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Adidas and Germany end 70-year partnership

Nike is set to replace Adidas as the sponsor of the German national football team, marking the end of one of the longest-standing kit partnerships in the sports industry.

The announcement, made by the German Football Association (DFB), signals a fresh setback for Adidas, while providing a substantial boost to Nike’s global presence in football.

The DFB revealed on Thursday afternoon that Nike had secured a seven-year contract to become the main supplier of kit for all national football teams starting from 2027.

This decision marks a historic shift as it will be the first time since 1950 that German footballers will not don the iconic three-striped logo of Adidas, a brand deeply entrenched in German sporting culture.

While the DFB did not disclose the specific financial terms of the deal, it emphasized that Nike had presented the most compelling financial offer and had also committed to supporting amateur, grassroots, and women’s football initiatives in Germany.

The association expressed gratitude for the stability that Nike’s support promises, ensuring a financially secure future for German football.

DFB president Bernd Neuendorf acknowledged Adidas’ longstanding partnership, stating that German football owed a great deal to the brand for over seven decades of collaboration.

However, the decision to switch sponsorship reflects a strategic move aimed at securing both financial prosperity and broader support for football development in Germany.

Nike will be Germany’s kit supplier from 2027 (REUTERS)

For Adidas, losing the sponsorship of its home country’s national football team represents a significant blow, particularly under the leadership of sports-oriented CEO Bjørn Gulden.

Gulden, a former professional football player, has been determined to leverage Adidas’ rich historical heritage to navigate the company through its deepest financial crisis in thirty years.

Despite this setback, Adidas maintains its ongoing commitments, including supplying kits for the Euro 2024 tournament hosted by Germany and the 2026 World Cup in the United States, Canada, and Mexico.

The company remains resilient, focusing on innovative designs and marketing strategies to maintain its competitive edge in the global sports apparel market.

Adidas recently made headlines with the unveiling of Germany’s national team kit for Euro 2024, featuring a striking pink away jersey with no historical precedent.

Despite initial scepticism, the shirt has already become a bestseller, showcasing the enduring appeal of Adidas products among football enthusiasts.