Ole Miss finalizes seven-year Adidas apparel deal worth more than $140 million, including expanded NIL funding
Ole Miss is finalizing a seven-year partnership with Adidas valued at more than $20 million annually, totaling over $140 million through 2034, according to the report. The deal is set to begin July 1, 2027, once the school's nearly 28-year relationship with Nike concludes. Beyond apparel, the agreement includes NIL funding for Rebels athletes reportedly worth about ten times what Nike previously provided, as well as collaboration on uniform designs, bookstore renovations, and new fan experiences on campus. The move comes after Miami departed Adidas for a Nike deal worth more than $20 million annually, prompting Adidas to pursue Ole Miss as a replacement marquee partner alongside Tennessee and Penn State.
The deal also includes increased NIL funding for Rebels athletes, reportedly worth about 10 times what Nike previously provided.
Why it matters
For brands: Adidas secures a high-profile college program to offset Miami's departure, while Nike consolidates around fewer but potentially higher-profile partners.
For athletes: Ole Miss athletes stand to receive significantly more NIL funding under the new Adidas arrangement than they did under Nike.
For collectives: Increased brand-driven NIL funding could affect how collectives at Ole Miss and rival programs structure their own athlete compensation strategies.
Read the full story at Yahoo Sports
Sources
- Yahoo Sports: ‘I Don’t Blame Them,’ ‘Awful Decision’ — CFB Fans Divided As Ole Miss Finalizes $20 Million Deal With Adidas, Cuts Ties With Nike