In 2020, Adidas struck a five-year deal to become Leeds United’s kit supplier, reportedly worth £10 million per season (around $12.7 million). This record-breaking agreement for the club was set to expire next year, but it looks like that won’t happen after all.
While discussions with suppliers for upcoming seasons are still in progress, Leeds United seems to be keeping its options open. At the same time, Adidas is making a concerted effort to convey that Leeds is an important club in its portfolio.
Adidas is looking to grow its ‘Elite Team’ category by bringing more clubs on board. Starting in the 2025-26 season, these teams will sport authentic kits featuring the iconic Trefoil logo on their third jerseys.
The sportswear giant is also thinking about promoting several A, B+, and B-tier clubs to “Premium Club” status, which would come with authentic kits and extra benefits.
According to Footy Headlines, Newcastle United and AS Roma are leading the pack to become Adidas elite teams, although other clubs could still be in the running, even if the odds are against them.
Adidas and Leeds to continue their relationship
Footy Headlines reported on Tuesday, citing sources, that the two parties have agreed to extend the deal for at least one more season. As a result, the partnership will run until the end of the 25-26 season.
It will be interesting to see if this reported bump in status could lead to a long-term agreement. Leeds likely want to keep their options open, considering that if they earn promotion to the Premier League, they can become a more attractive club and secure a lucrative deal.
Here’s the Adidas tier system as Leeds find themselves in the B Premium category:
- A+ Elite – Real Madrid & Manchester United (only teams who sell long-sleeve authentic away kits) + Arsenal & Bayern München (special Kits for Women teams)
- A Elite – Juventus: authentic kits available, but no long-sleeve authentic jerseys and no bespoke Women’s kits
- A- Elite – Flamengo: authentic kits available, but no lifestyler third kits, and not marketed internationally
- B Premium – Many Teams: Bespoke kits, but no authentic kits (e.g. Benfica, AS Roma, Leeds United)
- B – Even More Teams: bespoke kits, but almost no other bespoke gear (e.g. Union Berlin, Nottingham, Fulham)
- C – Direct contract with Adidas, customized Adidas “Locker Room” kits (previously miTeam), no bespoke designs
- D – No direct affiliation with Adidas, standard team wear kits (most smaller teams, e.g. Saarbrücken, Hapoel Tel Aviv, FC Košice, Xerez)
