ARLINGTON, Texas (Feb. 13, 2026) — The United Football League took another significant step in shaping its on-field identity ahead of the 2026 season, announcing multiyear partnerships with New Era, adidas, and NOBULL. The agreements were revealed Friday by UFL co-owner Mike Repole and UFL President and CEO Russ Brandon, underscoring the league’s continued growth entering its second full spring season.
The trio of partnerships aligns the UFL with globally recognized brands rooted in performance, competition, and athlete-driven innovation—pillars the league believes are essential as it expands its footprint in professional football.
“We’re proud to welcome New Era, adidas, and NOBULL as partners of the UFL,” Repole said. “These are brands built on sport, competition, and performance—values shared by every UFL coach and player on the field. We couldn’t be more excited to kick off the season with them represented at every game.”
Under the new agreements, New Era will serve as the Official Jersey and Headwear Partner of the UFL and its eight teams. After supplying league headwear during the 2025 season, New Era expands its role in 2026 by manufacturing all team game jerseys, marking a deeper integration into the league’s visual and competitive presentation.
“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,” said Bruce Popko, New Era’s Vice President of Global Licensing and Business Development. “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.”
The partnership places New Era at the center of the league’s branding, ensuring uniformity and consistency across all 43 games during the 2026 season. For a league still establishing its long-term identity, that consistency plays a key role in building recognition and credibility with fans and broadcast partners alike.
adidas will serve as the Official Game Footwear Partner of the UFL, supplying gameday shoes and gloves for every player throughout the season. The agreement positions adidas squarely in the spring football space, extending its football calendar and reinforcing its commitment to innovation in performance equipment.
“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,” said John Miller, President of adidas North America. “Entering spring football represents an opportunity for adidas to broaden the reach of our industry-leading gameday footwear and performance gear year-round.”
Complementing adidas’ gameday focus, NOBULL joins the league as its Exclusive Training Footwear Partner. NOBULL’s logo will appear on all UFL team game jerseys, giving the brand a visible on-field presence while outfitting every player and coach with footwear and apparel worn throughout the season.
“NOBULL is excited to join the United Football League as it enters its next phase of growth,” said Susie Mulder, Chief Operating Officer at NOBULL. “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.”
The alignment with three performance-driven brands reflects the UFL’s broader vision as it continues to position itself as the premier professional spring football league. Powered by ownership and investment from Repole, Impact Capital, RedBird Capital Partners, FOX, Dany Garcia, Dwayne Johnson, and ESPN, the league emphasizes innovation, accessibility, and high-level competition.
The UFL features eight teams: the Birmingham Stallions, Columbus Aviators, Dallas Renegades, DC Defenders, Houston Gamblers, Louisville Kings, Orlando Storm, and St. Louis Battlehawks. The 2026 season is set to kick off Friday, March 27, with the league aiming to build on its early momentum both on the field and in the marketplace.
As the countdown to opening kickoff continues, the UFL’s new partnerships signal more than just branding agreements—they represent a league intent on matching professional ambition with professional presentation, reinforcing its place in the evolving football landscape.
