Vice-Chancellor and Minister of Economy and Climate Protection Robert Habeck (Greens) was the first to speak about the end of the long-standing partnership.
“I can hardly imagine a German jersey without three stripes. Adidas and the color black, red and gold have always belonged together for me. A piece of German identity. I would welcome a little more local patriotism,” he said according to Süddeutsche Zeitung.
Die Welt, however, recalled that it was Habeck who wrote on Facebook in 2019: “I always wanted to vomit for love of country. I never knew what to do with Germany, and I still don’t.’
“Local patriotism? That is a really strong word from a member of the Greens,” wrote Die Welt.
A pro-Palestinian activist called for a boycott of Nike. In their shoes
Cocktail
In turn, Bavarian Prime Minister Markus Söder (CSU) recalled the sensational triumph at the World Cup in 1954, which gave the country new confidence.
“That’s why it’s wrong, shameful and incomprehensible that this story should end right now. German football should not be a pawn in international corporate battles,” he wrote on the X network.
“Should Adidas no longer be on the national jersey? An American company instead? I think it’s a bad decision when commercialism destroys tradition and a piece of home,” commented Health Minister Karl Lauterbach (SPD) on the X network.
Adidas should no longer be the national jersey in football? A US company instead? I think it’s a wrong decision where commerce destroys a tradition and a piece of home… pic.twitter.com/14N4xWCQJa
— Prof. Karl Lauterbach (@Karl_Lauterbach) March 21, 2024
The football association itself commented that it was not an easy decision.
“We understand the emotions that accompany everything. Even for us as a union, it is a drastic event when a partnership that was and is characterized by many special moments ends after more than 70 years. It doesn’t leave us cold,” the DFB wrote.
“We look forward to working with Nike and the trust they have placed in us. The future partnership will enable the DFB to carry out key tasks in the coming decade with regard to the all-round development of football in Germany,” quoted DFB President Bernd Neuendorf in a press release.
“However, one thing is also clear. Until December 2026, we will do everything in our power to achieve joint success with our long-standing and current partner Adidas, to whom German football owes a lot for more than seven decades,” added Neuendorf.
Money comes first
According to the Handelsblatt newspaper, the American giant will pay the country’s largest sports association a record sum of 100 million euros (2.53 billion crowns) a year. On the other hand, according to Bild newspaper, Adidas recently announced that it will pay the union 50 million euros per year.
“The awarding of the contract to Nike’s future partner is the result of a transparent and non-discriminatory tender process,” announced Holger Blask, CEO of the DFB.
Photo: Profimedia.cz
Soccer players from Germany and Ukraine in a friendly match last June
“Nike presented by far the best economic offer and also convinced us with its vision, which also includes a clear commitment to support amateur and grassroots sports and the sustainable development of women’s football in Germany,” he added.
In 2006, the DFB rejected Nike. At the time, the group reportedly offered 500 million euros (12.62 billion crowns) for a ten-year contract. However, the union remained loyal to its long-time partner, Adidas, even though its offer was reportedly much lower.
Tradition won’t pay the bills
The newspaper Bild said the change is good because tradition won’t pay the bills.
“Nostalgia is inappropriate at this point. After all, the DFB is in serious financial trouble! The largest sports association in the world has an obligation to its approximately seven million members to do what is best for them. Anything else would border on disloyalty,” he warns.
Photo: Profimedia.cz
“Emperor” Franz Beckenbauer at the Adidas fashion show in May 1975
At the same time, however, he points out that money is not everything.
“Nike offers more, thus sending its competitor Adidas to the sidelines. From a purely economic point of view, this may make sense. But football should be more,” Bild comments.
“The DFB needs the influx of millions from Nike because it has thrown a lot of money down the drain in recent years. National team without Adidas; the football romantic’s heart bleeds at the thought,” added the author.
Nike is doing better
Adidas has been the outfitter for all four German World Cups and three European Cups, as well as two Women’s World Cups and eight European Cups.
The Nike company has been dressing the national teams of Brazil, France, England, the Netherlands and Portugal for many years. In addition, he dresses top European clubs FC Liverpool, FC Barcelona and Paris St. Germaine.
According to ARD television, it reported annual sales corresponding to 47.1 billion euros (1.19 trillion crowns) with a profit of 4.7 billion (119 billion crowns).
Adidas, which dresses the current world champions from Argentina, the national teams of Spain, Italy, Belgium and the big clubs Real Madrid, Bayern Munich and Juventus Turin, on the other hand, had to accept a loss of 75 million euros (1.89 billion crowns) on a turnover of 21.4 billion euros (60.6 billion crowns).
Adidas will reopen its Russian branches in the fall, they write in Russia
Economic
2024-03-22 12:36:45
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