Adidas and SAFA Forge Three-Year Partnership

Adidas Returns as Official Sponsor of South African Football

On October 17, 2025, the South African Football Association (SAFA) and adidas announced a significant three-year partnership, marking a new era for South African football. This collaboration appoints adidas as the official technical sponsor for all national teams, including both men’s and women’s squads. The deal is being celebrated as a homecoming for adidas, evoking memories of their influential role during the 2010 FIFA World Cup held in South Africa.

Reviving the Spirit of 2010

The partnership between SAFA and adidas is more than a commercial agreement; it is a symbolic reunion. Adidas was a key supporter during South Africa’s hosting of the 2010 FIFA World Cup, a historic moment that unified the nation and showcased its footballing passion to the world. By returning as the technical sponsor, adidas aims to reignite the sense of national pride and unity that defined that period.

According to SAFA President Danny Jordaan, this partnership is about more than just outfitting teams. It is about inspiring a new generation of footballers and fans, reminding them of what South Africa can achieve on the global stage. The collaboration seeks to channel the energy and optimism that swept through the country fifteen years ago, leveraging it to propel South African football forward.

Strategic Timing: Building on Recent Success

The announcement comes at a pivotal moment for South African football. Bafana Bafana, the men’s national team, recently secured qualification for the 2026 FIFA World Cup, a significant achievement that has reignited hope among supporters. Meanwhile, Banyana Banyana, the women’s national team, continues to excel, earning respect and admiration across the continent and beyond.

This renewed partnership with adidas is designed to capitalize on this momentum. Both SAFA and adidas have expressed their commitment to celebrating South Africa’s footballing achievements and inspiring future successes. The campaign slogan, “You Got This,” encapsulates the spirit of confidence and encouragement that the partnership hopes to instill in players and fans alike.

What the Partnership Entails

Under the terms of the three-year agreement, adidas will supply official kits for all South African national football teams. This includes match-day uniforms, training gear, travel apparel, and supporter merchandise. The first appearance of the new kits is scheduled for March 24, 2026, when fans can expect to see the iconic Three Stripes on the pitch once again.

The partnership extends beyond just outfitting players. Adidas and SAFA are collaborating on a comprehensive range of products for supporters, ensuring that fans can show their pride both in the stadium and in their daily lives. The collections will be available through official retail channels, making it easy for South Africans to support their teams in style.

Impact on South African Football

The return of adidas as the technical sponsor is expected to have a positive impact on all levels of South African football. For the national teams, access to high-quality equipment and apparel can enhance performance and foster a sense of professionalism. For grassroots football, the visibility of the partnership may encourage greater participation and investment in the sport.

Moreover, the collaboration is likely to boost the profile of South African football internationally. Adidas is one of the most recognized brands in global sports, and its association with SAFA will bring additional attention to the country’s footballing endeavors. This could open doors for more international friendlies, sponsorships, and development opportunities.

Statements from Key Stakeholders

SAFA President Danny Jordaan highlighted the significance of the partnership, stating, “This is a proud moment for South African football. Adidas has always been more than just a sponsor; they are a partner in our journey. Together, we look forward to inspiring the nation and achieving new milestones.”

Adidas South Africa General Manager, Adrian de Souza, echoed these sentiments, emphasizing the brand’s deep connection to the country. “South Africa holds a special place in adidas’ history. We are excited to support the national teams and to be part of the next chapter in South African football.”

Looking Ahead: What Fans Can Expect

Supporters can look forward to a fresh era of South African football, marked by unity, pride, and ambition. The new kits and merchandise will be unveiled in March 2026, just in time for the national teams’ preparations for upcoming international competitions. Fans will have the opportunity to purchase official gear, participate in promotional events, and engage with their favorite teams in new and exciting ways.

As South Africa prepares for the 2026 FIFA World Cup and continues to build on the successes of both the men’s and women’s teams, the partnership with adidas is set to play a crucial role. By combining tradition with innovation, SAFA and adidas aim to inspire a new generation of footballers and supporters, ensuring that the legacy of 2010 lives on and that the future of South African football remains bright.

For more details, visit the official announcements from SAFA and adidas.