The German Football Association (DFB) has signed Nike, the American sportswear giant, as its official kit supplier.
This partnership will commence in 2027 and go through 2034, marking a significant shift from the DFB’s longstanding relationship with the German brand, adidas.
Under the terms of the agreement, the athleticwear company will provide kits for all Die Mannschaft teams across various disciplines, including football, futsal, and beach soccer. This comprehensive support signifies a new chapter in German football’s apparel sponsorship landscape.
The decision to partner with the sportswear giant comes after a period of dominance by the three-stripe brand. German national teams, clad in adidas kits, have participated in every major FIFA World Cup since 1954, securing six World Cup victories during this 70-year alliance. The iconic adidas three stripes have become synonymous with the German football success, etching a lasting image in the world of sports collaborations.
However, the DFB has prioritized financial considerations in its selection process. Citing Nike’s “best economic offer,” the association has opted for a change following the FIFA World Cup 2026 scheduled for Mexico, the United States, and Canada.
DFB President Bernd Neuendorf, said, “We’re looking forward to working together with Nike and we’re pleased with the trust placed in us. The future partnership allows the DFB to fulfil central functions with a view to a comprehensive development of football in Germany in the coming decade. However, it’s also clear that we will fully commit to achieving joint success with our long-standing and current partner adidas, who German football owes a great deal to for more than seven decades of cooperation, until December 2026.
Managing Director, DFB GmbH & Co. KG, Dr. Holger Blask, explained, “Awarding a contract to our future kit supplier Nike is the result of a transparent and non-discriminatory tender procedure. Nike made by far the best financial offer 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 the planning and lead times, and it was discussed beforehand with all the relevant stakeholders.”
DFB Treasurer, Stephan Grunwald, said, “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.”
Nike, a globally recognized brand with its emblematic swoosh logo, was founded in 1964. The company has evolved from a running shoe seller into a sportswear powerhouse. Renowned for innovative designs and motivational mottos like “Just Do It,” the athleticwear company equips athletes of all levels to pursue their fitness goals. Sports royalties like LeBron James, Cristiano Ronaldo, and Tiger Woods headline Nike’s impressive roster of global brand ambassadors. The swoosh extends its reach to India as well, the brand has partnered with cricket stars Smriti Mandhana, Prithvi Shaw, Ravichandran Ashwin, Shubman Gill, and Mohammad Shami.
Die Mannschaft, currently placed in Group A alongside Scotland, Switzerland, and Hungary, will kick off their Euro 2024 campaign against Scotland on June 15, 2024.