Adidas, Major League Soccer announce multi-year deal extension

Adidas AG and Major League Soccer have extended their partnership deal as their previous agreement is set to expire next year. They have agreed to renew their contract and signed a multi-year deal which was announced just days before the MLS opens for its 28th season.

According to CNBC, Adidas and Major League Soccer’s first contract was signed in 2017, and with the new one, it will be extended until 2030. Based on the information provided by someone involved in the deal, the latest partnership is worth $830 million. This is said to be the German footwear and sports apparel maker’s biggest investment in North American soccer.

In 2017, their first contract was also labeled as a record-breaking deal as it was valued at $700 million, and the second one is considered another landmark collaboration. In any case, it was indicated in the new agreement that Adidas will continue to supply MLS with its branded apparel, training gear, footwear, and the official soccer ball.

On top of this, Adidas will also work with the soccer league on various initiatives, including financial investments to further develop and grow the sport. They will be business partners on and off the field ahead of the upcoming World Cup in 2026, which will be held in North America.

“We are so pleased to extend our partnership with Adidas, the leading soccer brand in the world,” Don Garber, MLS commissioner, said in a press release. “Adidas had been helping to drive the popularity of MLS and the sport of soccer in North America for generations and we look forward to working closely with them to accelerate our growth leading into and following the 2026 FIFA World Cup.”

Adidas’ chief executive officer, Bjørn Gulden, also said that they “are very proud to be extending our partnership with Major League Soccer. It is incredible to see the growth and success of the League and soccer in North America and the work that has been done.”