The Esports Foundation has named adidas as the official kit partner for the inaugural Esports Nations Cup (ENC), strengthening the sportswear giant's presence in one of the world's fastest-growing competitive entertainment sectors.
The partnership will see adidas design and produce official competition apparel for national teams representing more than 100 countries and territories.
Approximately 2,000 athletes and coaches competing at the tournament will receive customised jerseys and tracksuits, with the national team jerseys set to be unveiled in the coming weeks.
Building a Global Esports Identity
Scheduled to begin on November 2, 2026, in Riyadh, Saudi Arabia, the inaugural Esports Nations Cup will feature national teams competing across 16 esports titles.
By introducing official national kits, the tournament aims to reinforce the identity of esports as an international sporting competition while creating stronger visual branding for participating nations.
For adidas, the partnership extends its long-standing strategy of aligning with emerging sporting ecosystems and youth-driven communities where fandom, digital culture and commerce increasingly overlap.
A Global Sportswear Play in Esports
Esports sponsorships are evolving beyond logo placements into comprehensive brand-building opportunities spanning merchandise, fan engagement and national representation. Apparel partnerships also create new avenues for licensing, collectibles and community participation.
The Last Word
As esports adopts the rituals of traditional international sport, brands like adidas are positioning themselves not just as sponsors—but as architects of the industry's global identity.