500 million deal with Nike?
Adidas was apparently taken by surprise by the DFB
March 21, 2024, 6:39 p.m
The German national teams have been equipped by Adidas for more than 70 years. But that will be history from 2027. Then the US sporting goods manufacturer Nike takes over. The end of the long partnership comes as a surprise – even for Adidas.
The sporting goods manufacturer Adidas was apparently surprised and taken by surprise by the end of the more than 70-year partnership with the German Football Association from 2027. “We were informed by the DFB today that the association will have a new supplier from 2027,” said a company spokesman.
The national team will then wear jerseys from Nike. The partnership is scheduled to run until 2034. Nike should equip all national teams. The decision against Adidas and in favor of Nike was obviously also driven by economic considerations. Adidas has been a partner of the DFB for over 70 years, the current partnership expires at the end of 2026. Adidas was the supplier for all four World Cup titles and all three European Championship titles for men as well as for the two World Cup titles and the eight European Championship trophies for women.
The reason for the unexpected switch to Nike, which had repeatedly unsuccessfully competed for the DFB selection in recent years: According to the DFB, the Americans “made by far the best economic offer”. According to information from the “Bild” newspaper, Adidas recently paid around 50 million euros a year. Given the duration, the Nike deal could be worth almost half a billion.
“We are grateful to be able to look forward to an economically stable future again as an association thanks to Nike’s commitment,” said DFB treasurer Stephan Grunwald. According to the DFB, the group also impressed “with its substantive vision, which also includes a clear commitment to the promotion of amateur and popular sports as well as the sustainable development of women’s football in Germany.”
Nike, named after the Greek goddess of victory and initially popular in basketball with icons like Michael Jordan, has long since arrived in football. The world’s leading sporting goods supplier since 1989 has been equipping record world champions Brazil since 1994, and its well-known trademark (“Swoosh”) is also emblazoned on the shirts of other major football nations such as France, England, the Netherlands and former European champions Portugal. And in the future on the DFB jerseys.