Adidas extends its partnership with the Kings League until June 2028
The German sportswear company is renewing its commitment to the seven-a-side football phenomenon. Adidas has extended its global agreement with the Kings League- the competition created by former footballer Gerard Piqué- as the competition’s official technical partner until June 2028, further strengthening its presence in one of the fastest-growing sports formats in the digital sphere among younger audiences.Under the deal, the brand will continue to supply official match balls, as well as kits and technical apparel for teams, players, and staff throughout the competition. The next phase of the partnership also envisages the development of innovative, high-performance equipment, lifestyle collections and fan-focused activations, with products and experiences designed to engage the digital community.
Sam Handy, general manager, Adidas Football, said: “Renewing this exciting partnership reflects Adidas’s shared ambition to grow the culture of football beyond the pitch and to be present wherever new forms of interaction emerge.” For his part, Djamel Agaoua, CEO of the Kings League, said: “This alliance covers our top leagues, our women’s competition and our biggest international tournaments, giving us the consistency and credibility we need to grow at pace,” adding that Adidas is a “strategic partner in building a modern sports ecosystem led by creators.”
The renewal covers all local Kings League and Queens League competitions in Spain, Mexico, Brazil, Italy, France, Germany, and the Middle East and North Africa region, as well as the international tournaments Kings World Cup Nations and Kings World Cup Clubs. This new phase began in January with the staging of the Kings World Cup Nations 2026 in Brazil.
The league, created in 2022 by Gerard Piqué alongside internet personalities and streamers such as Ibai Llanos, is no stranger to collaborations with fashion and sports brands. In recent years it has sealed partnerships with JD Sports as an official sponsor, with brands such as Celio and New Era on capsule collections, and even with the Inditex Group chain Oysho, to support the international expansion of the Queens League.
Founded in 1949 and headquartered in Herzogenaurach, Adidas expects to close its 2025 financial year with a 13% increase in turnover at constant exchange rates, reaching a record €24.81 billion, pending the final results, which will be published on March 4 alongside forecasts for 2026.
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