Adidas and AUSL Announce Multi-Year Partnership for All Six Teams

NEW YORK — Adidas and the Athletes Unlimited Softball League announced a multi-year partnership on Feb. 27, 2026, making Adidas the official on-field apparel and footwear partner for all six AUSL teams beginning with the 2026 season.

Under the agreement, Adidas will outfit all six franchises with uniforms, footwear, and performance apparel. The partnership includes digital, social, and broadcast activations planned throughout the year, leveraging existing Adidas athletes including Sis Bates, Amanda Lorenz, and Tiare Jennings.

The deal adds to the AUSL’s growing list of corporate partnerships as the league enters its second season with an expanded six-team format and a multi-year broadcast agreement with ESPN and ABC.

What the Deal Covers

The multi-year partnership makes Adidas the official outfitter of all six AUSL franchises, providing uniforms, training gear and branded apparel for the 2026 season and beyond. The deal encompasses on-field uniforms, warmup gear, practice equipment and fan-facing retail merchandise available through AUSL and team channels.

Each team’s uniforms will feature Adidas’s latest performance technology while incorporating the franchise’s unique brand colors and identity. The partnership allows teams to offer coordinated merchandise lines that align with their local market positioning.

Significance for the League

Securing a major global sportswear brand as an apparel partner reinforces the AUSL’s positioning as a top-tier professional league. Adidas’s portfolio includes partnerships with MLB, the NHL and numerous international soccer leagues, and its commitment to the AUSL signals confidence in the league’s growth trajectory and commercial potential.

The deal also provides a revenue stream that contributes to the league’s financial sustainability, supplementing broadcast rights fees, sponsorship income and gate receipts. For players, the Adidas partnership means access to professional-grade equipment and the visibility that comes with wearing a globally recognized brand.

The AUSL’s partnership portfolio now includes ESPN (broadcast), MLB (investment), Adidas (apparel) and several additional corporate sponsors, giving the league a diversified revenue base heading into its second season.

Frequently Asked Questions

Who makes AUSL uniforms?

Adidas is the official on-field apparel and footwear partner for all six AUSL teams, announced on Feb. 27, 2026.

Which Adidas athletes play in the AUSL?

Sis Bates, Amanda Lorenz, and Tiare Jennings are among the Adidas athletes in the league.

When did the Adidas partnership start?

The Adidas-AUSL multi-year partnership was announced on Feb. 27, 2026, ahead of the 2026 season.