In a shock transfer that can finish a 77-year relationship with Adidas, the Deutscher Fussball-Bund (DFB) — the governing physique for soccer in Germany — introduced this week that Nike will grow to be the official package and tools provider for the German nationwide soccer groups, beginning in 2027.
The DFB’s announcement got here on Thursday, March 21, saying that “Nike will equip all DFB national teams and promote German football in its entirety.” The contract runs till 2034.
“We understand every emotionality. It is also a drastic event for us as an association when it becomes clear that a partnership that was and is characterized by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold,” the DFB added in subsequent tweets (translated to English by Google). “However, the German Football Association is first and foremost committed to German football and its development. … Against this background, the DFB has to make economic decisions. Nike made by far the best financial offer in the transparent and non-discriminatory tender process.”
“We look forward to working with Nike and the trust placed in us,” DFB president Bernd Neuendorf mentioned on the federation’s website. The longer term partnership will allow the DFB to proceed to hold out key duties within the coming decade with a view to the excellent improvement of soccer in Germany. However one factor can be clear: Till December 2026, we are going to do every little thing we are able to to realize shared success with our long-standing and present companion adidas, to whom German soccer has owed so much for greater than seven a long time.”
For his or her half, Adidas officers appeared blindsided by the announcement. The corporate solely supplied a quick assertion to Reuters and different media: “We have a current contract with the German Football Association DFB until the end of 2026. We were informed by the DFB today that the federation will have a new supplier from 2027 onwards.”
The transfer comes simply days after Adidas released new national team kits for Germany as they host Euro 2024 this summer season, in addition to for different nations competing in that event and within the upcoming 2024 Copa América.
Germany is among the highest-profile nationwide groups outfitted by Adidas. The corporate has equipped kits to German and West German nationwide groups since 1950. They received 4 World Cup titles over that point: 1954, 1974, 1990 (all as West Germany) and 2014 (as Germany).
Adidas’s contract with the DFB runs till the top of 2026, and it consists of the 2026 FIFA World Cup co-hosted by Canada, the US and Mexico.
