Errol Madlala explains key factors behind SAFA’s Adidas partnership

SABC Sport understands that SAFA received 10 proposals from global sports apparel companies before shortlisting those invited to make final presentations. After five years with Le Coq Sportif, the current partnership concludes at the end of this year, with Adidas officially taking over from the 1st of January 2026. 

The new kit is expected to be unveiled on the 24th of March 2026. 

Madlala says product quality and quantity were central to the decision.

"As the national football association the national team is emotionally owned by the people, so, it was also very important that we are not just funding just SAFA partners but someone who's gonna club the nation,” Madlala said. 

“So, I think it quite important then that we have clarity around key things for us, such as the quality of product to give players the best possible solution globally around their kits, so they can feel proud. 

“The right innovation to manage all weathers, all playing conditions, so that's out the window. Secondary to that is the amount or the quantity of the product. I think we've run out of products based on many reasons but it was important that we put that as one of the things that we discussed with all prospective partners around, to ensure that we cover all of our teams. 

“We even have a national team in gaming, so those will need kit too and some specialised and FIFA has rules for different competitions. So, it was then important that sizes, genders, all of our national teams are covered."

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Having played a leading role in strengthening SAFA’s brand visibility and that of the national teams over the past year, Madlala added that Adidas’ global reach and retail presence were crucial factors — particularly for expanding the availability of fan merchandise.

"We are quite excited as a football association that we could find a partner that we align with on many other things but it's also that we can tap into the expertise in terms of how they reach fans,” he added. 

“The diversity of fans and also tap into the street culture so that actually, how we come across with our merchandise particularly technical merchandise is not just replicas for fans but also wearable gear for fans, when they are going to parties, clubs and those kind of things, so that it caters for the fan, whenever they need us because fans are not just football fans, they're fathers, they're brothers, they're sisters, they're mothers. 

“So, they can use merchandise to show their support for us but in different spaces."