German football teams to part ways with Adidas, set for new partnership with Nike starting in 2027
Germany's national sides to part ways with Adidas, set for new partnership with Nike starting in 2027
It will be the end of an era for the German football teams (men's and women's) after the national board announced it won’t be extending its deal withAdidas on Thursday (Mar 21). Germany, which has been sponsored by Adidas since 1954, will now don kits sponsoredby Nike, another big name in the sports industry. The deal with Nike will start in 2027 and will last for seven years, however, for now, Adidas will remain the primary kit manufacturer at least until the 2026 FIFA World Cup in the USA, Mexico and Canada.
Adidas to no longer serve Germany
Adidas appeared to be surprised by the DFB's decision to switch to its biggest rival, confirming in a brief statement only: "We were informed by the DFB today that the association will have a new supplier from 2027."
Adidas has a special relationship with Germany’s success in the men’s FIFA World Cup as they were the kit sponsors during all their triumphs in 1954, 1974, 1990 and 2014. Adidas’ logo was not on Germany’s kits in the 1970 FIFA World Cup when it was instead sponsored by its subsidiary Erima. However, during its glory years, both worldwide and in Europe, Adidas has sponsored Die Mannschaft.
While the decision came as a surprise for Adidas, DFB (Germany’s national football board), had a swift take on it and clarified their stance.
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"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 characterized by many special moments is coming to an end after more than 70 years. That doesn't leave us cold," the DFB wrote on X, formerly Twitter.
The deal starting in 2027 will see Nike sponsor both men’s and women’s senior teams during which they will provide kits for the Men’s Euro 2028 in the United Kingdom and the FIFA Men’s World Cup in 2030 which will be hosted in three continents.
However, for now, the national team will focus on the upcoming Euro 2024 which begins in June in their homeland where they will be one of the favourites to win the tournament alongside France, Italy and England. They last won the Euro 1996 in England beating the Czech Republic in the final.
