adidas partners Lion City Sailors to elevate football in Singapore

adidas has announced a three-year deal to become the official kit supplier for Lion City Sailors, Singapore’s premier football club, starting from the 2025/26 season. The partnership will see the club sporting adidas’ latest sportswear and equipment, designed to enhance performance both on and off the pitch.

Launching on 1 July 2025, the collaboration goes beyond kit supply, as adidas and Lion City Sailors will join forces on fan engagement initiatives, community programs, and exclusive events aimed at deepening connections between the brands and football fans across Singapore. 

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A key pillar of the partnership is adidas’s new role as title sponsor of the "Youth Champions League", a national tournament launched by Lion City Sailors in 2022. The competition, featuring top youth teams across six age groups from under-10s to under-16s, will be rebranded as the "adidas Elite Youth League", reflecting the sportswear brand's commitment to nurturing grassroots football talent.

Founded in 2020, Lion City Sailors is Singapore’s only privatised professional football club competing in the Singapore Premier League. The club counts adidas-sponsored stars such as Hariss Harun, Zharfan Rohaizad, Christopher van Huizen, Izwan Mahbud, and Shawal Anuar among its ranks.

The Lion City Sailors have enjoyed a landmark 2024/25 season, securing a second SPL title, retaining the Singapore Cup, and making history as the first Singaporean club to reach the finals of the "ACL Two tournament", Asia’s major club competition, where they finished runners-up after defeating top teams from China, Thailand, Japan, and Australia.

“adidas has dominated the global stage through strategic football partnerships. Our latest deal with Lion City Sailors is a key step in asserting the same influence across Southeast Asia, complementing partnerships with teams like the Philippines Women’s National Team and ASEAN United FC," said Thibault Durand, vice president for Southeast Asia, adidas. 

Meanwhile, Chen Rui Yuan, Singapore country manager for adidas, stated that football is deeply rooted in adidas' DNA and highlighted the cultural significance of football in Singapore.

“Football is the nation’s most beloved sport. Through this partnership, we’re equipping the Sailors with world-class gear to support their vision of being the region’s best. Together, we aim to foster greater love and support for local football and create unforgettable experiences for fans," said Chen. 

Forrest Li, chairman of Lion City Sailors said: “As we mark our five-year milestone, partnering with adidas feels like a perfect fit. adidas is a prestigious brand that resonates well beyond football, and we’re excited to take local football to new heights together.”

adidas has been steadily localising its brand across key Asian markets as part of a broader strategy to deepen cultural relevance. In Hong Kong, for instance, the brand launched the adidas Tang Chinese New Year jacket, blending contemporary sportswear design with traditional Chinese aesthetics. The jacket features distinctive knot buttons, stand-up collars and adidas’ iconic three-stripe branding, reflecting the brand’s efforts to connect global identity with local heritage. 

Last year, it partnered with Ya Kun Kaya Toast in Singapore to launch the “adidas x Ya Kun Kaya Toast: Raise a toast” collaboration. Timed for National Day, the partnership saw the release of merchandise locals could wear, carry or style with their favourite adidas pieces during the celebrations. The drop included vinyl heat-press graphic tees, hoodies, shoe charms and enamel pins inspired by Ya Kun’s iconic menu items such as kaya butter toast, iced tea and soft-boiled eggs.

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