The Most Promising New Kit Partnerships of 2023 How the technical sponsorship landscape will change in the coming year

The news of adidas becoming the new technical sponsor of the Jamaican national team has been greeted with enthusiasm by football shirt fans around the world. The German brand had a very strong showing at the World Cup with their range of home and away kits, some of which unfortunately didn’t make it onto the pitch, but the creativity and individuality of their designs - along with their decades of sportswear heritage and classic silhouettes to call upon - inspires confidence in their ability to create something special for Jamaica. The distinctive colour palette of yellow, green and black is synonymous with the Caribbean island and adidas will be aiming to use it in a way that will outshine all of their predecessors. This is not the only promising new partnership to look forward to in 2023, with several other intriguing match-ups to come later in the year. Some of the following are already confirmed, others are strongly rumoured, and all of them have the potential to produce some very interesting results.

adidas - Italy

The contract between adidas and As Roma was signed, sealed and getting ready to come into effect, only for New Balance to cast doubt over the whole thing with their court case against i Giallorossi. adidas were responsible for some of the best looking shirts in Roma’s history in the early 90s, and the ongoing trend of remaking jerseys from the past means we are very likely to see a modern take on some of those classics. As is the case with the Italian national team deal, the prospect of Trefoil and Lupetto-bearing off-pitch pieces seems entirely conceivable. Adidas’ three stripes provide the perfect outlet for yellow accents so we should see some very well proportioned home shirts over the course of this union. New Balance’s efforts have been very respectable over the last couple of years, but adidas is definitely a more enticing option for next season and beyond. They’ve consistently delivered quality kits for Arsenal since signing them and Roma could become the envy of all of Serie A should they be on the receiving end of a similar adidas hot streak.