Adidas could lose its hold on UEFA’s men’s club competitions for the first time in 21 years, as a battle over match ball rights begins.
UEFA has invited sports brands to bid for the rights to supply the official match ball for its men’s club competitions from the 2027/28 season.
The governing body for European football has launched a tender process covering the UEFA Champions League, Europa League, and Europa Conference League. The rights are being offered through Relevent Football Partners and UC3, the joint venture between UEFA and the European Club Association.
Adidas, which has supplied the official Champions League match ball since 2001, is expected to attempt to retain the partnership. However, several rival brands, including Nike and Puma, are reportedly interested in the opportunity.
Because the current agreements for the three competitions expire around the same time, UEFA is considering multiple options for the next cycle. The rights could be bundled together under a single deal or sold separately, depending on which structure attracts the strongest bids.
UEFA currently splits the rights between different partners. Adidas supplies the Champions League match ball, while Kipsta holds the official match-ball rights for the Europa League and Europa Conference League.
The split arrangement is largely due to the different commercial value of the competitions. The Champions League is widely viewed as UEFA’s premium club tournament and attracts significantly larger global audiences and sponsorship revenues.
According to UEFA, the 2023/24 Champions League final reached an estimated global audience of 145 million viewers. Meanwhile, the 2024 Europa League final attracted a global audience of around 49.5 million.
Adidas and the UEFA Champions League ball
The German sportswear company has produced the Champions League’s iconic “starball” design since 2001 after outbidding Nike, which held the rights in the late 1990s.
Before Nike’s short stint as supplier, UEFA did not treat the match ball as a key commercial asset. Multiple manufacturers were used during a single season, often depending on where the match was played.
During Adidas’ tenure, the ball has become one of the most recognisable pieces of equipment in world football.
The partnership has given Adidas consistent visibility across Europe’s most watched club tournament, with the current format featuring 173 matches per season, compared with 125 under the previous structure.
The additional matches come amid an increase broadcast exposure, with the ball featured prominently in match coverage, highlights and marketing campaigns throughout the competition.
Sportswear giants and challengers battle for visibility
Broadcast partners are investing heavily in the tournaments, with Prime Video securing Champions League broadcast rights through the 2030/31 season in November 2025.
Amazon says campaign data from advertisers shows strong performance against brand objectives. According to a Dynata Brand Lift study covering ten campaigns, exposure to Champions League advertising generated an average 20% increase in brand favourability, a 14% rise in brand familiarity and a 21% lift in purchase consideration among viewers.
These results highlight the value of visibility within the competition, and for equipment suppliers the opportunity is even greater, as the match ball is present in every moment of the broadcast.
Adidas and Nike remain the dominant players in football, with both companies investing heavily in club partnerships, player endorsements and major tournament sponsorships. The upcoming tender is therefore expected to be between the two brands.
One recent battle between the companies took place in 2024, when the Saudi Pro League announced Adidas would replace Nike as its official match ball supplier midway through the 2023/24 season.
There could be a surprise bid from Puma, however. The brand has expanded its presence in football in recent years through partnerships with clubs and national teams, including replacing Nike as Portugal’s kit supplier in 2024.
Several other brands are also attempting to grow their footprint in the sport. Reebok’s Chief Executive Todd Krinsky recently said football is key to the brand’s long term strategy as it seeks to re-establish itself in the sport. The company has recently signed Chelsea’s Trevoh Chalobah and Juventus striker Dušan Vlahović as ambassadors.
There is also Nike-owned Jordan Brand which entered international football through a partnership with the Brazilian national team, unveiling the country’s kit for the 2026 FIFA World Cup last week.
