Nike swoops in, Eagles to don swoosh
German Football Association announces Nike as kits sponsors from 2027
A week after launching its new kit with Adidas, the German Football Association (DFB) has announced a kit partnership with Nike.
The agreement with the American sportswear giant that will come into effect from 2027 until 2034 puts an end to a seven-decade-long partnership with Adidas.
“We’re looking forward to working together with Nike and we’re pleased with the trust placed in us,” said Bernd Neuendorf, DFB president.
“The future partnership allows the DFB (Deutsche Fußball-Bund) to fulfil central functions with a view to a comprehensive development of football in Germany in the coming decade.”
‘Looking into a financially stable future’
The partnership with Nike will provide the DFB with a financially stable future, according to Stephan Grunwald, the association's treasurer.
“The DFB is a central social institution with the 7.3 million people that it represents and it has a unique selling point among sports federations: It supports its members financially and isn’t financed by these members.
“This helps to preserve football as a national sport and makes it possible to offer club memberships at comparatively low prices.
“We’re grateful to be able to look into a financially stable future again due to Nike’s commitment as an association.”
Back in 2007, Nike offered the DFB 400 million euros for an eight-year deal from 2011, according to Reuters.
‘Nike made the best offer’
“Nike made by far the best financial offer,” said Dr. Holger Blask, Managing Director of the DFB GmbH & Co. KG. “And additionally impressed with the content of their vision, which also included a clear commitment to supporting amateur and grassroots sport, as well as the sustainable development of women’s football in Germany.
“The timing of the tender procedure is normal in terms of planning and lead times, and it was discussed beforehand with all the relevant stakeholders.”