Adidas Resumes as South African Football Association’s Official Kit Supplier Following Le Coq Sportif’s Departure

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October 19, 2025

Adidas Returns to Kit Deal with South African Football association

Johannesburg, South Africa – In a significant advancement for South African Football, the South African Football Association (SAFA) announced today that sportswear giant Adidas will onc again be the official technical sponsor for all its national teams. This partnership, slated to begin on March 24, 2026, encompasses apparel for the men’s Bafana Bafana, the women’s banyana Banyana, and all youth national squads.

A Renewed Partnership

The three-year agreement signifies a reunion between Adidas and SAFA, recalling a previous successful 12-year relationship that concluded in 2011. During the initial partnership, South Africa notably hosted the 2010 FIFA World Cup. The return of the iconic three stripes marks a new chapter for South african football, as the national teams prepare for the 2026 FIFA World Cup, jointly hosted by the United States, Canada, and Mexico.

The scope of the deal extends beyond matchday jerseys, including comprehensive training gear, pre-match attire, travel wear, and a wide range of fan merchandise. This extensive collaboration aims to elevate the presentation and visibility of South African football on the global stage.

Shift from Le Coq Sportif

Adidas takes over from French brand Le Coq Sportif, whose contract with SAFA will expire in December. Le Coq Sportif had been the kit provider sence 2020 but recently faced financial difficulties. These challenges included needing emergency funding from French Olympic Committees to fulfill obligations for the Paris 2024 Olympics, alongside a significant government loan in 2023.

The financial struggles of Le Coq Sportif stemmed from difficulties in the footwear market, contributing to a €20 million revenue decline in 2023. Disputes over unpaid debts, including a lawsuit filed by the French Rugby Union, further compounded the brand’s issues. A recent court decision has paved the way for a takeover by French-Swiss entrepreneur Dan mamane, who plans to invest €70 million to revitalize the brand.

Did You Know? The global sportswear market is projected to reach $353.5 billion by 2027, according to Statista, demonstrating the high stakes involved in these sponsorship deals.

Kit Supplier	Years with SAFA	Key Highlights
Adidas	2004-2011 & 2026-2029	2010 FIFA World Cup hosted in South Africa
Le coq Sportif	2020-2025	Financial difficulties led to a change in partnership

Pro Tip: Kit sponsorships are vital for national football associations, providing crucial financial support and enhancing brand recognition.

Looking ahead

The timing of Adidas’ return is especially significant as Bafana Bafana has already qualified for the 2026 FIFA World Cup, following a decisive 3-0 victory over Rwanda. The partnership promises a boost in morale and resources as the team prepares for the prestigious tournament.

The Growing Importance of Sports Sponsorships

Sports sponsorships have evolved into a multi-billion dollar industry, becoming an integral part of brand marketing strategies. These partnerships provide companies with a platform to reach vast and engaged audiences, build brand loyalty, and associate themselves with the positive values of sports.The Adidas-SAFA deal exemplifies this trend, showcasing the mutual benefits of aligning a global sportswear leader with a national football association.

Frequently Asked questions

• What is the duration of the Adidas-SAFA partnership?

The agreement is for three years, commencing in March 2026.

• Which South African national teams will be sponsored by Adidas?

Adidas will provide kits for Bafana Bafana (men’s),Banyana Banyana (women’s),and all South African youth national teams.

• Why did SAFA switch from Le Coq Sportif to Adidas?

Le Coq Sportif faced significant financial challenges, leading SAFA to seek a more stable and robust partnership.

• What does this deal mean for the 2026 FIFA World Cup?

Bafana Bafana will proudly wear Adidas kits during the tournament, enhancing their presence on the world stage.

• Is this Adidas’ first time sponsoring South African football?

No, Adidas previously partnered with SAFA for 12 years, including when South Africa hosted the 2010 FIFA World Cup.

What are your thoughts on Adidas’ return to South African football? How will this partnership impact the performance and visibility of Bafana Bafana and Banyana Banyana?

Share this article and let us know your thoughts in the comments below!

what potential impact could Adidas’s advanced sportswear technology have on the performance of South African national football teams?

