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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

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

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 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 UEFA Euros are in full swing in Germany – but the biggest disruption for the host nation took place even before they kicked off that opening game with Scotland, when it was announced that Nike will become the main uniform sponsor for the German national soccer team from 2027 onwards – replacing adidas after a staggering 77 years, thus ending of one of sports longest brand partnerships.   Adi Dassler, the founder of adidas even sat on the West Germany bench when the team won their first-ever World Cup in 1954 (with players sporting Adidas boots, of course).   So, what does this say about the brands and how does it sit in their historical evolution of the past years?   🔎 Nike vs adidas. Similar businesses, different strategies.   ◾ Nike's success can be attributed to: Robust branding with iconic elements ("Swoosh," "Just Do It") and legendary ambassadors (Jordan, Woods, Federer). ▫ Digital transformation since 2012, positioning Nike as a lifestyle brand. ▫ Purpose-driven leadership, emphasizing societal responsibility and diversity, especially during COVID-19 and Black Lives Matter. ▫ Strong athlete relationships, redefining sports sponsorship.   ◾ On the other side, adidas is facing challenges due to: ▫ A historically conservative branding approach, with slower progress in areas like purpose, sustainability, and diversity. ▫ Negative impact from controversies (e.g., Kanye West allegations). ▫ Less progressive investments into brand value.   Although, we need to consider adidas continues to sponsor Italy and Argentina, and they sponsor the FIFA World Cup as a whole, the shift from adidas to Nike for the German national soccer team certainly underscores the importance of dynamic, purpose-driven brand strategies in today’s competitive landscape. Therefore, this is a pivotal moment for adidas to embrace transformation and carve out its unique path through innovation and change. #BrandValuation #BrandValue #BestGlobalBrands

German Football Association (DFB): ❌ Adidas -> ✅ Nike (Hopes for Patriotism?) The German Football Association (DFB) has inked an eight-year deal with Nike as their official kit supplier, starting from 2027. The wild thing about this news? Adidas has been a DFB partner since the 1950s! The deal indicates a whopping €100 million per year bid from Nike, reportedly nearly double what Adidas offered. The decision is a surprise to the football and sponsorship world. No one expected Adidas to lose the bid. The German economy minister Robert Habeck said he “would have hoped for more patriotism.” I'm a German. How do I feel about it? When we talk business, the best offer wins. Nike's offering double the money. Congrats on winning the bid, Nike! I don't know all the ins and outs of this partnership and proposals. But a decades-long partnership against the canvas of patriotism carries its challenges. A reminder for brands and rightsholders: 1) Always re-innovate. 2) Make your offer stand out. 3) Never take a deal for granted. 4) Don't rely on patriotism when pitching. Nike won the bid, but let's remember that. German football is one of the most recognised in the world. Adidas is one of the most recognised German brands in the world. How did they come this far? Together. Pushbacks can be great lessons and often force you to challenge the status quo. Let's remember the Adidas slogan: "𝐈𝐦𝐩𝐨𝐬𝐬𝐢𝐛𝐥𝐞 𝐈𝐬 𝐍𝐨𝐭𝐡𝐢𝐧𝐠" Everyone loves comeback stories, especially in sports. I hope to see German teams wearing Adidas (again)! P.S. Is it the right move for DFB and Nike, or should there be more room for patriotism in such decisions? Thoughts? #SportsMarketing #Nike #DFB #adidas #sportsbusiness #football

𝐖𝐡𝐲 𝐭𝐡𝐞 𝐆𝐞𝐫𝐦𝐚𝐧 𝐅𝐀’𝐬 𝐀𝐝𝐢𝐝𝐚𝐬 𝐛𝐫𝐞𝐚𝐤𝐮𝐩 𝐢𝐬 𝐚𝐛𝐨𝐮𝐭 𝐦𝐨𝐫𝐞 𝐭𝐡𝐚𝐧 𝐚 𝐬𝐡𝐢𝐫𝐭! 🚨 Nike's new England jersey sparked controversy among fans due to changes in the St George's Cross colours, highlighting the significance of kits in international soccer. 🎯 Despite the controversy, Nike secured a major victory by outbidding adidas to become the official kit supplier for the German Football Association (DFB) from 2027 to 2034. 💰 Nike's bid of €100 million per year nearly doubled Adidas's offer, signalling a significant shift in the soccer kit sponsorship landscape. 😯 The DFB's decision was largely motivated by financial considerations, as Nike's offer provided much-needed stability amidst recent poor performances by the German national team. 🙆🏻♂️ adidas, a long-standing partner of the DFB since the 1950s, faced a surprising loss of contract that underlined the business aspect of sports sponsorships. 👟 Adidas faced challenges in recent years, including declining revenues and the fallout from partnerships like Kanye West's Yeezy line. 👊🏼 While Adidas remains a dominant player in the football market, losing the DFB contract represents a symbolic blow to its legacy and brand image. 🥇 The DFB partnership win boosts Nike's global brand presence and competitive edge in the sports apparel industry. 🔥 Despite the setback, Adidas maintains partnerships with other top teams like Argentina and Italy and will continue to supply kits for the 2026 World Cup. 🧠 Nike's victory comes at a time of strategic shifts in its business model, including a re-emphasis on wholesale distribution. Source: SportsPro #sportsmarketing #sportssponsorship #sportsbusiness #worldcup2026

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.

With all the drama around the German football federation’s switch to Nike, could Adidas rake in bumper sales of the Mannschaft’s jerseys for the Euros?   Adidas sold about two million German jerseys around the 2014 World Cup. They would be worth about €200 million at the current price – but that’s the retail value, and such global or European events only take place every two years. Not to mention that Germany won that World Cup.   So it’s pretty clear that Nike’s proposition isn’t all about the jerseys.   And yes, this whopping deal is likely to trigger yet another escalation in football endorsement prices, just as the French federation is organising an auction for a long-term apparel partnership.   If you want to find out more about Adidas and the rise of the football business, check out Sneaker Wars/ Pitch Invasion.   Thanks to Nike for the new epilogue. #SneakerWars #PitchInvasion Bjorn Gulden Arthur Hoeld Peter Mahrer Claus-Peter Mayer Uli Becker Markus Baumann Günter Weigl Photo: Adidas jerseys for 2024 European championships/ Adidas Group