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Did Adidas lose the German Football team's shirt deal because of a rapper? Kanye West's controversial remarks led Adidas to cut ties, impacting their revenues, especially with Yeezy shoes off the market. The German football team's poor performance also harmed the German Football Federation (DFB) financially. When the DFB opened bids for kits, Nike seized the opportunity and offered twice the amount that Adidas did. The result? The DFB terminated an almost 80-year-old relationship with Adidas in favor of a new 8-year deal with Nike. The move received heavy criticism in Germany, with some even calling it unpatriotic. What's your take? Did the DFB make the right call? #Adidas #Nike #GermanFootball #DFB #KanyeWest #Yeezy #Sponsorship #SportsBiz #FootballKit #NikevsAdidas #Sports #SportsMarketing #Branding #Sportswear #Marketing

The kit suppliers at the UEFA European Championship 2024 👕🌍. 🥇 Nike is the most prominent brand at the tournament with 9 deals, which ensures them a 37.5% visibility across all teams at the Euros. These 9 deals have an estimated combined annual value of $132.99 million, meaning the average value of their kit supplier deals is $14.77 million. 🥈 The only brand which comes close to Nike’s spending and exposure is Adidas, who has 6 active deals, meaning 25% of the teams at the Euros are wearing Adidas kits. The estimated annual value for all these 6 deals is $112.31 million, meaning the average value of their kit supplier deals is $18.71 million. 📊 This duo clearly dominates the market at the Euro 2024, with 62.5% of all competing nations wearing their kits. Furthermore, the brands’ combined annual spend ($245.3m) accounts for 93.83% of the expenditure across the 24 kit supplier deals. #nike #adidas #euro2024 #football #footballbusiness

🏆 adidas … YOU GOT THE BEAUTIFUL GAME … of the UEFA Euro 2024! 🆓 Here’s an idea for Adidas. ⚽ Adidas seamlessly blends on-field action with off-field engagement. For example, their swift approach to capitalizing on iconic moments of this Euro, like Bellingham’s last-minute bicycle kick screamer. 💡 The Idea: 🌟 Aligning with the “YOU GOT THIS” campaign, this “YOU GOT THE BEAUTIFUL GAME” could be a post to drive community engagement and celebrate the beauty of the game. ❓ Why? 🏆 Adidas vs. Nike: The Battle of the Euro! 👕 Nike might have secured 9 deals at the Euros compared to Adidas’s 6, but it’s Adidas’s two teams that have truly dominated with style and finesse. Spain, with its evolved direct tiki-taka, and Germany, the ever-reliable machine, have shown us what it means to play the beautiful game. 📸 This post was inspired by Jaime Muñoz’s viral “Everyone wants a pair” campaign idea that Nike didn’t end up using and Adidas’s post of Bellingham’s bicycle kick screamer. Easy to get inspired by that beauty. 🙌🏽 Adidas is winning both on and off the pitch. Their kits and Originals tracksuits, blending nostalgia with modern streetwear trends, are capturing the hearts of fans young and old. 🔥 Bonus! That nostalgic style even aligns with UEFA Euro 2024's intro, featuring iconic plays like Torres’s 2008 Euro goal. After Jens Lehmann’s comments, I felt compelled to remind him what young Spanish “inexperienced” players are capable of. What a game awaits us! Independent voice 🎙️, shared impact 🤝. Follow Alejandro Gomez Perez for more #sportsbiz & #sportsmarketing content. Share your unique perspectives in the comments! 🧠 ❓ Who do you think will win the beautiful game? 🇪🇸 vs 🇩🇪 ❓ What’s your opinion on these posts to boost off-field engagement by utilizing on-field action? ❓ Do you prefer traditional or modern designs for football kits? #adidas #euro2024 #spain #germany

