FIFA World Cup 2022 Kit Suppliers Market – Analyzing Sponsorship Deal Values, Brand Coverage, Spend, and Visibility

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Nike will boast the largest number of individual deals at this year’s competition, with only two other brands (Adidas and PUMA) set to boast more than one major team deal. The Adidas and Nike kits for Germany and France will rank as the two most lucrative kit deals ta Qatar, as both rival brands invest heavily in the two most recent World Champions. Nike’s large portfolio ensures they will receive the greatest visibility across the tournament, with their kit guaranteed to be worn in at least 31 matches this winter.

The FIFA World Cup 2022 kit suppliers market report provides an overview of the kit supplier market state of play, a breakdown of the value of the market across the 32 teams, and a run-through as to how visible each brand will be in Qatar.

Sponsorship Deal Values

France and Germany, two of the standout powerhouses of international soccer boast the most financially lucrative deals at the competition this year. Both these deals concern Nike and Adidas, which once again confirms their dominance in the market and highlight the significant budgets available compared to their competition. Away from the prestige and history of success associated with these two nations, their value has also been taken against their current standing in the game, with both countries being the last two nations to be crowned World Champions.

Brand Coverage

As is typical of the soccer kit supplier market globally, the two main suppliers that will be present at the 2022 World Cup will be Nike and Adidas. The gap, in terms of the number of deals in a particular league, is usually much closer, but at the 2022 event in Qatar, it will be Nike that stands clear as the dominant player in the market. The American brand will be represented by 13 different teams at the World Cup, almost twice as many that will be wearing Adidas kits. For Nike, its heightened presence at the biggest sports competition in the world is an essential part of its sponsorship & marketing strategy, for which people can associate its brand with the biggest and best athletes/teams in the world.

Some of the major brand deals in the FIFA World Cup kit suppliers market in 2022 are Nike, Adidas, PUMA, Hummel, and Kappa.

FIFA World Cup 2022 Kit Suppliers Market Analysis by Brand Deals

FIFA World Cup 2022 Kit Suppliers Market Analysis by Brand Deals

For more insights on brand deals, download a free report sample

Brand Spend

A national team kit is typically looking to appeal to home fans, whilst teams such as FC Barcelona have a huge global fan base it can reach and sell replica kits to. Furthermore, clubs are substantially more active in any given year, with the significance of a national team partnership only coming to fruition every two years when a major competition is played.

Despite Adidas only boasting one more active deal at the World Cup than PUMA, it has spent a much larger sum for the privilege. Adidas has signed more expensive deals with ‘bigger’ soccer nations, which are situated in more attractive markets and are more likely to advance further into major competitions, while PUMA has looked to position themselves in terms of cultural impact, attempting to merge culture and fashion, something they do at club level as well.

Market Report Overview

Major brand deals Nike, Adidas, PUMA, Hummel, and Kappa


The report offers an insight into how the kit supplier market is looking ahead of Qatar and identifies trends and analyses around the current landscape. It breaks these deals down by brand, values, and length to give a comprehensive overview of what fans can expect to see at the biggest sporting competition in the world later this year.

Key Highlights

An overview of the kit supplier market state of play, a breakdown of the value of the market across the 32 teams and a run through as to how visible each brand will be in Qatar.

Reasons to Buy

The World Cup is the biggest sporting competition in the world and the kit supplier deals are one of the biggest commercial components of a national team’s sponsorship portfolio. Nigeria and Nike had great success at the last World Cup, catching the interest of fans, with their unique kit, and this report highlights the partnerships which will have such media attention later in 2022.

Table of Contents

1. Current Kit Supplier Landscape

2. Brand Coverage

3. Supplier Deal Values

4. Brand Spend

5. Partnerships Timeline

6. Brand Visibility

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