World Cup 2026 kits spotlight Adidas and Nike duopoly as Puma leans on Africa | OneFootball

World Cup 2026, the first with 48 teams and staged across three countries, will again be a contest of kit giants. Adidas, Nike and Puma supply 37 of the 48 federations, with Adidas on 14 teams, Nike 12 and Puma 11.

Data compiled by Jambo Sport Business shows Adidas has the broadest footprint, present in Central, North and South America, Africa, Asia and Europe, but not in Oceania.

Nike ranks second overall but is strongest in Europe, with six high-profile national sides. Puma is most entrenched in Africa with five teams. Smaller brands have limited presence, often one team each.

“There is a quantitative scenario where three brands dominate, but qualitatively we live in a duopoly between Nike and Adidas. These two giants concentrate the teams most likely to win,” said Idel Halfen, a sports marketing specialist and director at Jambo Sport Business, speaking to Sport Insider.

“For these companies, the main objective is notoriety, they gain global visibility by being on the biggest stage even if they have no chance of winning the title.”

At the top end of federation deals, Nike leads. France, Germany and Brazil are on the highest tier, near or above €100 million a year. Germany will move from Adidas to Nike in 2027 on close to €100 million annually, almost double Adidas, and Brazil has renewed with Nike to 2038.

Source: El Periódico Mediterráneo