Which brands have won the most Champions Leagues?

Manchester City’s long awaited Champions League win has seen relentless celebration, and rightfully so. After going through heartbreak time and time again in a chase that lasted for more than a decade, the Cityzens have got over the hump and earned the right to call themselves Champions of Europe. But Guardiola’s men and their fans are not the only ones rejoicing, as sportswear brand PUMA - Manchester City’s kit supplier - sees a team under their contract lift the prestigious title for the first time ever. So what would a list of Champions League winning brands (since 1993, when the European Cup changed format and denomination) look like? Who takes the lead between the two undisputed giants Nike and adidas? Are there any shockers?

Unsurprisingly, the aforementioned juggernauts of athletic apparel occupy the first two positions, sharing 23 titles between the two of them since 1993. But one must come out on top, and that is adidas at 14. Not only has Real Madrid’s European success throughout the 21st century been simply unmatched, but the German brand is also a long-time partner of the Champions League, famously producing the competition’s official ball since 2001. It is only fitting that they take the first spot in this list. Nike lags behind at 9 winners all time, among which we can find Barcelona, Manchester United, and Inter. It is worth mentioning that the 1990s were Nike’s first decade in football, with their first European win coming only in 1997 with Borussia Dortmund. The gap, thus, seems partly justifiable, since during those years Nike was not the club sponsorship force that it is today. 

Spot number 3 goes to Umbro. With Champions League wins alongside Manchester United in 1999 and Ajax in 1995, the English brand closes out the top 3 and opens up the rest of the list to 6 different one-time winners: Kappa (Juventus 1996), Lotto (AC Milan 1994), Puma (Manchester City 2023), Reebok (Liverpool 2005), Kelme (Real Madrid 1998), and New Balance (Liverpool 2019).

It is interesting to look at this list and identify the ever-changing hierarchies of football brands throughout the years. adidas has always been at the forefront of the industry, but the battle for second has seen many different contenders. In terms of the Champions League era, Umbro and Kappa looked like they could rival adidas for a brief stint in the 90s, but following Nike’s first win in 1997 and their subsequent official UCL ball deal between 1998 and 2001, the American brand comfortably took the second spot. PUMA, despite their consensus status as third in football branding, first tasted European glory mere days ago. Always in the shadow of Nike and adidas, the German brand has been catching up to its two rivals over the last few years, and this much-anticipated Champions League triumph comes after two lost finals, one with City but in 2021 and one with Borussia Dortmund in 2013.