German brand adidas is one of the two biggest sports clothing brands in the market and, along with Nike, has dominated the biggest sports’ kit rights over the past few decades. In the Premier League 2025-26, adidas boasts eight active kit deals to ensure the most prominent branding on shirts in the sport. With a share of 40%, the company dominated the spending on kits in the most globally popular soccer league this season, reveals GlobalData, a leading data and analytics company.

GlobalData’s latest report report, “The Business of the Premier League 2025-26”, reveals that adidas  is linked to a spending of $342.33 million on kits in the league this season. This equates to an average spend of $42.8 million per deal. The brand’s kit domination in the league this season includes three of the ‘big six’ clubs, as it maximizes its exposure with the biggest sports teams in the world.

Jake Kemp, Senior Sport Analyst at GlobalData, comments: “For years, adidas’ brand strategy focused on aligning with the biggest contracts in sport. The Premier League has a global audience that few, if any, sports leagues can compete with and so ensures unrivalled visibility. The high value of kit rights in the Premier League ensures that few can truly compete with adidas for these partnerships. Only Nike and PUMA can afford the biggest contracts in the Premier League, but more teams continue to choose adidas.”

PUMA and Nike occupied the remaining Premier League kit-supplier market with only annual spends above $100 million, but the pair were limited to one and three deals, respectively. Unable to financially compete with the three biggest in the market, six other brands actively involved in the market continue to target smaller deals in a bid to maintain visibility in the league.

Kemp continues: “British brand Umbro remains one of the active smaller brands, but its prominence in the league has diminished in recent seasons. In the 2023-24 Premier League season, Umbro was the most prominent brand in the market, with five deals, but is now limited to just two deals – with AFC Bournemouth and West Ham United.”

Castore is the only other brand linked to multiple team deals in the Premier League this season. The British brand has retained partnerships with Burnley and Everton despite recent issues with other Premier League contracts. Castore lost deals with Aston Villa and Newcastle United in recent seasons, following heavy criticism against the quality of kits provided. The reliance around quality, alongside larger budgets, is what attracts teams to brands such as adidas and underlines their shared control of the global sports kit market with Nike.

Kemp concludes: “adidas has been producing Premier League kits for decades and offers a sense of reliability, with many of its 2025-26 kit releases ranking among league favorites with fans. The value of the Premier League kit-supplier market shows little sign of slowing down, as evidenced by Manchester City’s recent renewal with adidas, signed at a record rate of £100 million ($134.6m) a season; and an average value of $32.05 million across the Premier League this season. The higher value of the rights in the league means there are fewer brands, which can afford to compete with the likes of adidas for more rights than ever before.”