Adidas-Bundesliga Deal Marks Exciting Comeback

Bundesliga International & Minute Media

German sportswear giant Adidas has once again returned to the Bundesliga, becoming the league’s official football supplier from the 2026/27 season.

In a new deal with the German Football League (DFL), Adidas will supply both the Bundesliga and Bundesliga 2 with footballs across a four-year period, culminating in the 2029/30 season. Additionally, Adidas will provide balls in the Franz Beckenbauer Supercup and relegation play-offs.

For Adidas, the partnership marks a return to German football after their previous deal with the DFL ended in the 2017/18 season, when the organisation had supplied the top flights of German football since the 2010/11 season.

DFL CEO Steffen Merkel expressed the league’s positive outlook for the partnership with Adidas.

“The selection of the right official matchball is of particular relevance for the Bundesliga, given it is the highest-scoring top league in Europe. Adidas tabled a very strong offer, that was accepted by the DFL and the 36 clubs in all parameters,” he said in a press release.

“We are very pleased about this return and the early planning security that comes with the co-operation. adidas is a company that is deeply rooted in Germany and at the same time has great global appeal. Together, we want to utilise this starting from the season after next.”

Managing Director for Central Europe at Adidas, Marina Moguš, detailed Adidas’ pride to return to the Bundesliga.

“We are very excited about the new partnership with the DFL,” she said via press release.

“The future cooperation once again strengthens our presence in the domestic market. After all these years, it was very important to us to once again provide the official match ball for the German Bundesliga.”

“Now we can hardly wait to write a new chapter together with the DFL from the 2026/27 season.”

As a result of the DFL’s return to Adidas supplied match balls, the current deal with DERBYSTAR will terminate at the end of the 2025/26 season.

 

Oxford United Partners with Radisson for New Stadium Hotel

Oxford United has announced its partnership with Radisson Hotel Group, which has signed with the club to deliver a new-build, 180-room Radisson-branded hotel.

The club aims to build its new stadium north of Oxford, where the facility will form part of the proposed development on land known as the Triangle.

Oxford United’s proposed state-of-the-art stadium will deliver a world-class sporting and entertainment precinct, featuring a 16,000-seat stadium, a 1,000-capacity conference and exhibition centre, and a 180-room Radisson hotel.

Oxford United’s Chief Commercial and Marketing Officer, Adam Benson, discussed the new partnership and its benefits.

“Signing an agreement of this nature marks a major milestone for the stadium development. The fact we can attract a partner of the calibre of Radisson Hotel Group is a real endorsement of the world-class complex we are looking to build,” he said via press release.

“At every stage of the process the Radisson team demonstrated a real understanding of what we are trying to achieve. Their offering, accommodation and associated facilities will fit perfectly with the overall development ensuring an exceptional experience for all visitors.

“The hotel is a key part of our plans to create a multi-purpose venue, whilst supporting the club’s ability to operate an economically sustainable long-term home.”

More than half of the hotel’s guest rooms will offer views overlooking the pitch, while the ground floor will feature a restaurant.

Designed with sustainability at its core, the stadium will be powered by a low-carbon energy supply, operating as an ‘all-electric’ venue.

Development Director at Oxford United, Jonathon Clarke, commented on the process and what to expect from this collaboration.

“We conducted a thorough tender process for our hotel partner and the Radisson Hotel Group stood out for their strong sustainability credentials, beautiful design and understanding of how to integrate a hotel into a leisure and community facility,” he said via press release.

“The standards they set are world-class, from interior design and visitor experience through to sustainability. Our visions are perfectly aligned, and we look forward to working together.”

Solar panels will generate additional energy, ensuring the project sets a new benchmark as the most environmentally sustainable mid-sized stadium in the United Kingdom.

The development will also provide a major economic boost, creating close to 1,000 jobs to support the local workforce. In addition, the site will include a range of hospitality, fitness, and entertainment facilities, further enhancing the precinct’s appeal.

Committed to improving public transport access and community connectivity, the stadium will feature an east-to-west pedestrian and cycle route.

Located adjacent to Oxford Parkway train station, the site offers a convenient five-minute rail link to Oxford’s central station, as well as direct access to a Park & Ride facility for local bus services.

This landmark project underscores Oxford United’s vision for a modern, accessible, and environmentally responsible stadium, delivering lasting benefits for both fans and the wider community.

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