Adidas Expands Middle East Footprint With Strategic Al Qadsiah Kit Deal

Adidas has accelerated its commercial expansion into Gulf football, securing a major partnership with ambitious Saudi Pro League club Al Qadsiah.

The multi-year agreement, which officially commences in July 2026, will see adidas take over as the club’s official kit supplier. Under the terms of the deal, the brand is set to provide all matchday and training apparel across Al Qadsiah’s entire football structure, including the men’s and women’s first teams, as well as the club’s grassroots Elite Academy programme.

Crucially, the collaboration extends beyond a standard merchandising supplier agreement, focusing on global brand development and long-term commercial sustainability. 

Al Qadsiah chief executive officer, James Bisgrove, highlighted the commercial significance of bypassing secondary distributors to establish a direct pipeline with the tier-one brand.

“We are delighted to enter into a direct partnership with adidas and welcome this iconic global brand to the Al Qadsiah family.”

“We see the partnership as another milestone in its ambition to establish itself among the leading clubs in Saudi and international football,” Bisgrove said.

Adidas Country Manager for Saudi Arabia, Maher Darwish, emphasised that the club’s progressive trajectory matched the brand’s global investment values.

“Al Qadsiah embodies the values adidas believes in: ambition, passion and the constant pursuit of excellence,” Darwish said.

For adidas, adding Al Qadsiah to an regional portfolio that already includes the Saudi Arabian Football Federation (SAFF) national teams underscores a concerted effort to dominate the Middle Eastern market share ahead of a critical cycle of international tournaments.

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