Pinsent Masons advises Levy Merchandising on its first National Team Partnership with the Football Association of Wales

Levy Merchandising, a joint venture between Fosun Sports Group and Compass Group, has been appointed as the Official Kit Partner for all Wales men's, women's and youth national teams following the 2026 FIFA World Cup.

Under the terms of the deal, Levy Merchandising is responsible for designing and manufacturing the Wales' national team kit under its premium sportswear brand SUDU. The end-to-end partnership also sees Levy Merchandising appointed as the Football Association of Wales' Official Retail Partner, taking over their retail, e-commerce, wholesale and licensing operations, demonstrating a new model for Welsh football.

The deal marks Levy Merchandising's first partnership with a national sports team and represents yet another milestone in the company’s continued expansion across elite sport. It follows Levy Merchandising’s five-year technical partnership and retail outsourcing agreement with Premier League club Wolverhampton Wanderers, on which Pinsent Masons also advised in 2023, and more recent strategic partnerships with Team GB, the ATP Tour. 

The Pinsent Masons team was led by Commercial Partner Scott Oxley and Associate Uzair Patel, with Alex Ha Kyung Kim advising on data structuring.

Commenting on the deal, Scott Oxley said: "This is a significant moment in Levy Merchandising's growth story. Securing its first partnership with a national football association is a testament to the strength of its proposition, and the long-term nature of the agreement reflects the confidence both parties have in the relationship. We are proud to have supported Levy Merchandising on this important strategic deal."

On working with Pinsent Masons, James Ravenscroft, Head of Business Development of Levy Merchandising said: "Scott and Uzair have provided technically excellent advice and a knowledgeable sounding board as we've navigated the complexities of this groundbreaking deal. Thanks to their support we are now poised to deliver on our partnership with the Football Association of Wales as it heads into the next major tournament cycle."