How Puma is taking on Nike and Adidas at Copa America? To many, the German firm Puma was seen as a baby brother. This is reflected in overall sales, with Puma recording $2.1billion (£1.66bn at current rates) in revenue in the first quarter of 2024, compared to $5.46bn for Adidas and $12.43bn for Nike. As such, Puma is indisputably a challenger brand. Adidas has long had its tentacles wrapped around major FIFA tournaments, such as the World Cup, and UEFA’s prized assets- the European Championship and Champions League. But this summer’s Copa America is the first since 2004 not to have Nike as a sponsor of the tournament and the match ball. Instead, Puma has taken ownership, as part of a bigger deal including all of the South American football federation CONMEBOL’s country and club competitions. Yet Puma only sponsors one national team competing at the Copa America: Paraguay. Adidas sponsors eight (most notably Argentina and Mexico), Nike sponsors four (including the USA and Brazil), Marathon sponsors two, and Reebok sponsors one. It follows a pattern Puma has adopted in different markets, notably taking over sponsorship of the English Premier League ball from the 2024-25 season after a long period of Nike dominance, but sponsoring only one club in Manchester City. Puma also sponsors the ball in La Liga but does not sponsor any of Spain’s biggest hitters. NYT story by Adam Crafton, link below.

German Soccer Embarks on a New Journey: The Adidas-Nike Transition In an announcement that shook the foundations of sports sponsorships, the German Football Association (DFB) revealed a groundbreaking shift from its long-standing partnership with Adidas to a new era with Nike starting in 2027. This move not only ends a partnership that has celebrated countless victories including four men's World Cup titles and the women's two World Cup and eight European titles but also marks a significant change in the landscape of soccer sponsorships, highlighting the dynamic and evolving nature of brand relationships in sports. This pivotal transition brings to mind the notable switch of Lionel Messi from Nike to Adidas in 2006, a move that underscored the profound impact of athlete endorsements and brand partnerships on the visibility and success of sports brands. Just as Messi's switch was a defining moment for Adidas, the DFB's transition to Nike symbolizes a new chapter for German soccer, promising innovation and development in the sport. 🏆 Die Mannschaft and Its Legacy The German national team, known affectionately as "Die Mannschaft," carries a legacy of excellence and unity, embodying the spirit of soccer and captivating fans worldwide. As they look forward to their new partnership with Nike, the anticipation for continued success and innovation on the global stage is palpable, reflecting both parties' commitment to the growth and development of the sport. 📈 Business Implications and Strategic Outlook This partnership is set to influence various aspects of the business landscape, including brand visibility, market share, product innovation, and fan engagement. While Nike stands to gain a new spectrum of opportunities and visibility in Europe, Adidas faces the challenge of navigating the loss of a key partner. However, Adidas's broad portfolio and global presence position it well to adapt and continue its leadership in sports innovation and sponsorships. 🔍 Despite the end of its era with the German national team, Adidas driving the industry forward through strategic partnerships, including renewed ties with Major League Soccer, innovative collaborations with Prada, and ongoing support for the Argentine Football Association. As the DFB embarks on this new journey with Nike, and Adidas continues to pave its path forward, the sports world watches eagerly, anticipating the next wave of innovation and collaboration that these changes will bring to the global stage of soccer. #SportsSponsorship #Adidas #Nike #GermanSoccer #InnovationInSports

The German Football Association (DFB) has decided to end its 70-year contract with the German company Adidas to supply the German national team with uniforms and equipment, and to sign a contract with the US company Nike for the period 2027-2034. The announcement of the switch in support of the German national team from Germany's leading sportswear manufacturer, Adidas, to its biggest rival, US-based Nike, just before the European Championships hosted by Germany this year, sent shockwaves through Germany and abroad. With the German Football Association (DFB) in financial difficulties partly due to the poor performance of the German national team and other factors, Nike apparently won the new contract with an offer of €100 million a year, twice as much as Adidas (€50 million). Adidas' trademark 'three stripes' had become a German football tradition, but now Adidas has introduced a rather bizarre pink and purple uniform for away games in the European Championships in an attempt to appeal to the ticktock generation. This was controversial, with some saying the color scheme went against German football tradition. Adidas shares reacted surprisingly positively to the news of the DFB's change of partner on 22 March, rising +0.5% on the day. Nike shares, on the other hand, reacted quite negatively, falling -7.7% on the same day. The causal relationship is not clear, but it could be a warning that an American company will not get much in return for its support of the German national team. Towards the end of 2026, when the supply contract expires, the last of the national team's 'three stripes' could become as popular a collector's item as the 'Berlin Wall'. I secretly hope that the German national team will do well in the European Championship and that the surge in sales of uniforms and beer will boost German consumer spending, which has been slow to recover after a positive turnaround in real wages.

