Football Australia and Nike score ten-year kit partnership extension

Football Australia and Nike score ten-year kit partnership extension: Agreement covering Matildas and Socceroos will enter a third decade.

Football Australia has announced a ten-year partnership extension with Nike, which sees the sportswear giant continue as the national soccer governing body’s kit supplier. 

Contract:

  • Nike stays on as official apparel partner for all Australian national soccer teams, including the Socceroos, Matildas, junior and youth men’s and women’s squads, as well as the Pararoos, and ParaMatildas
  • Deal also includes specific funding for the ‘Legacy ’23’ strategy, as well as grassroots participation and inclusivity programmes

Context:

Nike has produced Football Australia’s kit since 2004 and this latest renewal will take the partnership into a third decade. The value of the new contract has not been disclosed but SportsPro understands it is a significant increase on the previous terms. In August, Nike said there had been “record breaking”demand for the Matildas jersey, with this year’s outselling the 2019 Fifa World Cup’s edition 13 to one. 

The ten-year deal follows the new collective bargaining agreement (CBA) between Football Australia and Professional Footballers Australia (PFA) signed earlier this month, which includes a pay increase for the Matildas, whose success at the 2023 Women’s World Cup saw the team rack up various attendance and TV viewership milestones on their way to the semi-finals.

Since then, Australia has announced a AUS$200 million (US$130 million) women’s sports fund and future Women’s World Cup games featuring the Matildas have been added to the country’s anti-siphoning list. In August, Brand Finance ranked the Australian women’s soccer team as the most valuable sporting brand in Australia.

Comment:

“This is a pivotal moment for Australian football,” said James Johnson, chief executive of Football Australia. “This extended partnership with Nike not only solidifies their commitment to our national teams, but it also provides significant resources for the growth of grassroots football, our ambitious Legacy ’23 plan and the strategic building of our national iconic brands.

“Our partnership with Nike has been transformative, and this extension represents a strong endorsement for Football Australia and the growth of football at all levels across the nation.

“We are proud to be part of Nike’s Global Football strategy, and this partnership extension signifies the strength and continued elevation of Australian football on the international stage.”

Coming next:

The Socceroos next face Palestine in a 2026 World Cup qualifier on 21st November, while the Matildas will play Canada in a friendly on 1st December.

SOURCE: https://www.sportspromedia.com/news/football-australia-nike-kit-sponsorship-extension-socceroos-matildas/