National Kit Supplier Survey 2024

Chris Oakley | 31 March 2024

Ever wondered just how many national teams around the world wear kit made by Adidas? Or Nike? Or Puma, or anyone else for that matter? It's not an easy thing to calculate as there's always a team somewhere on the planet taking to the field in a new kit, often by a different supplier to the one that produced their previous outfit.

Difficult as it might be, Kitbliss (aided by some well-informed and helpful kit connoisseurs) has worked out the manufacturer of every national team's kit, as worn in its last game prior to 31 March 2024. The intent is to take a snapshot of who wears what on one specific date, hopefully every year, so that we can track the trends in popularity of various football kit brands around the world.

The data

Gathering information about the current (or most recent) kit supplier for all 209 FIFA nations is not something you can do easily on your own. Luckily, following an invitation on Twitter, help came in the form of Adam's Shirt Quest and Football Shirt World, along with Martin Le Roy. I'm extremely grateful to them for all the information they were able to supply, and in the quantities that allowed me to complete the research phase in less than 24 hours.

Analysis

Having confirmed which kit suppliers were connected with each team (or not, in the case of those kits produced in-house, plus those that couldn't be tracked down), it was time to analyse the data. First of all, a Google Sheet was created to show all of the information collated, and you can see it here at your leisure. In addition to that, a map was created which shows every FIFA nation in identical proportion as a series of hexagons (see above - click for larger version). This aims to provide a visual summary of where in the world the top seven kit suppliers by popularity (Nike, Adidas, Errea, Macron, Puma, Umbro and Joma) appear in connection with their national teams.

Findings

As a result of all the data research and analysis, we've established that as at 31 March 2024, FIFA's national teams wear kit provided by 63 different suppliers. In addition, some countries are categorised as 'in-house,' which is to say that the national football association in question made its own arrangements for the production of its national team kit. Also, in the case of Eritrea, we were unable to confirm the identity of its national team kit.

Of the 63 kit suppliers recorded, the top seven (by number of national teams provided for) were as follows:

  • Nike (27 teams)
  • Adidas (26 teams)
  • Puma (20 teams)
  • Macron (15 teams)
  • Errea (12 teams)
  • Joma (9 teams)
  • Umbro (9 teams)

Between them, this 'big seven' provides kit for 56% of all FIFA's member countries. In Europe alone (UEFA), they account for 89% of all national team kit, although this figure drops to 70% in South America (CONMEBOL), 52% in Africa (CAF), 46% in North and Central America (CONCACAF) and 39% in Asia (AFC). In the Oceania (OFC) region, they provide kit for just two of the 11 member nations (18%).

Because of the popularity of those seven companies, the ratio of supplier to country is far higher in Europe where each kit supplier has an average of 4.4 countries on its books. Outside of the UEFA region, each continent sees a far higher variety of companies being used for kit, resulting in anywhere between 1.4 teams per supplier in Oceania to 2 teams per supplier in South America.

Finally, from a UK point of view, the names of many of the kit suppliers in our survey may be unfamiliar. Just as surprising may be the appearance of Reebok, back on the scene and connected with Panama, and Admiral - official kit suppliers at present for the US Virgin Islands.

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