SAFA secure new technical partner for national teams

The South African Football Association (SAFA) has confirmed a landmark three-year partnership with global sportswear giant Adidas, naming the German brand as the official technical sponsor for all South African national football teams.

The agreement, announced on Friday, marks a strategic homecoming for Adidas, which previously sponsored SAFA during the country’s pivotal moments, including the 1996 AFCON triumph and the 2010 FIFA World Cup on home soil.

The deal is set to officially commence on 1 January 2026, coinciding with the conclusion of SAFA’s five-year contract with French manufacturer Le Coq Sportif.

The Timing and Transition Of the Adidas Deal With SAFA

Let’s gooooo!!!
Welcome adidas!!!!#BafanaPride#LiveTheImpossible @SABC_Sport @flysaa pic.twitter.com/iCCjGqH7r3

— Bafana Bafana (@BafanaBafana) October 17, 2025

The timing is critical, leveraging the current wave of success in South African football. With Bafana Bafana having recently qualified for the 2026 FIFA World Cup™ and Banyana Banyana continuing their ascendance in women’s football, the partnership provides Adidas with premium global visibility on the world stage.

This transition means the national teams will compete in the upcoming 2025 Africa Cup of Nations (AFCON) in Morocco wearing the current Le Coq Sportif kits. The iconic Three Stripes will officially grace the national jerseys—including match wear, training apparel, travel ranges, and a comprehensive fan collection—starting in March 2026, ahead of World Cup preparations.

A Strategic Commercial Move For SAFA

SAFA CEO, Lydia Monyepao, emphasised the long-term commercial and performance benefits of aligning with a global market leader.

“This partnership is more than a sponsorship – it’s a return to shared values of pride, resilience, and performance. Adidas has long been part of our football story,” Monyepao stated.

“This return also marks the strengthening of our standing among the global football nations community as we compete at FIFA and CAF tournaments regularly and being supported by a brand that invests in innovation, performance and style to meet the needs of a modern sports organisation like us.”

While specific financial figures were not disclosed, industry analysts estimate the three-year agreement could be substantial, potentially placing it in the range of similar high-profile African national team kit deals. Adidas successfully secured the contract after a competitive bidding process that saw major brands, including Macron, vie for the rights.

Adidas is positioning the partnership not just as a kit deal, but as an inspirational campaign for the nation, centring on their core message: “You Got This.”

Tom Brown, Senior Brand Director for Adidas South Africa, highlighted the cultural significance of the deal. “Football has the power to change lives whilst uniting and inspiring. We’re proud to again stand alongside Bafana Bafana, Banyana Banyana, and other SAFA teams as they represent the spirit of South Africa on the international stage.”

The partnership is expected to significantly enhance the national teams’ brand equity and merchandising opportunities, providing a crucial commercial uplift as South Africa heads into a demanding cycle of international competition leading up to and including the 2026 World Cup.

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