JFF, Adidas agree to lucrative long-term deal

2026-03-19 - 21:44

KINGSTON – The Jamaica Football Federation (JFF) and sporting giants Adidas have reportedly agreed to a new long-term contract, which is set to run until 2034. The German apparel giants’ four-year sponsorship deal was due to expire at the end of December, but it has committed to a further eight years, with the new deal to begin next January. According to the Jamaica Observer, the new deal, which covers cash and equipment for Jamaica’s senior and junior teams, could be worth over $2 billion, plus royalties earned from jersey sales. The deal comes despite the Reggae Boyz not being guaranteed a spot at this summer’s FIFA World Cup in the United States, Canada and Mexico. However, Adidas is expected to have a global presence this year with Jamaica at the FIFA Under-17 World Cup in Qatar and potentially in 2027 as the Reggae Girlz eye their third consecutive Women’s World Cup. Jamaica has become one of Adidas’ highest earning national teams in kit sales, as recently seen with their Bob Marley collection in partnership with the Bob & Rita Marley Foundation. CMC