A change of era: Nike becomes the new sponsor of the German national football team
Sport
After 77 years of cooperation, the German Football Federation has signed a contract with Nike. The American company will replace Adidas as the main supplier of uniforms for the national teams.
Germany's longstanding partnership with Adidas has come to an end. Nike Inc. has signed a contract with the German Football Association (DFB) to become the main sponsor of the country's national football teams starting in 2027. The agreement will run until 2034.
The DFB's decision provoked mixed reactions. On the one hand, Nike offered by far the best economic proposal and also promised to support amateur sport and the development of women's football in Germany. On the other hand, the country's economy minister Robert Habeck expressed dissatisfaction with the federation's choice. "I can hardly imagine the German jersey without the three stripes," he said. "Adidas and black-red-gold always belonged together in my mind. A piece of German identity. There I would have hoped for a bit more hometown loyalty."
The loss of such an important partnership was another blow to Adidas. The company is going through bad times: last year its net sales fell, largely due to the broken contract with rapper Kanye West.
Nike, on the other hand, has been aggressively consolidating its position in world football. Starting with Brazil in 1996, the company now sponsors the national teams of France, England and the United States. Adidas, on the other hand, cooperates with Italy and Spain.
The DFB's decision provoked mixed reactions. On the one hand, Nike offered by far the best economic proposal and also promised to support amateur sport and the development of women's football in Germany. On the other hand, the country's economy minister Robert Habeck expressed dissatisfaction with the federation's choice. "I can hardly imagine the German jersey without the three stripes," he said. "Adidas and black-red-gold always belonged together in my mind. A piece of German identity. There I would have hoped for a bit more hometown loyalty."
The loss of such an important partnership was another blow to Adidas. The company is going through bad times: last year its net sales fell, largely due to the broken contract with rapper Kanye West.
Nike, on the other hand, has been aggressively consolidating its position in world football. Starting with Brazil in 1996, the company now sponsors the national teams of France, England and the United States. Adidas, on the other hand, cooperates with Italy and Spain.
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