German football ends 70 years with Adidas for Nike deal

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.

Federal Budget commits $97 million investment for sport programs

The 2024-25 Federal Budget, which was released on Tuesday night, includes more than $97 million over two years to the ASC to extend Sporting Schools, the Local Sporting Champions, and Local Para Champions programs, and participation funding to help more Australians get active.

This two-year extension runs until 30 June 2026 and helps kids of all different sports afford an opportunity to play at a local level if they come from and under privileged background.

Football Australia is a part of the Sporting Schools program, with each state offering participation Officers and local clubs that are ready to implement in-school and after-school programs for students of ages up to Year 8, plus all abilities programs.

Football Australia use this program to link local football clubs with schools to facilitate an ongoing relationship and provide further opportunity for students to continue their football journey outside of school, whether that be MiniRoos Kick Off, MiniRoos Club or Junior Football.

More than 24,000 young Australians will be supported with the Local Sporting Champions (LSC) and Local Para Champions (LSP) grants programs continuing for a further two years.

These are fantastic programs that have supported Australia’s best athletes including many Matildas like Courtney Nevin, Cortnee Vine, Alex Chidiac, Teagan Micah and Clare Hunt.

World Cup veteran’s Caitlin Foord and Ellie Carpenter also rose to success with assistance from the LSC program throughout their junior careers.

Australian Sports Commission CEO Kieren Perkins OAM mentions the importance of this investment to continue critical national sporting programs.

“Once again, I want to thank Minister Wells and the Australian Government for their continued support and investment in Australian sport,” Perkins said in a statement.

“This funding extends critical sport participation programs like the Participation Grant program and Sporting Schools which provides free and fun sporting opportunities to more than two million students each year.

“This follows last week’s announcement of $249.7 million to upgrade the AIS Campus to ensure our athletes have access to the world’s best testing and training facilities, and accommodation ahead of the Brisbane 2032 Olympic and Paralympic Games.”

This is a fantastic initiative that will benefit football amongst other sports and has a history of helping kids of all skill levels play in their respective sport.

The Federal Budget have put in almost $350 to improve sport, mostly around the 2032 Olympic Games but it is great to see some investment in the world game after the huge success of the Women’s World Cup last year.

The biggest Female Football Week to date draws to a close

Female Football week is at its climax across the country with each respective state firmly involved in what has been a monumental year of growth and perseverance with one of the hottest topics amongst the sporting plethora across the nation.

Symbolising the significant strides in which female football has made down under, off the back of its maiden World Cup hosting tenure.

Football Queensland throughout the grand occasion were busy shining a spotlight upon the continuous growth of participation, encouraging women of all ages to become involved and immersed within the global game.

Football Victoria – Commentary

Football Victoria (FV) celebrated women’s football week in style.

Round 8 of the National Premier League Women’s (NPLW) competition within Victoria was unique throughout its coverage, with every match throughout the round featuring a female commentator.

A monumental feat spearheaded by the FV Commentary team, this was the first time an all female commentary round was executed.

Football Queensland

FQ CEO Robert Cavallucci disclosed his appreciation for the momentous occasion via the FQ website.

“While celebrations like FFW serve as a crucial milestone in FQ’s journey towards achieving 50/50 gender parity by 2027 and helps to further reinforce our commitment to enhancing accessibility and inclusivity, our support is not confined to this week, as we remain dedicated to prioritising our female football community year-round.”

Football Queensland – Award Ceremony

Paying homage to Referees, Club Volunteers, Players and Community Champions of the year was conducted through awards up for grabs.

FQ showcased an award ceremony towards multiple facets of football throughout the state.

A nice incentive dedicated to the recognition and appraisal of the hard work undertaken by different areas of football.

The Female Football Week club of the year was awarded to Central Football Club following their extraordinary contribution to female football within Queensland.

Displayed throughout the clubs commitment to female football, the club are fully dedicated to the advancement of women’s football.

Harvesting a fostering environment throughout the club, alongside the nourishment of young promising female footballers has been symbolised by FQ.

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