The football grand year has arrived, and adidas is making a significant bet on the "Scottish Premiership."

Adidas makes a big move at the start of 2026.

On January 27, Adidas announced a partnership with the 2026 Jiangsu Province Urban Football League, becoming its official strategic partner.

Adidas will not only provide competition gear for all 13 participating teams but also create exclusive jerseys for each team through its Shanghai Creative Center, showcasing its investment in localized design.

Rumors suggest that Adidas's sponsorship includes approximately 8 million yuan in cash support and provides each team with clothing and equipment worth 1 million yuan, with a total scale expected to exceed 20 million yuan, far surpassing the typical sponsorship standards for provincial amateur leagues.

Behind this substantial investment, the "Su Super" has become a phenomenal event in the field of public football in China.

In the 2025 season, the total number of spectators at Su Super matches exceeded 2.43 million, with an average attendance of 28,000, setting a record for provincial leagues; online live viewership surpassed 2.2 billion, and related topics on social media platforms exceeded 100 billion views.

In terms of commercial value, the "Su Super" also performed outstandingly. The number of sponsors in the 2025 season rapidly grew from 6 to 29, and the price for official sponsorship seats rose to 3 million yuan, still making them hard to come by.

The atmosphere for 2026, as a "big year for football," is already becoming apparent. Recently, the China U23 national team historically won the Asian Cup runner-up, significantly increasing public attention on football.

However, resources for the national team and top events like the Chinese Super League have long been dominated by Nike.

If Adidas wants to enhance its presence in the local football market, choosing to engage with youth training and community football is a pragmatic path.

In recent years, Adidas has continuously supported the National Youth Campus Football League High School Group (CHFL), the Tomorrow's Stars Championship Cup, collaborated with the Shanghai Football Association, and jointly launched the "Adidas Support for Chinese Youth Football Development Program" with the China Football Development Foundation.

Additionally, football culture is gradually becoming trendy, which also brings new opportunities for the brand. Adidas recently launched a co-branded football series with streetwear brand BAPE®, which is a clear indication of its attempt to integrate football culture with trends.

Currently, Adidas's business in China has entered a steady recovery phase, achieving "quality growth" for ten consecutive quarters. In the third quarter of 2025, revenue in the Greater China region increased by 10% year-on-year, and the effectiveness of its localization strategy is gradually becoming apparent.

This high-profile sponsorship of the Su Super is undoubtedly another important move for its continued establishment in the Chinese market.

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