Contract with Nike for 2027-2034 “We will liquidate our domestic brand due to financial issues”
German soccer announced its separation from Adidas, the country's leading global sports brand. Instead, the American global brand Nike was chosen.
The German Football Association announced on the 22nd that “Nike has signed a contract to provide uniforms and other equipment to the German men’s and women’s national teams of all ages from 2027 to 2034.” The German national soccer team will continue to wear Adidas uniforms until December 2026. Bernd Neuendorf, president of the German Football Association, said, “We have signed a new contract with Nike, but we will do our best until December 2026 to succeed together with our long-time partner Adidas, to whom German football has owed a great deal for more than 70 years.”
It appears that the reason German soccer decided to end its relationship with Adidas, which had lasted for more than 70 years, and join hands with Nike instead was due to financial issues. German soccer's financial difficulties have worsened due to the withdrawal of sponsors after the men's national team suffered a bitter taste of elimination in the group stage for two consecutive tournaments in the 2018 Russia and 2022 Qatar World Cups.
The German Football Association also announced the contract with Nike, saying, “For the association, which is responsible for more than 24,000 club teams and 2.2 million active players, the development of football is a top priority. “Nike made us the best financial offer during the bidding process.” It is not known how much financial support Nike intends to provide to the German Football Association during the term of his contract. 섯다
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