Adidas and Fanatics Sign Major Sports Merchandising Deals

Adidas has entered a multi‑year partnership with the Alpecin‑Premier Tech and Fenix‑Premier Tech WorldTour cycling teams, providing off‑bike apparel from the ZNE range for riders and staff through the end of the 2026 season. General manager Philip Roodhooft said the partnership is built on shared ambition and aims to help athletes maximise their potential, while Adidas’ GM Kerryn Foster highlighted the brand’s long‑standing cycling heritage.

Fanatics has been appointed master licencee for Premier Padel, taking charge of the tour’s global merchandise strategy. The deal includes an e‑commerce platform (store.premierpadel.com), wholesale distribution, product development and event‑based retail. Fanatics will launch the first pop‑up stores at the Premier Padel Finals in Barcelona and at a London tournament hosted in the PSG Store. Premier Padel CEO David Sugden called the partnership a "landmark" that will strengthen fan engagement and create new revenue streams.

Both agreements expand the commercial reach of their respective sports, introducing new apparel lines for cyclists and a comprehensive retail offering for the growing padel tour.