Nike Ousts Adidas as Sponsor of German Football Team

Facts

• The German Football Association (DFB) has announced that Nike Inc. will replace Adidas AG as the official kit supplier for national soccer teams from 2027 until 2034.¹
• The decision will end more than seven decades of partnership between German football and Adidas — spanning four World Cup wins for the men's team and two for the women's — after the FIFA World Cup in 2026.²
• The switch was reportedly driven by financial concerns. The DFB finances over 24K football clubs, 2.2 million active players, nearly 55K referees, and numerous volunteers.³
• According to German media, Nike would pay the DFB about €100M ($108M) per year to supply the kit. Adidas currently pays it €50M ($54M) annually.³
• The DFB said that the Nike deal promises 'a financially stable future again' for the central social institution, which financially supports its 7.3M members.⁴
• Apart from kitting out all DFB national teams, Nike reportedly aims to develop women's football sustainably, as well as promote amateur and grassroots football in Germany.⁵

Sources: ¹Bloomberg, ²Associated Press, ³BBC News, ⁴DFB and ⁵DW.

Narratives

• Narrative A, as provided by Fortune Europe. The 'commercial' decision to switch kit suppliers, which has even caught the German sportswear maker off guard, will destroy a piece of German identity. The national team has always played in Adidas' three stripes. By opting for Nike's ticks and choosing to become a pawn in international corporate rivalry, the DFB has destroyed a long-held sports tradition.
• Narrative B, as provided by Forbes. While it may be an emotional issue for many, the deal makes financial sense and will support grassroots German football. The DFB doesn't have the enormous financial muscles required to support its more than 7.3M members. As Nike made the best financial offer transparently, it was natural to close this business deal to keep the sport alive in the country.