adidas will continue as the official match ball supplier to the UEFA Champions League (UCL) top-tier soccer clubs competition for the next three seasons through a new deal unveiled today.
This extension has been announced with the group stage of the new-look pan-European 2024-25 UCL - featuring more teams and more games - getting underway tomorrow (September 17).
The agreement also covers the UEFA Super Cup, UEFA Youth League, and UEFA Futsal Champions League.
The last ball supply deal between the two parties came in October 2021. GlobalData Sport estimated the value of that deal - originally announced as a four-year affair - as $220 million.
Other brands signed up as specific UCL partners for the next three campaigns include Heineken, Lay’s, FedEx, Mastercard, Oppo, and most recently, Bet365, which became the UCL’s first betting sponsor last month.
Bjørn Gulden, Adidas’ chief executive, added: “This tournament is the most prestigious event for European clubs and we are excited to continue being part of this excellent and innovative competition. We started in 2001 and look forward to a successful future together.”
In terms of its other primary soccer partnerships, Adidas also has a deal in place with global governing body FIFA running until 2030. It is, in addition, a major sponsor of coverage of the UEFA Women's Champions League on the DAZN streaming service and YouTube.