The Return of the Three Stripes: A New Era for South African Football

After a tumultuous period marked by the dissolution of its partnership with Le Coq Sportif, the South African Football Association (SAFA) has officially announced adidas as its new technical sponsor adn kit supplier. This marks a significant return for Adidas,having previously held the role from 1996 to 2010 – a golden era for South African football including the nation’s historic 1996 Africa Cup of Nations victory and hosting the 2010 FIFA World Cup. The new agreement, effective immediately, will see Adidas provide kit and apparel for all South African national teams, including Bafana Bafana (men’s national team), Banyana Banyana (women’s national team), and junior squads.

The Le Coq Sportif Saga: What Went Wrong?

The departure of Le Coq Sportif stemmed from a protracted legal battle with SAFA over alleged breaches of contract. SAFA accused the French sportswear manufacturer of failing to meet contractual obligations, particularly regarding the supply of adequate kit and marketing support. The dispute escalated, leading to SAFA terminating the agreement in 2022, despite Le Coq Sportif maintaining their innocence and initiating legal proceedings. This period left South African national teams in a somewhat uncertain position regarding kit provision, highlighting the importance of a stable and reliable partnership. Key issues included:

* Kit Supply Delays: Frequent delays in receiving kits for national team matches.

* Marketing Shortfalls: insufficient marketing and promotional activities to support the partnership.

* Contractual Disputes: Ongoing disagreements over the interpretation and fulfillment of the sponsorship agreement.

Adidas’s New Deal: Key Terms and Expectations

The renewed partnership between SAFA and Adidas is reportedly a multi-year deal,although specific financial details remain undisclosed.However,industry analysts estimate the agreement to be significantly more lucrative than the previous arrangement with Le Coq Sportif.Adidas’s commitment extends beyond simply providing kits; it includes:

* Full Kit Provision: Supplying all playing kits, training apparel, and equipment for all national teams.

* Youth Progress programs: Investment in grassroots football development initiatives across South Africa.

* Marketing and Branding: Extensive marketing campaigns to promote South African football and the Adidas brand.

* Technical Innovation: Utilizing Adidas’s cutting-edge sportswear technology to enhance player performance.

past Meaning: Adidas and South African Football

Adidas’s previous tenure as SAFA’s kit supplier is fondly remembered by South African football fans. The iconic jerseys worn during the 1996 Africa Cup of Nations triumph and the 2010 FIFA world Cup remain highly sought-after collector’s items. The brand’s association with these pivotal moments in South African football history creates a strong emotional connection with supporters.

Here’s a timeline of Adidas’s involvement:

1. 1996-2010: adidas serves as the official kit supplier, coinciding with a period of significant success for South African football.
2. 2010-2014: Nike briefly takes over the sponsorship.
3. 2014-2022: Le Coq Sportif assumes the role, ultimately leading to a contentious split.
4. 2023 – Present: Adidas returns, signaling a renewed commitment to South african football.

Benefits for South African Football

The return of Adidas is widely seen as a positive development for South African football. The benefits are multifaceted:

* Enhanced Player Performance: Access to Adidas’s advanced sportswear technology can potentially improve player performance on the field.

* Increased Brand Visibility: Adidas’s global marketing reach will elevate the profile of South African football internationally.

* Financial Stability: The lucrative sponsorship deal will provide SAFA with much-needed financial resources to invest in development programs.

* Fan Engagement: New and exciting kit designs will generate enthusiasm among fans and boost merchandise sales.

* Improved Kit Quality: Addressing the previous concerns regarding kit supply and quality.

What This Means for Fans: Kit Releases and merchandise

Fans can anticipate the release of new Adidas-designed kits for all South African national teams in the coming months. Expect modern designs incorporating the latest sportswear technology and paying homage to the nation’s footballing heritage.Merchandise, including training apparel, accessories, and fan wear, will also be available through Adidas retail stores and online channels. The demand for these items is expected to be high,particularly among passionate supporters eager to show their support for Bafana Bafana and Banyana Banyana. Keep