end any of their contracts with their partnered teams? Would the Swoosh sign those deals again with today's knowledge? Comment below.
No More Joma: Adidas CD Marchamalo 26-27 Home Kit Released
Spanish Tercera Federación outfit CD Marchamalo has officially unveiled its new home kit for the 2026-27 season. The release marks the beginning of the club's new two-year kit supply agreement with Adidas, delivered in partnership with retailer 11teamsports.
The Adidas CD Marchamalo 2026-27 home jersey features a vibrant green base paired with refined gold accents. The front of the shirt incorporates a distinctive graphic pattern made up of repeating circular and diamond elements, contrasted by darker green sleeves. Gold is applied across the crew-neck collar, the Adidas Three Stripes along the shoulders, and the performance logo on the chest.
Completing the bespoke look, the jersey displays both the municipal coat of arms and the club crest on the chest, positioned just above an eagle-crested 'Gallardos Marchamalo 1950' insignia. The primary shirt sponsor Hercesa is applied in gold below, while local government branding finishes off the back of the shirt.
Niki Volos 26-27 Third Kit Released
Greek Super League 2 club Niki Volos has officially unveiled its new third kit for the 2026-27 season, produced by returning technical partner Macron.
The Macron Niki Volos 26-27 third shirt introduces a clean and vibrant aesthetic dominated by a bright yellow base. Subtle tonal vertical stripes run throughout the front of the fabric, adding subtle depth and texture to the design. The jersey is detailed with royal blue accents, notably on the sleeve cuffs and the overlapping V-neck collar, which features two-tone blue and yellow striping.
A monochrome blue version of the club's traditional crest, depicting the Winged Victory alongside the founding year 1924, is placed on the left chest. It is paired with a matching blue Macron Hero on the opposite side, while blue player names, numbers, and sponsor applications finish off the back.
Qatar SC 26-27 Home & Away Kits Released
Italian sportswear brand Macron and Qatar Stars League side Qatar SC have officially unveiled the club's new home and away kits for the 26-27 season.
The Qatar SC 26-27 home jersey embraces the club's iconic visual identity, sporting traditional vertical stripes in black and yellow across the body and sleeves. The shirt features a striped crew neck collar and matching sleeve cuffs, along with a minimalist shield crest and yellow sponsor detailing across the chest.
For the away jersey, Macron delivers a sleek and clean aesthetic built around an off-white base. The look is framed by a stylish dark grey polo-style collar and matching cuff accents, with monochrome logos completing the kit. Alongside the outfield shirts, the release also introduced new goalkeeper jerseys in dynamic sky blue and maroon graphic designs.
Arsenal Expands Google Partnership to Include Gemini AI in £7m/Year Deal
Arsenal have renewed and expanded their commercial partnership with Google, securing Google Pixel as the club's Official Smartphone Partner while introducing Google Gemini as their Official Consumer AI Assistant Partner. According to sports business reports, the lucrative three-year contract is valued at around £7 million per season.
The agreement builds on the collaboration originally established in August 2023, which saw Google Pixel produce matchday digital content and exclusive behind-the-scenes access for supporters. The new phase will see Google Gemini integrated into the club's digital channels to provide AI-assisted fan experiences and matchday engagement across both the men's and women's teams, alongside continued Pixel camera activations.
Arsenal's renewal is part of a coordinated push by Google across elite European football. Over recent weeks, the tech company has rolled out similar multi-year partnerships incorporating both Pixel and Gemini with top clubs such as Liverpool, Bayern Munich, Paris Saint-Germain, and Barcelona.
Monopoli 26-27 Centenary Kit Released
Italian Serie C club SS Monopoli 1966 and kit supplier Joma have officially unveiled a special centenary kit celebrating 100 years since the arrival of football in the city (1926-2026). Branded as the 'Special Kit 100 Audace', the shirt pays homage to the historic Audace Monopoli team and the roots of the local game.
Stepping away from the club's traditional green and white palette, the Joma Monopoli 2026-27 centenary jersey adopts a classic black-and-white striped design. The kit features a retro-inspired collar construction, a golden Joma logo on the chest, and an archival Monopoli crest. Subtle tonal jacquard graphics are woven directly into the fabric.
Completed with matching black shorts and socks, the commemorative Monopoli 26-27 centenary kit is available via the club's official webshop and local retail locations.
São Paulo Feminino 26-27 Third Kit Released - First-Ever Exclusive Women's Kit
São Paulo FC and New Balance have officially unveiled the new third kit for the club's women's team. Marking a historic milestone for the Tricolor Paulista, this release represents the first time the Brazilian club has designed a third shirt exclusively for São Paulo Feminino.
The New Balance São Paulo 26-27 women's third jersey arrives in an elegant lilac base inspired by the lotus flower, symbolizing strength, resilience, and the power to flourish in adverse conditions. The lower portion of the shirt is adorned with a delicate watermark pattern of blooming lotus petals that fades subtly into the fabric. In addition, the kit features a commemorative lotus icon on the upper back and the embroidered phrase "Somos Lótus, Somos Luta" on the shoulder.
Contrasting deep purple details highlight the V-neck collar, sleeve trims, and sponsor branding, while the club crest and New Balance logo are applied with a 3D TPU glazed finish. Built with moisture-wicking NB Dry fabric made from 100% recycled polyester, the kit is completed by dark purple shorts and socks.
Al-Jabalain 26-27 Home & Third Kits Released
Saudi Arabian side Al-Jabalain have unveiled their new home and third kits, made by Skillano and to be worn in the upcoming 26-27 Saudi First Division season.
The new designs bring interesting approaches to the traditional colorway: The home kit features a brown and white striped base with a diagonal graphic on the lower hips, while the third kit uses a complicated subtle pattern on a clean white look.
What do you think of the Skillano Al-Jabalain 26-27 home and third kits? Let us know in the comments below.
