# Adidas expands sports sponsorships > Live situation record from CLSTR: https://clstr.news/situations/adidas-expands-sports-sponsorships > Updated: 2026-08-08T09:48:11.000Z. Sources: 3. Developments: 2. In July 2026, Adidas announced a multi‑year partnership with two WorldTour cycling teams, supplying off‑bike apparel from its ZNE range, and highlighted its long‑standing cycling heritage. In the same period, Fanatics was appointed master licencee for the Premier Padel tour, handling global merchandise, e‑commerce, and pop‑up stores, signalling a push into the growing padel market. A few weeks later, in August 2026, Adidas extended its sponsorship strategy to women's volleyball by becoming the official kit sponsor for Turkey’s Eczacıbaşı Peron Istanbul, providing match jerseys, training wear, and travel equipment for the 2026‑2027 season. The deal emphasized performance, innovation, and support for women’s sport. Together, these agreements illustrate Adidas’s broader effort to increase its commercial presence across diverse sports—cycling, padel, and volleyball—and across multiple regions, from Western Europe to Turkey. ## Timeline ### 2026-08-08: Adidas signs kit deal with Turkish volleyball club Eczacıbaşı Peron Istanbul Adidas will supply match, training and travel kits to Eczacıbaşı Peron Istanbul’s women’s volleyball team from the 2026‑27 season, with club and Adidas executives praising the partnership’s impact on Turkish‑vo 3 sources. https://clstr.news/cluster/adidas-signs-kit-deal-with-turkish-volleyball-club-eczacba-peron-istanbul ### 2026-07-20: Adidas and Fanatics Sign Major Sports Merchandising Deals Adidas partners with two WorldTour cycling teams for off‑bike apparel through 2026, while Fanatics becomes master licencee for Premier Padel, launching global merchandise sales and event retail in Barcelona and 2 sources. https://clstr.news/cluster/adidas-and-fanatics-sign-major-sports-merchandising-deals --- Cite as: Adidas expands sports sponsorships. CLSTR, https://clstr.news/situations/adidas-expands-sports-sponsorships