DFL Announces Strategic Partnership With adidas Combining Financing and Long-Term Rights Agreement.

Roger Hampel

Image: adidas

The DFL has entered into a wide-ranging partnership with adidas, positioning the German sportswear brand as an “Official Future Partner” of the Bundesliga and 2. Bundesliga. The agreement combines financial backing with long-term commercial rights, marking a structurally different type of partnership compared to traditional sponsorship deals.

At the centre of the agreement is a €100 million financing facility provided by adidas, alongside an extended contract for the official match ball of German professional football through at least 2034.

Extension of Core Commercial Rights DFL

Alongside the financing arrangement, adidas will continue as the official match ball supplier of German professional football until at least 2034. The original agreement, which covered the period from the 2026/27 season to 2029/30, has been extended by an additional four years.

This ensures continuity in one of the league’s most visible commercial assets, while reinforcing adidas’ long-standing association with German football at both league and club level.

Executive Comments

Hans-Joachim Watzke, President of the DFL, highlighted the broader importance of the agreement, speaking via the league’s official communication:

“This partnership is significant for the league… the financing model provides an important option to invest in the growth of the Bundesliga and 2. Bundesliga.”

Dr. Marc Lenz, Managing Director of the DFL, framed the deal in terms of long-term competitiveness:

“Sustainable investments are essential to secure the future and competitiveness of German professional football.”

adidas CEO Bjørn Gulden positioned the partnership within the brand’s broader relationship with the sport:

“It is our ambition to actively shape the future of the Bundesliga… through innovation, reliability and long-term commitment.”