Official Future Partner: Bundesliga and adidas enter into strategic cooperation to jointly strengthen the further development of German professional football
The DFL Deutsche Fußball Liga, the Bundesliga’s governing body, and adidas AG are entering into a far-reaching partnership to jointly strengthen the further development of German professional football: The global brand from Herzogenaurach will become the Official Future Partner of the Bundesliga.
The cooperation is based on two key pillars:
• Firstly, adidas is providing the DFL with a loan facility of 100 million euros on partnership terms. The league association is securing an attractive financing model to invest in the strategic development of the Bundesliga and Bundesliga 2. As a heritage German brand – and partner of the league as well as numerous clubs – adidas is supporting its own business context and the positive development of the Bundesliga and Bundesliga 2.
• In addition, adidas will provide the Official Match Ball for German professional football until at least 2034. The agreement, originally concluded for the 2026-27 season through to and including the 2029-30 season, will be extended by four years as part of the Future Partnership. For at least eight years, an Official Match Ball from adidas will be used in the Bundesliga and Bundesliga 2, as well as at the Franz Beckenbauer Supercup, in the relegation play-offs between Bundesliga and Bundesliga 2, and in the newly established U21 competition Bundesliga Talent Series.
The DFL Executive Committee has unanimously adopted a corresponding framework agreement following very constructive negotiations between the management of DFL and adidas. The long-term investment objectives and the use of funds to strengthen central marketing will be jointly decided by the DFL Executive Committee and the 36 clubs of the Bundesliga and Bundesliga 2.
League President Hans-Joachim Watzke: “This partnership is significant for the Bundesliga. adidas and the DFL will jointly contribute to a positive future for German professional football. The financing model offers an important option for investing in the growth of the Bundesliga and Bundesliga 2 in economically dynamic times. It is a model signal beyond football that the shared goal of further development is at the centre here. My thanks go to adidas CEO Bjørn Gulden and the DFL management for successfully initiating and negotiating this partnership.”
DFL CEO Marc Lenz: “With adidas and the Bundesliga, two major German institutions are moving into the future together – a strong partnership with a particularly strategic focus. For the DFL and all clubs, sustainable investments are essential to secure the future viability and competitiveness of German professional football. adidas – as a global corporation that, like the Bundesliga, is deeply rooted in Germany – is supporting this endeavour in an outstanding way. I would like to personally thank Bjørn Gulden, CFO Harm Ohlmeyer and the entire adidas team for the trusting and very good discussions.”
Bjørn Gulden, CEO of adidas AG: “adidas has always had close ties to German football. That is why we are committed to play an active role in shaping the future of the Bundesliga and Bundesliga 2 through innovation, reliability, and long-term commitment, both on and off the pitch. We are entering into a partnership with the DFL that takes things to a whole new level. We look forward to a great future together.”
