The big year of football has arrived, and Adidas is making a major bet on the "Scottish Premiership."

The big year of football has arrived, and Adidas is making a major bet on the "Scottish Premiership."

Adidas is making a big move at the start of 2026. On January 27, Adidas announced its partnership with the 2026 Jiangsu Provincial City Football League, becoming its official strategic partner. Adidas will not only provide match equipment for all 13 participating teams, but its Shanghai Creative Center will also design exclusive jerseys for each team, highlighting investment in localized design. Rumor has it that this sponsorship includes around 8 million yuan in cash support, plus apparel and equipment worth 1 million yuan for each team. The total package is expected to exceed 20 million yuan, far surpassing typical provincial amateur league sponsorships. Behind this substantial investment, the “Su Chao” has become a phenomenon in China’s mass football sector. In the 2025 season, total live attendance at Su Chao matches surpassed 2.43 million, with an average crowd of 28,000 per game—a provincial league record. Online broadcasts attracted over 2.2 billion views, and related social media topics garnered over 100 billion play counts. In terms of commercial value, Su Chao also excels. The number of sponsors swelled from just 6 to 29 during the 2025 season, and official sponsorship slots rose to 3 million yuan each yet remain in high demand. 2026 is already shaping up to be a “big year for football.” Not long ago, China’s U23 national team made history by winning runner-up in the Asian Cup, leading to a notable increase in public attention for football. However, top-level resources such as the national team and Chinese Super League have long been dominated by Nike. If Adidas wants to strengthen its presence in the domestic football market, focusing on youth training and grassroots football has become a practical strategy. In recent years, Adidas has continued supporting nationwide youth campus football leagues (CHFL), the Tomorrow Star Championship Cup, partnered with the Shanghai Football Association, and together with the China Football Development Foundation launched the "Adidas Supports Youth Football Development in China Program.” Moreover, football culture is gradually becoming a trend, bringing new opportunities for brands. Adidas recently collaborated with streetwear brand BAPE® to launch a co-branded football series, exemplifying its efforts to merge football culture with fashion. Currently, Adidas’ business in China is steadily rebounding, with “quality growth” achieved for ten consecutive quarters. In Q3 2025, Greater China revenue grew 10% year-on-year, and the results of its localization strategy are increasingly evident. Its high-profile sponsorship of Su Chao is undoubtedly another major step in Adidas’ continued local commitment to the China market. Risk Warning and Disclaimer The market has risks, and investments must be made cautiously. This article does not constitute personal investment advice, nor does it consider the individual investment goals, financial situation, or needs of specific users. Users should determine whether any opinions, views, or conclusions in this article suit their own circumstances. Investment is at your own risk. [Image]