Wales - The Football Association of Wales (FAW) is in advanced talks to shift its kit partnership from adidas to British supplier Sudu, a move accelerated by Wales’ playoff elimination to Bosnia and Herzegovina that now pressures federation revenues and commercial planning ahead of Euro 2028.
- In short: Sudu — Levy Merchandising’s sportswear brand — is poised to replace adidas after a relationship that resumed in 2013, with the FAW reassessing finances and branding sooner than planned.
Why the switch matters
The FAW had considered keeping the current adidas contract through the 2026 World Cup cycle, but the unexpected exit in the playoffs prompted a faster rethink of commercial partners. Sudu, which expanded into English football by supplying Wolverhampton from the 2024/25 season, offers a model focused on bespoke designs rather than repeated global templates — a potential draw for a national team seeking distinct identity.
This decision affects fans, kit availability and sponsorship activations at a time when match-related income is reduced; authoritative coverage of Wales’ national team context is available on BBC Sport's Wales pages.
"In its last major tournament, the 2022 World Cup, the federation recorded revenues close to £10 million, with about £3 million remaining after operational expenses and competition-related payments."
Context and likely impact
Adidas first supplied Wales between 1980 and 1987 and returned in 2013, even producing a commemorative kit for the FAW’s 150th year. A new supplier would mark the end of a long-running partnership and the start of a fresh commercial cycle aimed at supporting preparations for Euro 2028, which Wales will co-host within the UK–Ireland project.
Financial terms of any Sudu deal have not been disclosed. With the FAW facing a short-term revenue gap from missing the 2026 World Cup, the federation must balance continued investment in player development, infrastructure and domestic league adjustments against tighter sponsorship income.
What do you think? Will a homegrown supplier like Sudu better represent Wales on and off the pitch? For more details, check out our specialized section.