Sponsorship

Portuguese Primeira Liga side CF Estrela da Amadora has officially announced a new kit partnership with Adidas, starting from the 2026-27 season. The club confirmed the collaboration on social media with a post reading "More to come" alongside the Adidas handle and a teaser image. This announcement followed an earlier video teaser from the club hinting that the wait was almost over.

The new agreement marks the end of Estrela da Amadora's partnership with Umbro, who had been supplying the club's kits since the 2023-24 campaign. The switch to the German sportswear brand aligns with a recent trend in Portuguese football, as other clubs such as AD Fafe have also confirmed Adidas sponsorships for the upcoming season.

While the financial details and duration of the contract have not been disclosed, the first Adidas Estrela da Amadora kits are expected to be revealed shortly. Fans will be eager to see how Adidas incorporates the club's traditional tricolor identity into the new 2026-27 matchwear.

Mexican powerhouse Chivas has officially announced that Nike will become the club's new kit supplier, starting from the Apertura 2026 tournament (2026-27 season). The announcement was made under the slogan "Futuro Sagrado" and marks the end of Chivas' decade-long partnership with Puma. This deal also sees Nike return to sponsoring a major club in the Mexican Liga MX.

Fans will not have to wait long to see the first designs from the new partnership. The inaugural Nike Chivas 2026-27 uniforms are scheduled to be officially presented on July 18, 2026, just ahead of the team's match against Toluca. The announcement has already generated significant excitement among the fanbase, who are eager to see the iconic Swoosh featured alongside the famous red and white stripes.

Sheffield Wednesday and Umbro have officially announced a multi-year partnership, reuniting the two British football brands. Starting from the 2026-27 season, the famous Double Diamond logo will once again feature on the club's home, away, and third kits, replacing previous supplier Macron.

The reunion brings a heavy dose of nostalgia for the Owls. Umbro previously supplied Sheffield Wednesday's kits during a highly successful period from 1984 to 1993, an era that included memorable cup runs and the club's historic 1991 League Cup triumph at Wembley Stadium.

Fenerbahçe's and Beşiktaş' 2026-27 kits have drawn criticism from fans due to the overwhelming number of sponsors, specifically focusing on the side sponsor.

Especially for Beşiktaş the side sponsor heavily dominates the otherwise simple look.

Many fans have expressed a desire for sponsor-free versions of the shirts to be made available for purchase, as the current heavily sponsored designs are seen by some as ruining the aesthetic of the classic jerseys.

Following their relegation to the Championship, West Ham United have officially confirmed that Boyle Sports will continue as their front-of-shirt sponsor for the 2026-27 season.

The betting company's logo will feature on the men's and women's home, away, third, and training kits, a move made possible because the English Football League does not currently enforce the Premier League's restrictions on gambling sponsors.

The continuation of the partnership, which was valued at around £12 million last season, comes after talks with the Tourism Authority of Thailand regarding an "Amazing Thailand" sponsorship collapsed due to the club's drop from the top flight.