The Ladies European Tour (LET) has unveiled a three-year commercial tie-up with adidas, the global sportswear brand.
The German firm is now the LET’s official apparel supplier, with the deal having been struck ahead of the start of the 2024 LET season on Thursday (February 8) in Kenya.
Adidas will provide uniforms, footwear, and accessories to all LET staff as part of the deal.
The brand is already a main partner of the 2023 Women’s Open.
Fiona Harold, the LET’s commercial director, said: “This partnership is a great fit for both organizations. As a global tour, partnering with Adidas provides the LET with exciting opportunities and we look forward to working with them as we continue to grow women’s golf across the globe.”
Last week, Adidas unveiled a strategic partnership with Saudi Arabian events company Sela.
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Sela, owned by Saudi Arabia’s state-owned investment group the Public Investment Fund (PIF), will collaborate with Adidas to grow and develop both businesses and sports participation.
Sela, the PIF, and Adidas are already linked in several ways. Sela is currently the shirt sponsor of English Premier League soccer side Newcastle United, which is owned by the PIF.
In September, it was revealed that Newcastle would be exiting its current shirt sponsorship deal with UK manufacturer Castore to join up with Adidas.
The LET, meanwhile, unveiled the extension of its partnership with golf ball manufacturer Titleist in mid-December, for a further three years.
The brand will continue to serve as the LET’s official golf ball partner through the 2026 season.