OXFORD — Ole Miss is finalizing a seven-year apparel partnership with Adidas. The agreement is scheduled to begin on July 1, 2027.

The partnership is valued at more than $20 million annually. The total value of the agreement exceeds $140 million. The agreement is scheduled to run through 2034. Sources familiar with the negotiations stated the annual value of the deal is expected to rival or exceed the annual deal Miami received from Nike. Miami recently signed a deal with Nike worth more than $20 million annually. The University of Miami's deal with Nike is for 10 years and $200 million.

The agreement includes commitments for Name, Image, and Likeness (NIL) funding for athletes. Sources stated the NIL commitments in the deal are valued at approximately 10 times the amount previously committed by Nike. Ole Miss and Adidas have begun collaborative discussions regarding branding, colors, and future uniform design. Adidas is expected to contribute to the renovation of Ole Miss campus bookstores.

Adidas is expected to invest in premium fan experiences on the Ole Miss campus. Ole Miss has won its first two College Football Playoff games, boosting its national profile and attractiveness to apparel sponsors. Adidas added Tennessee and Penn State to its roster of collegiate partners within the last 12 months, reflecting its strategy to expand within Power Four conferences. Adidas' roster of Power Four school partners includes Indiana, Kansas, Mississippi State, Nebraska, Texas Tech, and Texas A&M.

Why It Matters

The shift from Nike to Adidas marks a realignment in collegiate apparel sponsorship within the Southeastern Conference. Ole Miss transitions from being one of 14 Nike schools in the league to becoming the fourth adidas school in the SEC. This move aligns with Adidas' recent strategy to expand its footprint in Power Four conferences, having added Tennessee and Penn State to its roster within the last 12 months.

The financial scale of the agreement sets a new benchmark for institutional apparel deals. With an annual valuation exceeding $20 million, the Ole Miss proposal surpasses the existing $9.4 million-per-year contract held by Texas A&M by more than 100 percent. The inclusion of substantial NIL funding, valued at roughly ten times the previous commitment, indicates a broader integration of athlete compensation into corporate sponsorship models.

Timeline

Ole Miss has been partnered with Nike since 1999. Ole Miss' relationship with Nike is scheduled to end in June 2027. The official record states that Ole Miss is finalizing a seven-year deal with Adidas that will begin on July 1, 2027, and run through 2034, with an expected annual valuation rivaling or exceeding the $20-plus million deal Miami received from Nike. The Ole Miss and Adidas agreement is scheduled to begin on July 1, 2027.

What's New

Further figures show the total value of the Ole Miss and Adidas agreement exceeds $140 million. Analysis indicates Ole Miss' proposed $20 million annual deal with Adidas would exceed Texas A&M's current $9.4 million-per-year Adidas contract by more than 100%. Contextual data reveals Miami recently signed a deal with Nike worth more than $20 million annually. The transition means Ole Miss becomes the fourth adidas school in the SEC, after being one of 14 Nike schools.