Nike’s deal ends a partnership spanning 70 years between the DFB and Adidas.
The German Football Association (DFB) has announced a kit supplier deal with Nike from 2027 to 2034, ending a 70-year partnership with rival manufacturer Adidas.
The men’s German national team wore Adidas-produced kits for all four of their World Cup triumphs, with the first dating back to 1954. The 2026 edition will now be the final tournament where they will don the German brand’s logo on their jersey, before Nike takes over the following year.
In a statement, Holger Brask, the managing director of the DFB, said: “Awarding a contract to our future kit supplier Nike is the result of a transparent and non-discriminatory tender procedure.
“Nike made by far the best financial offer and additionally impressed with the content of their vision, which also included a clear commitment to supporting amateur and grassroots sport, as well as the sustainable development of women’s football in Germany.“
According to German outlet Handelsblatt, Nike will pay the organisation as much as €100 million (US$108.28 million) per year. This is said to be double the amount Adidas currently gives the DFB, with the German brand’s deal worth €50 million (US$54.14 million) annually.
“The future partnership allows the DFB to fulfil central functions with a view to a comprehensive development of football in Germany in the coming decade,” added Bernd Neuendorf, DFB president.
Meanwhile, Nike chief executive John Donahoe said during a conference call that the company had the ability to turn the German team into a “global brand” and their players into “global heroes”.
The deal has already come under criticism in Germany, given the country’s teams have long been associated with the homegrown company for much of its history.
“I can hardly imagine the German jersey without the three stripes,” Robert Habeck, the country’s vice chancellor told the dpa German press agency.
“Adidas and black-red-gold always belonged together for me, a piece of German identity. I would have liked a bit more local patriotism.”
Following its announcement, the DFB defended the decision. A statement on X said: ‘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.’
Meanwhile, the DFB has also announced a sponsorship deal with TikTok, with the short-form video platform to become the men’s team’s official entertainment partner.
The partnership will provide fans more behind-the-scenes content and will allow for collaborations with other TikTok creators. As part of the agreement, the platform will also gain advertising rights at the team’s training base and in stadiums during matches.
“The DFB and TikTok will work together to showcase both the men’s national team and the community in and around Euro 2024 to a global audience,” said Blask.
“The partnership will increase the DFB’s presence on the platform and create unique digital experiences for our fans.”
SportsPro says…
Adidas has long been synonymous with the German national soccer teams. The three stripes have been with the team throughout every triumph, and was a source of patriotic pride among German fans.
The long-time collaboration has gone beyond supplying kits, as Adidas’ facilities has often hosted the team ahead of major international tournaments. This is set to continue during the upcoming home Euro 2024 event, with Adidas’ base near Nuremberg to be used by the men’s team.
Undeniably, Nike’s offer was too good to refuse. The DFB reported a loss of €4.2 million (US$4.54 million) in 2022, with the men’s team’s poor World Cup showing in Qatar credited for a negative impact on its finances. As one of the country’s biggest non-profit organisations, with more than 6.8 million members, it needs funding to support grassroots soccer across the country.