German sportswear and sports equipment giant Adidas is set to take over as the official ball supply partner of Italian men's soccer's top-tier Serie A from 2027-28, according to reports.
Adidas will replace German rival Puma from next season as the exclusive supplier of footballs for the 20-team league, multiple media outlets have now reported.
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Puma has been in place as a Serie A sponsor since the start of the 2022-23 campaign, when it replaced Nike in the ball supplier category.
When it was unveiled, the Serie A-Puma deal – which also covers the Coppa Italia, Supercoppa, and second-tier Serie B -was valued at the equivalent of $7.5 million annually.
In terms of Adidas' existing presence in Italian soccer, it already has a kit supply deal in place with the sport's FIGC governing body in that country, as well as with a number of heavyweight Serie A clubs – such as Juventus and Roma.
Across the other major European men's soccer leagues, meanwhile, Puma still has a deal in place with England's Premier League, having started in 2025-26, as well as one with Spain's LaLiga (which got underway back in 2019-20).
Adidas, if these reports are true, would add Serie A to a ball supply partnership stable that also includes Germany's Bundesliga (from the start of the ongoing 2026-27 season).
Kipsta, the Decathlon-owned brand, fulfils that role for French soccer's Ligue 1 (with that tie-up most recently renewed in April).
For Serie A, meanwhile, other major commercial partners include title sponsor Enilive, as well as brands such as Volkswagen, Haier, Philadelphia, and Panini.
