November 4: Adidas will become the official ball supplier of Serie A from 2027 to 2028, replacing Puma, according to multiple reports in Italy.
Puma has supplied Serie A balls since 2022-23, when it took over from Nike. The deal, which also covers the Coppa Italia, Supercoppa and Serie B, was valued at around $7.5 million per year at the time.
The change would strengthen Adidas’ position in Italian football. It already supplies equipment to the Italian federation and several leading Serie A clubs, such as Juventus and Roma.
It would also add Serie A to Adidas’ growing list of ball offerings in Europe’s top leagues. The company became the Bundesliga’s ball supplier earlier this season. Puma maintains ball deals with the Premier League, which began in 2025-26, and LaLiga, which began in 2019-20. Ligue 1 uses Kipsta, the brand owned by Decathlon, after renewing its agreement in April.
Ball supply contracts are worth less than kit deals but are important for visibility. The match ball appears on screen in every broadcast, highlight and photograph, and suppliers use the partnership to drive replica ball sales to fans. For Adidas, adding Italy’s top flight to the Bundesliga gives it two of Europe’s top five leagues, along with its long-standing role as supplier of the World Cup and Champions League.
Series A’s other major business partners include title sponsor Enilive, Volkswagen, Haier, Philadelphia and Panini.
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