Former DFB director and national soccer player Oliver Bierhoff defended the German Football Association’s switch to Nike as a supplier. “Of course, tradition and long-term partnerships are important,” writes Bierhoff in a posting on LinkedIn. However, the days of staying with a sponsoring partner out of patriotism are over. “We simply can’t afford that anymore.”
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The association announced on Thursday that after 70 years it would turn away from the previous supplier Adidas and switch to the US company Nike. Federal Economics Minister Robert Habeck, among others, criticized this. He said he would have “wished for a little more local patriotism.”
Politicians should stay out of the discussion, wrote Bierhoff and called on economic politicians to contribute “more to local patriotism.” “I see such politicians’ comments as an own goal.” If the DFB decides on the economically better offer, it will be carefully considered.
Income from the deal will benefit the clubs
Bierhoff defended the partnership in his contribution. It shows that the national team is and remains attractive – sponsors are betting on the team’s future “despite the current lack of form.” The team is still rated highly in terms of international importance and the new partnership opens up new opportunities.
The DFB is also committed to its members and therefore also to the clubs. The money raised from the jersey deal will also benefit popular sports. Nike is also “very interested in the development of women’s football.” The former DFB director expects new impulses here.
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Football is currently faced with the question of what tradition means. It is an important foundation for club sport, “but we have to keep the entire structure of German football attractive and globally competitive,” writes Bierhoff.
Criticism from politics
It wasn’t just Habeck who received criticism from politics. “This decision is incomprehensible and I have to honestly say that it is also unpatriotic,” said CDU chairman Friedrich Merz. Health Minister Karl Lauterbach (SPD) wrote on Platform X about a “wrong decision where commerce destroys a tradition and a piece of home.” The three stripes are part of the four stars, said Hesse’s Prime Minister Boris Rhein (CDU).
The association is not left unaffected by criticism, the DFB said. “The German Football Association is, first and foremost, committed to German football and its development.” The partnership with Nike ensures that he can continue to carry out his most important tasks in the next decade. “We’re looking forward to that.” Nike made by far the best economic offer, explained DFB managing director Holger Blask.
Meanwhile, in Great Britain, Nike is being criticized for high jersey prices. The US company is also the outfitter for the national team there. The new jerseys cost the equivalent of more than 145 euros. Opposition leader Keir Starmer called on Nike to reduce prices.
Former DFB director and national soccer player Oliver Bierhoff defended the German Football Association’s switch to Nike as a supplier. “Of course, tradition and long-term partnerships are important,” writes Bierhoff in a posting on LinkedIn. However, the days of staying with a sponsoring partner out of patriotism are over. “We simply can’t afford that anymore.”
The association announced on Thursday that after 70 years it would turn away from the previous supplier Adidas and switch to the US company Nike. Federal Economics Minister Robert Habeck, among others, criticized this. He said he would have “wished for a little more local patriotism.”
