Puma has supplied Serie A, Coppa Italia and Supercoppa since 2022 in a deal valued at about $7.5 million a year. None of the parties has confirmed the change, first reported by Footy Headlines.
Adidas could replace Puma as official match ball supplier of Italy’s Serie A from the 2027/28 season, a switch that would put the German brand on the ball in two of Europe’s five biggest football leagues.
La Gazzetta dello Sport reported on October 31 that the change would take effect once Puma’s current agreement runs out at the end of 2026/27. The Italian sports daily credited the story to Footy Headlines, a website that tracks upcoming sportswear and equipment releases and was first to report it. Calcio e Finanza, also citing Footy Headlines, said the league had chosen not to extend its contract with Puma. Adidas, Puma and Lega Serie A have not confirmed the change.
For Adidas, the league contract would add to an Italian presence that already includes the national team, through a partnership with FIGC, Italy’s football federation, since 2023, and clubs including Juventus and Roma.
Puma took over the Serie A ball in summer 2022, replacing Nike. Its contract extends to the Coppa Italia and Supercoppa Italiana and was valued at about $7.5 million a year when announced, according to Sportcal.
The report follows other changes to ball contracts in European football. Adidas returned to the Bundesliga this season. Puma added the Premier League in 2025/26 alongside LaLiga, which it has supplied since 2019/20, while Decathlon’s Kipsta brand serves Ligue 1. In April, Nike entered exclusive talks with UC3, the venture set up by UEFA and European Football Clubs to sell rights to their competitions, to make the balls for UEFA’s men’s club tournaments from 2027 to 2031. Adidas, the Champions League supplier since 2001, has said it will not seek renewal.
Beyond the ball, Adidas is also losing the German national team. In March 2024, the DFB, Germany’s football federation, chose Nike as kit supplier from 2027 to 2034, ending a relationship dating back to 1954, in a deal reported at around €100 million a year. Nike’s exclusivity across all apparel also ends the DFB’s off-field clothing deal with German fashion label Marc O’Polo, as Sport1 reported.
