Kings League secures its alliance with adidas to 2028

adidas and Kings League have extended their global commercial partnership, confirming the sports brand as the league’s Official Technical Partner until June 2028.

Under the renewed agreement, adidas will continue to supply Kings League teams, players, and staff with cutting-edge technical apparel, featuring bold, creative designs that reflect the league’s high-energy, disruptive identity. adidas will also continue to supply Kings League’s official match ball and other essential technical equipment.

The agreement covers all Kings League and women’s Queens League regional competitions — in Spain, Mexico, Brazil, Italy, France, Germany, and the MENA region — as well as two annual flagship tournaments: the Kings World Cup Nations and the Kings World Cup Clubs.

A renewed global partnership to 2028

adidas and Kings League will bring the partnership to life through innovative activations, premium products, and immersive fan experiences.

Commenting on the new agreement, Sam Handy, GM adidas Football, said: “Both the Kings League and Queens League have given young and diverse audiences a new way to engage with football. Their continued growth clearly shows the enormous appetite for innovative new formats”.

“As well as our shared love of the sport itself, we continue to admire the fostered connection between Kings League, Queens League and the communities brought together around the games and players through the streams, events and global competitions.”

“Renewing this exciting collaboration reflects adidas’s shared ambition to grow football culture beyond the pitch and to always be present where new forms of engagement emerge.”

Djamel Agaoua, CEO, Kings League, said, “Renewing with adidas is a major milestone for Kings League as we continue to scale globally. This partnership spans our core leagues, our women’s competition, and our biggest international tournaments, giving us the consistency and credibility needed to grow at pace. adidas is more than a technical partner — they are a strategic collaborator in how we build a modern, creator-led sports ecosystem.”

From early partner to core pillar

When adidas joined in 2023, Kings was a disruptive project born in Spain. Today, it operates across seven regions and structures two major global tournaments each year: Kings World Cup Nations and Kings World Cup Clubs.

The new phase already had its first major showcase in January with the Kings World Cup Nations Brazil 2026, held from January 3 to 17 in São Paulo, featuring 20 national teams and a final at Allianz Parque in front of more than 40,000 spectators.

An agreement that goes beyond sponsorship

adidas x Kings League is an alliance that is defining a bold new era for sports entertainment, delivering unexpected formats, compelling storytelling, and products that resonate with the next generation of fans. The renewal builds on a partnership first established in 2023, when adidas became a strategic early partner of a fast-growing, creator-led football property in Spain that has since evolved into a global phenomenon.

Since its launch in November 2022, Kings has surpassed 36 million social media followers, generating 26 billion impressions and more than 1 billion engagements. Over 80% of its audience is under 34 years old. That’s the space where this partnership operates.

Kings League doesn’t compete only on the pitch. It competes in streaming, in community building, and in global activations. And adidas does more than supply equipment: it supports the development of a visual and cultural identity that connects with a young, digital-first audience.