adidas extends Belgium kit partnership until 2034
adidas has extended its kit partnership with the Royal Belgian Football Association until 2034, securing long-term rights across Belgium’s national teams and reinforcing the federation’s focus on stable commercial relationships.
adidas will remain the official kit supplier of Belgium’s national football teams until 2034 after agreeing a long-term extension with the Royal Belgian Football Association.The renewal covers the federation’s various national sides, including the men’s Red Devils and women’s Red Flames. Financial terms were not disclosed.adidas Football general manager Sam Handy said: “As the world celebrates the best in football, we are very proud to extend our partnership with the Royal Belgian Football Association.“We were there when Belgium achieved its biggest successes, we created some iconic kits together, and above all, we have a lot of confidence in future generations of Belgian Red Devils and Red Flames, and the development of football in Belgium.”The agreement extends a partnership that has run continuously since 2015, while adidas also supplied Belgium during earlier periods of the national team’s history.The brand produced Belgium’s kits when the men’s team finished as runners-up at UEFA Euro 1980, fourth at the 1986 FIFA World Cup and third at the 2018 World Cup.The renewal gives adidas long-term association with one of Europe’s most recognisable national-team properties across multiple major tournament cycles.The deal will include the 2028 and 2032 UEFA European Championships, alongside the 2030 and 2034 FIFA World Cups, subject to Belgium qualifying for the tournaments.Royal Belgian Football Association chief executive Peter Willems said: “We are very proud to continue our partnership with adidas. Sustainable partnerships are a key pillar of our strategy.“The trust of a global benchmark brand like adidas, which is committed to working with our federation over the long term, is a strong confirmation that we are on the right path together.”The federation represents more than half a million members and approximately 4,000 clubs, giving adidas exposure beyond the senior national teams through Belgium’s wider football system.Long-term kit agreements provide federations with revenue certainty while allowing suppliers to plan product launches, retail campaigns and tournament activation across several seasons.The extension also maintains adidas’ position in the international football market as major sportswear companies compete for national-team rights ahead of future World Cups and European Championships.Belgium and adidas will now develop their next cycle of national-team kits and commercial activity under an agreement running until the end of 2034.