Federal Minister of Economics Robert Habeck has criticized the future change of supplier at the German Football Association from long-time partner Adidas to Nike. “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.
On Thursday, the DFB announced that the US sporting goods manufacturer Nike will equip all German national teams from 2027. This marks the end of a partnership with 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.
“That doesn’t leave us indifferent”
The collaboration with Nike is initially scheduled to run until 2034. The decision against Adidas and in favor of Nike was obviously also driven by economic considerations. According to information from “Handelsblatt”, Nike will have the deal cost more than 100 million euros per year from 2027. This is said to have become known from industry circles. This would mean that Nike would far exceed the previous contract amount of the current supplier Adidas. 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 German Football Association is now defending its future change of supplier. “We understand every emotionality. It is also a drastic event for us as an association when it becomes clear that a partnership that was and is characterized by many special moments is coming to an end after more than 70 years. That doesn’t leave us indifferent,” wrote the DFB on X.
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However, the DFB is “first and foremost committed to German football and its development,” it continued, justifying the decision with economic considerations: “The DFB has a unique selling point: it is a sports association that finances its member associations and the base in the amateur sector is not financed by them. He puts the money into football. So that football remains a popular sport.”
