Adidas Confirms Major Investment Push in African Football Ahead of 2027
- Increased African Investment: Adidas is significantly boosting its investment in African football sponsorships in preparation for the 2027 Africa Cup of Nations, aiming to broaden growth despite anticipated difficult comparisons after the 2026 Men's World Cup.
- Nigeria Kit Deal Secured: Adidas has signed a record-breaking $8.5 million annual kit deal with Nigeria's national football team, replacing Nike from 2027, making it the most lucrative national team sponsorship in African football history.
- Return as CAF Partner: Adidas will return as the official technical partner and tournament match-ball supplier for the 2027 Africa Cup of Nations, replacing Puma, solidifying its presence in major African football events.
Adidas has confirmed plans to ramp up its investment across African football sponsorships ahead of the 2027 Africa Cup of Nations. Facing difficult year-on-year comparisons in 2027 following the massive 2026 Men's World Cup, the German brand is sharpening its focus on its primary club assets like Real Madrid, Arsenal, and Liverpool, while directing major fresh resources into women's football and African expansion.
Nigeria Kit Deal & CAF Ball Return Lead the Charge
This African strategy is anchored by two headline agreements. These were leaked by Footy Headlines. The marquee move is the capture of Nigeria, with the Three Stripes securing an agreement to replace Nike from 2027 after an 11-year partnership. Valued at a reported $8.5 million annually, including $4.5 million in cash, $4 million in kit and equipment, and merchandise royalties, the contract stands as the most lucrative national team kit sponsorship in African football history.
Alongside the Super Eagles, Adidas is also set to make a high-profile return as CAF's official technical partner and tournament match-ball supplier, replacing Puma for the 2027 Africa Cup of Nations in Kenya, Tanzania, and Uganda.
There could be further regional deals by Adidas in Africa, but Nigeria and the AFCON partnership clearly represent the core of Adidas's 2027 African offensive.
