Will the hierarchy of adidas clubs really change?

Just a few months ago, we told you that, according to well-informed sources, adidas could revolutionize, starting from next season, the sponsorship pyramid, a structure that divides clubs wearing the Three Stripes into different levels (called tiers). For example, sports brands generally adopt a pyramidal structure to differentiate the contracts made with various clubs, with each agreement outlining the agreed sums, seasonal activations related to the club, and, of course, the kits and lifestyle collections. In general, the more prestigious and internationally renowned a brand is, the higher its position will be in this special pyramid. Up until the current season, 2024/25, we know that the Tier 1 level (which guarantees bespoke kits and special collections) is occupied by Juventus, Bayern Munich, Manchester United, Arsenal, and Real Madrid; and we are fairly certain that starting next season, Liverpool will also join this exclusive group, a club as prestigious as the others and an undisputed protagonist of the first half of the 2024/25 season.

The Revolution Starting from the 2025/26 Season

Once again, according to well-informed sources, starting from next season, all adidas-sponsored clubs will be divided into just 3 Tiers. As a result, the group of elite clubs, which will now include the Reds, will retain the name of Elite Clubs, while those in the second tier, such as Newcastle, Roma, Aston Villa, Celtic, River Plate, Boca Juniors, and Flamengo, will be called Local Elite Clubs. Finally, third-tier clubs, such as Ajax, Benfica, and Lyon, will be named Big Clubs. This new classification could lead adidas to revise its regulations. In fact, in the 2024/25 season, even though clubs like Roma and Newcastle didn’t have the honor of wearing the Trefoil logo — reserved exclusively for Tier 1 clubs — they still benefited from special collaborations signed by adidas Originals, which were generally well received by the public. These collaborations could, perhaps, also ensure that clubs like Newcastle and Roma — with a glorious history but less renowned compared to Tier 1 clubs — receive the same benefits, at least in terms of aesthetics and the attention given to their Home, Away, and Third kits.

However, unless there are changes along the way, the main developments regarding Tier 1 and Tier 2 clubs — according to well-informed sector sources — involve the distribution of special collaborations. While Tier 1 club collaborations will be distributed globally, those from Tier 2 will be limited to the market of the club's home country. It will likely be the beginning of the next season that will confirm whether these changes materialize, marking a significant shift for adidas and the sports sponsorship landscape.