On February 13, 2026, in Arlington, Texas, the United Football League (UFL) announced multiyear partnership agreements with New Era®, adidas, and NOBULL ahead of its 2026 spring season. Co-owner Mike Repole and President & CEO Russ Brandon revealed that these renowned brands will serve as official partners for the league’s eight teams, enhancing the UFL’s presence and performance on and off the field.
New Era Expands Role to Official Jersey and Headwear Provider
New Era, known globally as a leading sports and lifestyle brand, will take on the role of Official Jersey & Headwear Partner for the UFL. Building on its prior involvement supplying headwear last season, New Era will now also produce all team jerseys for the upcoming campaign. This addition marks a significant step in the brand’s deepening commitment to the league.
Bruce Popko, Vice President of Global Licensing and Business Development at New Era, highlighted the natural growth of this collaboration:
“As we looked to expand our partnership and presence within the UFL, it felt like a natural progression for New Era to outfit the team uniforms in addition to headwear.”
He added,
“This spring, as all eight UFL teams take the field in New Era uniforms and caps, fans and sports enthusiasts can look forward to the league breaking new boundaries in the sport.”
adidas Named Official Game Footwear Provider
Adidas, the multinational athletic apparel and footwear manufacturer, will serve as the UFL’s Official Game Footwear Partner. Adidas will supply all gameday shoes and gloves for the league’s 43 scheduled games, supporting players’ performance with cutting-edge athletic gear.
John Miller, President of adidas North America, expressed enthusiasm for the collaboration, stating,
“adidas is proud to announce our new partnership with the UFL, a league that truly reflects our unwavering commitment to growing the sport of football at every level.”
He continued,
“Entering spring football represents an opportunity for adidas to broaden the reach of our industry-leading gameday footwear and performance gear year-round.”
NOBULL Joins as Exclusive Training Footwear Partner
NOBULL, a high-performance footwear and apparel company, has been named the Exclusive Training Footwear Partner for the UFL. NOBULL’s logo will be prominently displayed on all UFL team jerseys, and the brand will outfit every player and coach with premium footwear and apparel throughout the season, aiming to boost strength on multiple levels.
Susie Mulder, Chief Operating Officer at NOBULL, emphasized the synergy between the brand and the league:
“NOBULL is excited to join the United Football League as it enters its next phase of growth.”
She added,
“Our commitment to helping people grow stronger—emotionally, mentally, and physically—aligns closely with the mindset of UFL players and coaches, making this partnership a natural fit.”
Implications for the UFL’s Growth and Fan Engagement
These partnerships mark a critical moment for the United Football League as it strengthens its infrastructure ahead of the 2026 spring season. By aligning with established brands such as New Era, adidas, and NOBULL, the league is better positioned to elevate the quality of its games and the experience of players, coaches, and fans alike. This strategic move is expected to boost the league’s profile and foster deeper engagement among sports enthusiasts nationwide as the UFL continues its development.
