Adidas
Texas Tech today officially unveiled
its 10-year deal with Adidas, which “officially ends” Under Armour’s almost two-decade-long run with the athletic program, according to Irving Mejia-Hilario of the DALLAS MORNING NEWS. Chiefs QB Patrick Mahomes’ “stylized gladiator logo will be on home, away and alternate football uniforms” as well as a “new Patrick Mahomes-themed alternate uniform.” The school declined to disclose exactly how much the decade-long deal with Adidas is worth, but Mejia-Hilario notes it is a “107% increase” in the team’s average cash annual value than its previous deal with Under Armour. Between 2020 and 2024, Under Armour reportedly paid Texas Tech approximately $12.9M. Texas Tech now “becomes the first school to have Mahomes’ branding” on its uniforms. Mahomes, an Adidas athlete, has been “largely credited” by Texas Tech and AD Kirby Hocutt as “
one of the key reasons" why the deal was made. Hocutt said that he and the school “knew it couldn’t afford to lose out on the prominence Adidas has internationally.” Mejia-Hilario reports the uniform changes will be seen for this upcoming college football season. Texas Tech is “still looking into how it can incorporate Mahomes’ branding into its other sports” (
DALLAS MORNING NEWS, 7/1).
