As of: March 23, 2024, 5:07 a.m
By: Alexander Kaindl, Luca Hartmann, Christoph Wutz
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Press
Split
The DFB is ending the partnership with supplier Adidas.
The DFB will then be equipped by competitor Nike.
The details of the realignment.
New supplier: The DFB switches from Adidas to Nike
DFB switch to Nike: Federal Minister of Economics Robert Habeck comments
Adidas taken by surprise?
Long-time DFB partner makes a brief statement
Update from March 22nd, 10:17 p.m.:
In an interview with the business magazine
Capital
, DFB treasurer Stephan Grunwald commented on the financial dimensions of the offers from Adidas and Nike.
“In the end we had to decide what was the best economic offer.
The offers from Nike and Adidas were so far apart that we actually had no choice,” said Grunwald.
The Herzogenaurach-based sporting goods manufacturer made an offer to the DFB that was “not competitive,” the treasurer further revealed.
“The difference between the bidders was significant.
The DFB would not have left Adidas because of a difference of two million euros per year.”
Adidas made one last attempt: details about the DFB exit
Update from March 22nd, 1:27 p.m.:
Adidas apparently tried until the end to extend its equipment deal with the German Football Association (DFB).
Bild reported on Friday that Adidas
boss
Björn Gulden personally traveled to the DFB headquarters in Frankfurt/Main on Wednesday.
A final offer was presented there and a possible extension was discussed.
The DFB refused, the association will be equipped by Nike from 2027 and will receive around 100 million per year for this.
The collaboration initially runs until 2034.
What would company founder Adi Dassler think of the DFB's exit?
© IMAGO/Harry Koerber
Adidas earthquake at the DFB: euphoric Nike statement
Update from March 22nd, 8:26 a.m.:
The US giant Nike was delighted after its spectacular entry as a supplier to the DFB and explained its goals.
“We are pleased to be an official partner of the German Football Association from 2027 and to work with them to unlock the future potential of football,” Nike Europe told
SID
.
The Americans will equip all German national teams until 2034.
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The DFB is a "legendary global force in football that shares our passion for the sport," the company continued: "Together we can be catalysts for change - from supporting the men's and women's national teams with the best product innovations to towards the expansion of women’s football and the promotion of popular sport.”
DFB also justified the move to Nike with its commitment to the base in the amateur sector
After more than 70 years, the DFB is turning away from the traditional company Adidas and is entering into a lucrative partnership with the US giant Nike from 2027.
The new deal is apparently expected to bring the association at least a doubling of the previous payment.
The DFB also justified its surprising change of supplier with its commitment to the base in the amateur sector.
At the 2024 European Championships, the men's team will set up its base camp in the “home ground” at Adidas' headquarters in Herzogenaurach and play in the jerseys that have just been presented.
The 2026 World Cup in the USA, Canada and Mexico will be a farewell for Adidas.
Update from March 22nd, 7:59 a.m.:
Further details about the DFB's Nike deal have now become known.
Apparently the US sporting goods manufacturer pays 100 million euros per year to the German Football Association.
A huge sum.
Apparently “only” half of Adidas will exist by 2026 – there is talk of 50 million euros annually.
The DFB switches from Adidas to Nike.
© Steinsiek.ch / Imago
U21 national coach Antonio Di Salvo on the change of supplier at the DFB: “Surprising for all of us”
Update from March 22nd, 7:07 a.m.:
The change of supplier at the German Football Association (DFB) was also unexpected for those directly affected.
"I hadn't heard anything about it, there were no signs at all - especially now that the jersey was presented," said U21 national coach Antonio Di Salvo on Thursday: "It was very surprising for everyone when this news came."
The DFB had recently announced a partnership with the US giant Nike from 2027 and turned away from adidas after more than 70 years.
“We have a lot in common with Adidas, especially a history,” says Di Salvo.
At the 2024 European Championship, the senior national team will set up its base camp at Adidas in Herzogenaurach and play in the jerseys that have just been introduced.
U21 captain Eric Martel expressed a similar opinion to Di Salvo, but sees the change primarily as pragmatic: “I will wear what is put on the pitch.”
DFB move to Nike: Robert Habeck comments
Update from March 21st, 8:20 p.m.:
After Adidas ended as the DFB's supplier, Federal Economics Minister Robert Habeck has now taken a stand and expressed his disappointment with the change of supplier.
“I can hardly imagine the German jersey without the three stripes,” said Habeck.
“For me, Adidas and black, red and gold always belonged together.
A piece of German identity.
“I would have liked a bit more local patriotism,” added the 54-year-old.
Habeck is referring to the DFB's change of supplier from the German company Adidas to the US sporting goods manufacturer Nike.
Adidas taken by surprise?
Long-time DFB partner makes a brief statement
Update from March 21st, 6:17 p.m.:
Adidas was apparently taken by surprise by the DFB's sponsorship loss.
“We were informed by the DFB today that the association will have a new supplier from 2027,” the traditional company said soberly on Thursday in response to a request from the
German Press Agency
(dpa).
First report from March 21st, 4:48 p.m.:
Frankfurt - The new DFB jerseys from Adidas have just caused a lot of excitement when the DFB announces the amazing news: The partnership with the supplier, which has lasted over 70 years, will end in 2027. After that, it will take over Nike is the biggest competitor at the DFB.
The association announced the surprising news in a press release on Thursday afternoon.
Hammer at the DFB: partnership with Adidas ends – Nike takes over
“Nike will equip all DFB national teams and promote German football in its entirety,” says the DFB.
Accordingly, the equipment contract with Nike will run from 2027 to 2034. The contract with Adidas will expire at the end of 2026.
“The future partnership will enable the DFB to continue to carry out key tasks in the coming decade with a view to the comprehensive development of football in Germany,” DFB President Bernd Neuendorf is quoted as saying.
Until then, the DFB wants to “do everything we can to achieve shared success with our long-standing and current partner Adidas, to whom German football has owed a lot for more than seven decades.”
The official jerseys of the German national team for the upcoming European Football Championship come from supplier Adidas.
From 2027, the DFB jerseys will feature the Nike logo.
© Daniel Karmann/dpa
After over 70 years: DFB will wear Nike jerseys from 2027
The DFB has been running with supplier Adidas for over 70 years and has celebrated great success with the supplier's traditional three stripes on its chest.
Adidas was the supplier for all four World Cup titles and all three European Championship titles for men as well as for the two World Cup titles and the eight European Championship trophies for women.
“The award to the future equipment partner Nike is the result of a transparent and non-discriminatory tender,” said Holger Blask, CEO of DFB GmbH & Co. KG.
Blask also makes it clear: “Nike made by far the best economic offer.”
In addition, the supplier was “convincing with its content vision”, which also includes the promotion of amateur and popular sports and the development of women’s football.
Nike is taking over three major tournaments at the DFB – Adidas
The home European Championship in 2024, the women's European Championship in 2025 in Switzerland and the men's World Cup in 2026 in the USA, Mexico and Canada will now be the last tournaments for the DFB teams that they will still play in Adidas uniforms.
For Nike, the supplier deal represents a real coup: By joining the DFB, they are depriving their competitor Adidas of one of their flagships of the last decades.
For years, the two companies have been fighting for first place on the market as the leading sporting goods company.
(LuHa/dpa)