Nike Scores Epic Win Over Adidas in Germany Kit Deal Shake-up

Author:

Anastasia Petkov

|Published: March 21st, 2024

In a seismic shift for football apparel, Nike is set to replace Adidas as the official kit supplier for the German national football team, ending a historic partnership after the 2026 Fifa World Cup.

The German Football Association (DFB) revealed this bombshell today, citing Nike's superior economic offer for the 2027-2034 term.

Holger Blask, the newly appointed CEO of DFB, expressed astonishment at Nike's proposal, stating, "The award is the result of a transparent and non-discriminatory tender. Nike has submitted by far the best economic offer and has also convinced with its substantive vision."

Adidas, deeply entrenched with the German team for over 70 years, has been synonymous with its triumphs.

However, the lure of Nike's financial prowess, alongside commitments to grassroots sports and women's football, swayed DFB's decision.

Blask emphasized that Nike's commitment promises "an economically stable future" for German football, echoing relief amid a €4.2m net loss for 2022, compounded by setbacks including the disappointing performance at the Qatar World Cup and financial obligations related to the DFB Campus in Frankfurt.

The significance of this upheaval extends beyond Germany's borders, with Adidas narrowly dodging a similar fate with the Spanish national team.

Adidas remains steadfast with the Italian and Belgian national teams, while Nike's dominion extends to the Netherlands, France, and England.

Nike's victory over Adidas in the German kit saga marks a watershed moment, signalling potential upheaval in the lucrative world of football sponsorships.