In a significant announcement, the German Football Association (DFB) revealed that American sportswear giant Nike would become their official supplier starting from 2027, thereby concluding a longstanding partnership with German firm Adidas. The decision marks a pivotal shift in the landscape of football apparel sponsorship.
The DFB, in a statement released on Thursday, disclosed that Nike would supply all national teams from 2027 to 2034, having presented the most compelling financial offer. DFB President Bernd Neuendorf expressed optimism about the forthcoming collaboration, highlighting its potential to advance football development in Germany over the next decade.
“The coming partnership allows the DFB for the next decade to work on central tasks with a view to developing football in Germany,” remarked Neuendorf in the statement.
The news marks a departure from tradition, as Germany has relied on Adidas products throughout its illustrious football history, including all four World Cup victories from 1954 to 2014. Notably, Adidas extended its partnership with the DFB in 2019, with a contract set to conclude in 2022.
“Until December 2026 we will work with all our might for common success with our longtime and current partner Adidas, whom German football has a lot to thank for after more than seven decades,” Neuendorf acknowledged, recognizing Adidas’ enduring contribution to German football.
Responding to the DFB’s decision, Adidas issued a statement confirming their awareness of the development. “We have a current contract with the German Football Association DFB until the end of 2026,” the statement read. “We were informed by the DFB today that the federation will have a new supplier from 2027 onwards.”
Germany, boasting the world’s largest football association with over seven million registered members, is set to host Euro 2024 from June 14 to July 14, underscoring the significance of the transition in suppliers as the country prepares for a landmark football event.
The switch in supplier represents a strategic move for the DFB as it seeks to capitalize on new opportunities and partnerships to further elevate football in Germany. With Nike set to take the reins from 2027 onwards, the footballing landscape is poised for an intriguing evolution, marking the end of an era and the dawn of a new chapter in German football apparel sponsorship.
