Wales set to end Adidas kit deal with Sudu lined up | OneFootball

Wales are set to end their long-running Adidas kit deal, with the FAW poised to switch to emerging manufacturer Sudu, Wales Online understands.

Adidas have supplied the national team since November 2013, a spell capped by a 150th-anniversary heritage shirt released this year. They also kitted Wales out from 1980 to 1987.

Those strips were worn through Euro 2016, Euro 2020 and the 2022 World Cup in Qatar.

Sudu now appears set to take the next cycle. The brand has supplied Wolverhampton Wanderers since the start of 2024/25, producing match, training and lifestyle ranges.

That Wolves tie-up offers a guide to what fans might see, with bespoke designs and less reliance on global templates.

Wales had hoped the current Adidas cycle would carry them to this summer’s World Cup in North America, but they lost a play-off on penalties to Bosnia and Herzegovina.

The proposed switch is expected to usher in a post-World Cup reset, with focus turning to Euro 2028, which Wales will help host as part of the UK and Ireland bid.

Financial terms are unclear. The FAW earned around £10m from the 2022 World Cup, with roughly £3m reinvested after bonuses and tournament costs.

Missing this summer’s finals removes anticipated short-term sponsorship and commercial boosts, tightening budgets as long-term investment continues across grassroots, infrastructure and league reform. Qualification for 2026 was seen internally as a bonus, with optimism tied to co-hosting Euro 2028. Even so, the association is certain to feel the squeeze over the next 12 months.

Source: Wales Online