Kings League, the digital-focused seven-a-side international soccer competition, has renewed its top-line global partnership with sportswear giant Adidas for the next three years.
As the official technical partner of Kings League, Adidas will continue to provide kits, apparel, and equipment (including match balls) to teams, players, referees, and staff in all global Kings League competitions.
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In securing the extension, this partnership will also be expanded, with Adidas to now produce lifestyle clothing collections, performance wear, and more for fans to purchase, while also curating fan engagement activations in a variety of markets.
This partnership covers all Kings League markets, seven men’s and two women’s competitions, in all, spanning Spain, Mexico, Brazil, Italy, France, Germany, and the Middle East and North Africa region, as well as its international tournaments: the Kings World Cup Nations and the Kings World Cup Clubs.
Sportcal understands that this will not, however, automatically extend to new Kings League competitions established during the time frame, which will need to find separate deals.
Adidas first sponsored Kings League in March 2025.
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By GlobalDataIn terms of the Queens League competitions, Adidas takes over from Spanish brand Oysho, which has held the contract since its inception.
Speaking on the renewed agreement, Adidas Football general manager Sam Handy said: “Both the Kings League and Queens League have given young and diverse audiences a new way to engage with football. Their continued growth clearly shows the enormous appetite for innovative new formats.”
This is the latest announcement in a busy early 2026 for Kings League, which at the beginning of February secured $63 million in funding after the close of an investment round led by the Alignment Growth investment company.
This funding round also included further backing from existing investors, including Left Lane, Antifund, Bolt Ventures, and founding company, Kosmos.
In January, Kings League hosted the second edition of its Kings World Cup Nations tournament in Brazil, capturing over 120 million cumulative livestream viewers across its 40 games, with the showpiece final drawing 41,316 fans to Sao Paulo’s Allianz Parque.
Speaking to Sportcal ahead of that final, Agaoua discussed what makes Kings League such a strong prospect for investment and commercial partnership, saying: “We have a very focused IP, focused on Gen Z and Gen Alpha. 85% of our audience is less than 30 years old. So all the brands working with us know that if they are looking for those kinds of targets, we are a pure channel to talk to them.
“We're creating content that is very engaging and triggers conversation. And this kind of approach maximizes the reach and the awareness of our brand partners.”
Read: Kings League: Galvanizing Gen Z to Global Expansion
