The commercial value of Chinese football continues its upward trajectory. Shortly after the start of 2026, the Chinese football scene witnessed a showdown in the realm of commercial sponsorships. On one side, as the U23 national team advanced to the finals, Nike promptly issued a celebratory poster. Just days later, its arch-rival Adidas confirmed the previously online rumors about sponsoring the "Jiangsu Super League." The organizing committee of the Jiangsu Provincial City Football League announced its main commercial partners and related cooperation details for the current season on the 27th. Among the sponsors, alongside many familiar faces, was the newly joined Adidas. Previously, it was rumored that several well-known sports brands were competing for the equipment sponsorship of the new season's events, but ultimately, Adidas emerged victorious. Adidas has not publicly disclosed the sponsorship amount for this deal. Sources indicate that Adidas secured the exclusive equipment sponsorship rights with a massive investment of 21 million yuan (8 million in cash + 1 million in equipment for each of the 13 teams). This move is viewed within the industry as a reassessment of the value of regional sports IPs by global sportswear brands. However, inquiries made to the brand for confirmation have not been substantiated. It is well known that Adidas's core identity is rooted in football, with its presence felt in top-tier global tournaments like the World Cup and the European Championship. However, in sponsoring Chinese football events, Nike has taken the lead. As early as 2005, Nike became a sponsor of the Chinese Super League (CSL), a partnership that lasted for 12 years. In 2018, the two parties signed another long-term sponsorship contract spanning 10 years. In the realm of national teams, Nike also holds key resources. Since 2015, Nike has been the equipment sponsor for "Team China," with the cooperation set for 12 years. Furthermore, Nike also sponsors associated events like the Chinese FA Cup and the Chinese Super Cup, building a sponsorship system that covers the entire professional football industry chain. Adidas had previously positioned itself more towards a fashion-oriented route in the Chinese market. After its performance recovery in recent years, management adjusted its strategy to refocus on its original professional sports domain. However, as the top-tier domestic professional leagues are largely "monopolized" by Nike, Adidas has sought breakthroughs more from the "grassroots market," constructing a "youth + regional" layout.
In December 2025, the launch ceremony for the "Adidas Program to Support the Development of Youth Football in China," jointly initiated by the China Football Development Foundation and Adidas, was held in Beijing. This marked the first medium-to-long-term cooperation plan supported by social forces for youth football development following the official establishment of the National Football Youth Training Center on November 15th. The "Adidas Program to Support the Development of Youth Football in China (2026-2029)" aims to cultivate internationally competitive youth reserve talents, focusing on supporting the construction of a high-quality football talent system, training system, and competition system. Over the next four years, Adidas will primarily provide financial support and equipment guarantees focusing on four areas: organizing youth football competitions, overseas training for elite youth players, development of football youth training centers, and enhancing the quality and expanding the capacity of youth football coaches. In terms of regional strategy, Adidas has partnered with the Shanghai Football Association and, leveraging its Shanghai Creation Center, achieved localized design for event equipment. Over 60% of its products sold in China are designed by local teams, and 95% are manufactured in China, strengthening the connection between regional events and the local market. Adidas also provides professional equipment support for the Shanghai women's football team competing in the Women's Super League and the Shanghai Youth Football League. Now, right at the beginning of the new year, Adidas has announced its partnership with the "Jiangsu Super League." The company stated that this move will further deepen its local football footprint in China, leveraging its global top-tier football resources to empower mass participation football events and contribute to the high-quality development of Chinese sports. In this landmark cooperation, Adidas is attracted by the "Jiangsu Super League's" characteristic of mass participation and its extensive media coverage, which can provide the brand with a high-quality platform to connect with the public. This allows the brand to precisely reach the broad grassroots base of the event and establish a closer emotional connection with Chinese consumers. The investments made by the two international giants, Adidas and Nike, in Chinese football events serve as evidence of the continuously rising commercial value of these competitions. The core of the immense potential of the Chinese football market lies in its base of over 200 million football enthusiasts and the consistently growing demand for sports consumption. Football sponsorships can significantly enhance brand market awareness and consumer favorability; Nielsen Sports research indicates that the boost in brand favorability from such sponsorships is over 30% higher than that from ordinary advertisements. Industry insiders believe that with the deepening of Chinese football reform and the refinement of the competition system, the continued investment from international brands will propel the Chinese football event economy towards maturity, forming a virtuous cycle where "brands empower events, and events, in turn, nourish brands," injecting lasting momentum into the diversified development of Chinese football.
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