Adidas blind-sided by German national football team choosing Nike as sponsor
Fortune EuropeMar 22
Nike Ousts Adidas as Sponsor of German Football Team
The Facts
The German Football Association (DFB) has announced that Nike Inc. will replace Adidas AG as the official kit supplier for national soccer teams from 2027 until 2034.
The decision will end more than seven decades of partnership between German football and Adidas — spanning four World Cup wins for the men's team and two for the women's — after the FIFA World Cup in 2026.
The Spin
Narrative A
The "commercial" decision to switch kit suppliers, which has even caught the German sportswear maker off guard, will destroy a piece of German identity. The national team has always played in Adidas' three stripes. By opting for Nike's ticks and choosing to become a pawn in international corporate rivalry, the DFB has destroyed a long-held sports tradition.
Narrative B
While it may be an emotional issue for many, the deal makes financial sense and will support grassroots German football. The DFB doesn't have the enormous financial muscles required to support its more than 7.3M members. As Nike made the best financial offer transparently, it was natural to close this business deal to keep the sport alive in the country.