Roger Hampel
Photo Credit: DFL Deutsche Fußball Liga
Adidas will once again supply the official matchballs for Germany's Bundesliga and Bundesliga 2 starting from the 2026/27 season, following a recently signed four-year partnership agreement with the German Football League (DFL). This marks Adidas' return to Germany's top football leagues after previously providing matchballs from the 2010/11 through the 2018/19 seasons.
The agreement, effective initially for four seasons, resumes a partnership that ended after the 2018/19 campaign. Adidas previously supplied Bundesliga matchballs between 2010 and 2019, becoming synonymous with the league during a period of significant global growth for German football.
Strategic Impact for Adidas and Bundesliga
The deal represents a strategic move for Adidas to reinforce its brand presence within its domestic German market. For Bundesliga, the return to Adidas aligns with its commercial ambitions, aiming to solidify its status as Europe's highest-scoring top-tier league through reliable and high-performance equipment.
DFL CEO Steffen Merkel emphasized the importance of choosing the right official matchball for the league’s sporting credibility, highlighting the Bundesliga’s reputation as Europe's most goal-rich competition. Steffen Merkel described the Adidas proposal as compelling, acknowledging its strong fit for the Bundesliga’s goals on and off the pitch.
Industry Reactions
Marina Moguš, Managing Director for Central Europe at Adidas, confirmed that the partnership significantly strengthens Adidas's market presence in Germany, underlining the importance of reconnecting the brand to domestic football. The partnership is expected to reinforce Adidas’ brand visibility domestically, reaffirming the company's longstanding connection to top-tier European football.
The German Football League (DFL) also expressed gratitude to their current ball supplier, DERBYSTAR, praising the company's reliability and collaboration. DERBYSTAR's tenure as the official Bundesliga matchball supplier began in the 2018/19 season and will conclude following the 2025/26 campaign.
Adidas' return coincides with the Bundesliga’s continuing international growth, positioning both parties strategically ahead of upcoming seasons that promise increased global exposure.
Photo Credit: DFL Deutsche Fußball Liga
Importance for Bundesliga’s Commercial Strategy
Adidas initially provided Bundesliga matchballs between 2010-2019. The partnership resumes from 2026/27 to 2029/30. Adidas’ comeback as a matchball partner underlines its intention to capitalize on the Bundesliga’s global appeal. The move is likely to boost Adidas' market visibility in Germany and internationally, reaffirming its deep-rooted football heritage. Fans and clubs will witness the reintroduction of Adidas matchballs starting in August 2026, when the Bundesliga and Bundesliga 2 kick off their 2026/27 season. For more detailed news and insights about strategic partnerships and sponsorships in football, stay tuned to Football Business Journal.
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