This article contains adult content that may be inappropriate for minors. Please confirm that you are 18 years or older to continue. This article contains images or details that some readers may find disturbing. Reader discretion is advised. The Champions League ball may soon have a new look, as UEFA is considering opening a tender for the supply of the official ball for its men's club competitions starting from the 2027/28 season. Adidas, which has held the contract since 2001, now faces competition from other top brands. The decision to open a tender arises from UEFA and the European Club Association's (ECA) desire, through their joint partnership UC3 and Relevent Football Partners, to maximize revenues and explore market interest. Sources close to the process, who requested anonymity, confirmed that several companies have already expressed interest, including giants Nike and Puma, who aim to challenge Adidas's dominance. It is worth noting that Adidas has been the official supplier of the Champions League ball since 2001, when it took over the contract from Nike. Currently, the German brand also supplies the balls for the European Championship and the FIFA World Cup. In other European competitions, the Europa League and the Conference League, the balls have been supplied by the French retailer Decathlon since 2024. Both contracts expire at the end of the 2026/27 season. The Champions League is widely recognized as the most popular club competition in the world, having reached a global audience of 1.18 billion people last season, according to UEFA's annual report. The possibility of change is real, especially considering UC3 and Relevent's recent history of ending long-standing partnerships. A notable example was the replacement of Heineken, the beer sponsor since 1994, by Anheuser-Busch In Bev (AB In Bev) starting in 2027. AB In Bev reportedly offered 200 million euros per year, a 66% increase over the previous deal with Heineken. Similarly, Pepsi was forced to more than double the value of its sponsorship to cover the three club competitions after UEFA negotiated with rival brands. This approach suggests that the organization is willing to accept the best financial offer for the supply of the balls. Sources indicate that UEFA is open to negotiating the rights together for the three competitions (Champions League, Europa League, and Conference League) or separately, depending on what is most advantageous. In total, there are 531 matches per season that serve as a showcase for brands. Puma, in particular, has been gaining ground in the market. Recently, it secured the contract for the Premier League ball, which had belonged to Nike since the 2000/01 season. The German brand also supplies the balls for La Liga since 2019/20 and Serie A since 2022/23, in addition to being chosen for the 2024 Copa América, breaking Nike's two-decade dominance in the South American competition. Adidas, Nike, and Puma were contacted for comment but did not respond on the matter. In an interview with The Athletic in 2024, Carlos Laje, general director of Puma for Latin America, highlighted the strategic importance of the ball for the brand. While the company continues to seek deals with stars and teams, Laje emphasized that the ball ensures a constant and relevant presence in all matches. "The ball is a way to be in every game because the ball is the object of desire for fans and players. We can be the center of attention without needing to go country by country picking pieces, players, and teams," he stated.
The End of Quarter Century This remains central to this story.
The End of Quarter Century This remains central to this story.
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