Can anyone guarantee brand loyalty? Consider the German national football team. Sportswear company adidas, which has partnered with the team since the 1954 FIFA World Cup, was an ingrained part of German football culture. Entire generations of proud Germans grew up recognising the three-stripe logo decorating their team jerseys. But the German Football Association’s (DFB) recent announcement declaring an end to the 70-year sponsorship came as a blow to adidas and German sports fans. After the 2026 World Cup, the German national football team will no longer wear the three stripes that marked their uniform for decades. Now, Nike has stepped up to take its place. At the end of the day, it is a business transaction. While the facts are not known to the public, we do know that Nike offered the team a larger sum of money than adidas. Naturally, this makes sense to go for the better offer. But this decision is about more than money. Over the years, adidas has developed an understanding, not only with the German football team, but their fans, and the German people at large. To what extent should such choices be affected by their cultural implications? Do organisations have a duty to stand by their long-term branding partners, even if it is not the most profitable decision? I’m eager to hear your thoughts. Source: https://lnkd.in/gu6P7x5y #DFB #GermanNationalFootballTeam #adidas #Partnerships

Big news in the world of sports apparel! The German Football Association (DFB) recently announced a significant shake-up in their long-standing partnership with Adidas, opting to team up with Nike starting from 2027 🇩🇪⚽ After over 70 years of collaboration, the decision to part ways with adidas, a partnership steeped in history and tradition, in favor of Nike, speaks volumes about the evolving dynamics in the industry️. The DFB's choice underscores the critical intersection of economics, vision, and brand alignment in sports partnerships. While financial considerations undoubtedly played a role, it's clear that Nike's commitment to amateur and grassroots sports, as well as the sustainable development of women’s soccer in Germany resonated deeply with the DFB's strategic objectives 🎯 We at Above Sports are excited to witness the impact of this decision on the global sports marketing landscape. It's a testament to the ever-evolving nature of the industry and the importance of forging partnerships that align with values, vision, and ambition 🥇 #Sportsmarketing #Partnerships #AboveSports

German football ends 70 years with Adidas for Nike deal: The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas. The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns. Nike were able to blow away Adidas' offer and the deal was one they simply couldn't refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million. Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs. This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport. However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game. DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas. “We understand every emotion. It’s also a drastic event for us as an association when it becomes clear that a partnership that was and is characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold," Neuendorf said in a statement. “The DFB has to make economic decisions against this background. Nike made by far the best financial offer in the transparent and non-discriminatory tender process. “The federation will do everything we can to achieve shared success with our long-standing and current partner Adidas, to whom German soccer has owed a lot for more than seven decades." It is a huge loss for Adidas' legacy, losing a long term relationship with the country's biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company. However, the company still has a huge standing in football despite this issue and won't be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor. This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success. The post German football ends 70 years with Adidas for Nike deal appeared first on Soccerscene. #Football #Soccer #FootballNews

MUST READ: German football ends 70 years with Adidas for Nike deal: The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas. The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns. Nike were able to blow away Adidas' offer and the deal was one they simply couldn't refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million. Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs. This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport. However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game. DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas. “We understand every emotion. It’s also a drastic event for us as an association when it becomes clear that a partnership that was and is characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold," Neuendorf said in a statement. “The DFB has to make economic decisions against this background. Nike made by far the best financial offer in the transparent and non-discriminatory tender process. “The federation will do everything we can to achieve shared success with our long-standing and current partner Adidas, to whom German soccer has owed a lot for more than seven decades." It is a huge loss for Adidas' legacy, losing a long term relationship with the country's biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company. However, the company still has a huge standing in football despite this issue and won't be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor. This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success. The post German football ends 70 years with Adidas for Nike deal appeared first on Soccerscene. #Football #Soccer #FootballNews