Adidas takes over from Le Coq Sportif as SAFA technical sponsor

German sportswear company Adidas has reached a new agreement with the South African Football Association (SAFA) to become the official technical sponsor of South Africa’s national football teams.

This partnership marks a powerful homecoming for adidas, reigniting the spirit of unity and pride that captured the world during the 2010 FIFA World Cup. And fifteen years later, that same sense of belief and belonging returns as South Africa once again stands ready to make its mark on the global stage.

While specific financial details were not disclosed, the three year partnership officially begins after the current deal with French sportswear brand Le Coq Sportif, ends in December 2025 with Bafana Bafana’s qualification for the 2026 FIFA World Cup, and Banyana Banyana’s continued rise in women’s football, adidas and SAFA are uniting to celebrate a new generation of South African excellence. 

SAFA Chief Executive Officer,Lydia Monyepao, says 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, and together we’ll inspire South Africans everywhere to believe that they’ve got what it takes. 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,” added Monyepao

Tom Brown, Senior Brand Director, adidas South Africa: “Football has the power to change lives whilst uniting and inspiring. adidas has a proud and rich football heritage, pioneering products for the best teams and athletes around the world. 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.”

As the road to 2026 unfolds, adidas and SAFA are not just celebrating the return of an iconic partnership – they’re championing a renewed sense of belief, belonging, and national pride.