Football Nike deal
Söder criticizes Adidas’ exit – “More straightforwardness would have been good for the DFB”
As of: 11:36 a.m. | Reading time: 3 minutes
Nike should equip DFB instead of Adidas – “The stock is losing weight”
From 2027, the national soccer team will wear jerseys from Nike instead of Adidas. This drastic and completely surprising decision was announced by the German Football Association (DFB). WELT stock exchange moderator Dietmar Deffner comments on the stock market’s immediate reaction to the change.
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The DFB’s change of supplier from Adidas to Nike caused a huge stir. The association does not provide any figures. The contract with Nike apparently brings a windfall. Now Bavaria’s Prime Minister is also joining the debate.
Bavaria’s Prime Minister Markus Söder also criticizes the change of supplier at the German Football Association from Adidas to Nike. “The success story began in 1954 with the unforgettable World Cup victory, which gave our country self-confidence again. “That’s why it’s wrong, a shame and also incomprehensible that this story should end now,” wrote the CSU politician on Friday on X (formerly Twitter). The national team “plays in three stripes – that was as clear as the fact that the ball is round and a game lasts 90 minutes.”
The news caused quite a stir. After seven decades, the partnership between the German Football Association (DFB) and Adidas is ending. The national team wore the jersey with the three stripes for 70 years. This will end in 2027, the DFB will let the contract expire and will then cooperate with the US sporting goods manufacturer Nike. The US company is expected to equip all national teams during this period.
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“German football is pure home – and not a pawn in international corporate battles. Commerce isn’t everything. The DFB would have benefited from more straightforwardness despite all the economic challenges,” explained the 57-year-old Söder. German football has always been “a piece of German economic history”. Adidas is based in Herzogenaurach in the Free State of Bavaria.
Söder accompanied his post with a photo of the award ceremony after the 2014 World Cup triumph. Bastian Schweinsteiger, dressed like his colleagues in the well-known jersey, is holding up the World Cup trophy in the picture.
Nike should pay 100 million
According to information from “Handelsblatt”, the change of supplier for the DFB is extremely lucrative. The contract with Nike is expected to bring the DFB 100 million euros per year. This would mean that Nike would far exceed the previous contract amount of the current supplier Adidas.
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The long-standing partner Adidas, which will continue to equip all national teams until the end of 2026, is expected to transfer around 50 million euros annually to the DFB. The association announced the new deal on Thursday, but did not mention the contract amount. It simply said that Nike “made by far the best economic offer.”
Karl Lauterbach plays sports in Adidas clothes, but the national team will soon no longer be there
Source: dpa/Bernd von Jutrczenka
The change in supplier also sparked criticism from Federal Economics Minister Robert Habeck, among others. “I can hardly imagine the German jersey without the three stripes. For me, Adidas and black-red-gold always belonged together. A piece of German identity. “I would have liked a bit more local patriotism,” said Habeck.
DFB won all World Cup and European Championship titles wearing Adidas jerseys
Federal Health Minister Karl Lauterbach (SPD) also criticized the DFB’s decision and wrote on “X”: “Adidas should no longer be the national jersey in football? A US company instead? I think it’s a wrong decision where commerce is destroying a tradition and a piece of home.”
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The change in supplier will end a partnership between the DFB and Adidas that has lasted more than 70 years. 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 collaboration with Nike is initially scheduled to run until 2034.
