The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas.
The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns.
Nike were able to blow away Adidas’ offer and the deal was one they simply couldn’t refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million.
Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs.
This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport.
However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game.
DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas.
“We understand every emotion. It’s also a drastic event for us as an association when it becomes clear that a partnership that was and is characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold,” Neuendorf said in a statement.
“The DFB has to make economic decisions against this background. Nike made by far the best financial offer in the transparent and non-discriminatory tender process.
“The federation will do everything we can to achieve shared success with our long-standing and current partner Adidas, to whom German soccer has owed a lot for more than seven decades.”
It is a huge loss for Adidas’ legacy, losing a long term relationship with the country’s biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company.
However, the company still has a huge standing in football despite this issue and won’t be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor.
This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success.
