JFF and Adidas agree to new deal potentially worth billions

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Collage depicting Jamaica Football Federation (JFF) and Adidas logos

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March 18, 2026

JFF and Adidas agree to new deal potentially worth billions

KINGSTON, Jamaica — The Jamaica Observer understands that the Jamaica Football Federation (JFF) has agreed to a new long-term contract with Adidas, 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.

The Observer understands that the 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.

— Daniel Blake

Tags: Adidas JFF new deal

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