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Nike has secured a landmark sponsorship deal with the German national football team, ousting Adidas from a partnership that has endured for over half a century, signaling a significant blow to the latter's brand.
As announced by the DFB German Football Association, Nike will take over as the primary kit supplier for all national football teams starting in 2027, ending Adidas' longstanding reign since 1950.
The move underscores the financial and symbolic weight of the change, with German economy minister Robert Habeck expressing disbelief at the prospect of the team without Adidas' iconic three stripes, which he described as a "piece of German identity."
While specific financial details were not disclosed, Nike's offer was deemed the most attractive by the DFB, with commitments to support grassroots sports and women's football in Germany.
Nike CEO John Donahoe emphasized the ambition to elevate the German team into a global brand and its athletes into international icons, signaling a strategic move to bolster Nike's presence in the football market.
DFB president Bernd Neuendorf acknowledged Adidas' significant contributions over the decades but affirmed the association's gratitude for Nike's support and the prospect of a financially stable future.
For Adidas, losing sponsorship of its home country's national team represents a significant setback for CEO Bjørn Gulden, who has been striving to navigate the company through financial challenges.
The decision's immediate financial impact on Adidas is minimal, as its current contract extends through Euro 2024 and the 2026 World Cup.
Despite recent positive market performance, Adidas shares experienced a slight decline following the announcement, highlighting investor concerns over the brand's future prospects.
Adidas' unveiling of the German team's Euro 2024 kit, featuring a unique pink away jersey, garnered attention but failed to offset the broader challenges posed by losing the national team sponsorship.
As Nike prepares to step into its new role, the sports world awaits the impact of this historic partnership shift on both brands and the landscape of football sponsorship.
