German Football Abandons Domestic Brand Adidas... "Nike Deal Amid Financial Difficulties"

The German national soccer team that won the 2014 World Cup wearing uniforms made by Adidas. [Image source=AP Yonhap News]

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The "Panzer Army," the German national football team, will wear Nike uniforms starting in 2027. This marks the end of a 70-year partnership with Adidas, the team's longtime sponsor.

The German Football Association (DFB) announced on the 21st (local time) in a press release that "from 2027 to 2034, we have signed an equipment supply contract with Nike," adding, "Nike will provide equipment to all national teams under the association and support German football."

[Image source=Reuters Yonhap News]

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The DFB did not hide that the termination of the contract with the domestic brand Adidas, which had sponsored the team for over 70 years, was due to financial issues. Stefan Grunwald, DFB's financial officer, said, "Thanks to Nike's commitment, the association can now envision a financially stable future, and we are grateful." President Bernd Neuendorf stated, "We will do our utmost to successfully complete the remaining journey with our long-time partner Adidas until December 2026."

The German men's national football team, including the former West Germany, won the World Cup four times and the European Championship three times wearing Adidas uniforms. The women's team lifted the World Cup trophy twice and the European Championship eight times. However, following the men's team's long-term slump, including two consecutive group stage eliminations after winning the 2014 Brazil World Cup, the DFB has also faced financial difficulties. The DFB recorded a deficit of 4.2 million euros (approximately 6.1 billion KRW) in 2022, and local media estimate that the deficit was even larger last year.

Meanwhile, the DFB's announcement of the sponsorship change came just over a week after Adidas unveiled the new uniforms for the upcoming UEFA European Championship (Euro 2024) in June. Many fans expressed dissatisfaction with the new away kit, which departed from tradition by mixing pink and purple colors. According to a survey by polling agency Civey, 57% of respondents said they did not like the new uniform, constituting a majority.

On the same day, Nike closed at $100.82 on the New York Stock Exchange, up 0.55% from the previous session.

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