Major indicators dominate World Cup squads

Adidas leads the market for national team kits participating in the 2026 World Cup, having secured supply contracts with 14 out of 48 teams, including the Saudi national team. Nike follows with 12 teams, while Puma supplies 11 teams. These three brands together dominate 77% of the market. The presence of smaller brands is also growing, with their number of supported teams rising to 11 from just 6 in the 2022 World Cup. Among the teams wearing Adidas gear are major nations such as Argentina, Spain, Germany, and Mexico, alongside Saudi Arabia. Nike is strongly competing with teams like England, Brazil, France, and the United States, while Puma continues to strengthen its global presence. The 2026 edition presents an opportunity for Adidas to mark the end of an era with the German national team, which will switch to Nike starting in 2027. Meanwhile, Adidas will continue supporting the Argentine Football Association until 2028, maintaining a strong presence with teams that have high commercial value.

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