Adidas Replaces Le Coq Sportif as SAFA’s New Technical Sponsor Ahead of 2026 FIFA World Cup

The South African Football Association (SAFA) has confirmed that Adidas will take over as the new technical sponsor from the beginning of next year, ending its five-year partnership with French manufacturer Le Coq Sportif. The switch comes as Bafana Bafana prepare for their return to the global stage at the 2026 FIFA World Cup.

SAFA and Le Coq Sportif began their partnership in 2019. During that period, Bafana Bafana enjoyed a strong run of results, highlighted by a third-place finish at the 2023 Africa Cup of Nations and recent qualification for the 2026 World Cup. The team’s success helped revive national pride, and the new deal with Adidas aims to build on that momentum.

The agreement with Adidas marks a familiar reunion. The German sportswear giant previously supplied Bafana Bafana’s kits for the 2002 and 2010 World Cups, both tournaments etched in South African football history. The upcoming World Cup will therefore be the third time that Bafana don the iconic three stripes on the world stage.

SAFA confirmed that the partnership with Adidas will run for three years, beginning officially on March 24, 2026. All national teams, including Bafana Bafana, Banyana Banyana, and junior squads, will wear Adidas kits under the new agreement.

In a statement, SAFA Chief Executive Officer Lydia Monyepao welcomed the partnership, highlighting its broader significance for South African football.
“This partnership is more than a sponsorship, it’s a return to shared values of pride, resilience, and performance. Adidas has long been part of our football story, and together we’ll inspire South Africans everywhere to believe in their potential,” said Monyepao.
She added that the deal strengthens SAFA’s global standing as it continues to compete regularly at CAF and FIFA tournaments.

Tom Brown, Senior Brand Director at Adidas South Africa, echoed that sentiment.
“Football has the power to change lives whilst uniting and inspiring. Adidas has a proud and rich football heritage, pioneering products for the best teams and athletes in the world. We’re proud to again stand alongside Bafana Bafana, Banyana Banyana, and all SAFA teams as they represent the spirit of South Africa on the international stage,” he said.

The new deal marks a significant step for SAFA as it prepares for a busy calendar of international football, with Adidas set to bring innovation and global recognition back to South African kits in time for the 2026 World Cup.