The ASEAN Football Federation (AFF), the regional governing body for soccer in Southeast Asia, has announced a new partnership with German sportswear brand adidas.
The tie-up makes Adidas the official performance partner of the AFF’s four major national team and club competitions.
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This includes the 2024 Electric Cup, the ASEAN Club Championship, the Women’s Championship, and the U-23 Championship, collectively branded as ASEAN United FC.
As part of the deal, Adidas will supply the official match balls for each tournament, and all ball boy and referee kits.
The agreement was brokered by the Sportfive agency, the AFF’s exclusive commercial partner.
In terms of recent sports deals, Adidas extended its partnership with Team GB, the body behind the Olympic team from Great Britain and Northern Ireland, until 2032.
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By GlobalDataThe extension designates Adidas as the supplier for Team GB athletes for the Los Angeles 2028 and Brisbane 2032 Olympics, and the two upcoming Winter Olympics in 2026 and 2030.
