Nike deal ends German soccer’s long-standing relationship with Adidas

The German soccer federation says American sportswear giant Nike is to supply all of Germany’s national teams with its apparel and equipment from 2027. (File/AP)
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Updated 22 March 2024
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Nike deal ends German soccer’s long-standing relationship with Adidas

  • The new deal extends to 2034 and ends Germany’s long-standing relationship with Adidas
  • Adidas appeared to be surprised by the DFB’s decision to switch to its biggest rival
  • The switch was driven by financial and other concerns

BERLIN: German soccer and Adidas are breaking up.

American sportswear giant Nike will supply all of Germany’s national teams with its apparel and equipment from 2027, the German soccer federation (DFB) surprisingly announced Thursday.

The new deal extends to 2034 and ends Germany’s long-standing relationship with Adidas, which goes back some 70 years and had appeared unshakeable.

Germany’s men’s team are using Adidas’ headquarters in Herzogenaurach, near Nuremberg, as their team base for the European Championship, which Germany is hosting this summer.

Adidas appeared to be surprised by the DFB’s decision to switch to its biggest rival, only confirming in a brief statement: “We were informed by the DFB today that the association will have a new supplier from 2027.”

German teams wore Adidas gear for all four of the men’s World Cup titles, their three European titles, and the women’s two World Cup and eight European titles.

The DFB later defended its switch to the American kit supplier.

“We understand every emotion. It’s 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 cold,” the DFB wrote on X, formerly Twitter.

It said its first priority is soccer and its development in Germany, where it is responsible for more than 24,000 clubs and 2.2 million active players. It said it invests money in member clubs and its amateur base so soccer remains a sport for the people.

“The DFB has to make economic decisions against this background. Nike made by far the best financial offer in the transparent and non-discriminatory tender process,” the DFB wrote.

Earlier, DFB President Bernd Neuendorf said, “We’re looking forward to working with Nike and the trust they’ve placed in us. The future partnership will enable the DFB to continue to carry out key tasks in the coming decade with regard to the comprehensive development of soccer in Germany.”

Neuendorf pointed out that Adidas will remain the DFB’s supplier until December 2026 and “we will do everything we can to achieve shared success with our long-standing and current partner Adidas, to whom German soccer has owed a lot for more than seven decades.”

Adi Dassler, the founder of the German sportswear brand, sat on the bench beside West Germany coach Sepp Herberger when the German men’s team won the World Cup for the first time in 1954, wearing his company’s screw-in stud boots.

Dassler did not invent the boots with changeable studs, as many believe. They were invented some years before by German shoemaker Alexander Salot, who registered his invention with the German patent office on Aug. 30, 1949.

But they certainly helped the Germans beat Hungary in the 1954 World Cup final. Dassler’s company has been supplying German soccer with its gear ever since, and only last week it presented the new jerseys for Euro 2024, which Germany will host between June 14 and July 14.

Germany’s under-21 coach Antonio Di Salvo said the decision to change kit supplier was “very surprising for everyone ... especially now when the new jersey for the European Championship was presented. I did not expect that.”

The switch was driven by financial and other concerns.

“Nike made by far the best economic offer and also impressed with its substantive vision, which includes a clear commitment to the promotion of amateur and grassroots sports as well as the sustainable development of women’s soccer in Germany,” DFB chief executive Holger Blask said.

DFB treasurer Stephan Grunwald also pointed to a rosier future for German soccer as a result of the new deal.

“We are grateful to be able to look forward to an economically stable future as an association thanks to Nike’s commitment,” Grunwald said, without providing details of what the American company will pay.

It’s clearly more than Adidas was prepared to invest to extend its existing deal. But the DFB’s decision has not met universal approval at home.

“I can hardly imagine the German jersey without the three stripes,” German Vice Chancellor Robert Habeck said. “Adidas and black-red-gold always belonged together for me, a piece of German identity. I would have liked a bit more local patriotism.”


Premier League rings in New Year with goal drought as Man City lose ground in title race

Updated 02 January 2026
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Premier League rings in New Year with goal drought as Man City lose ground in title race

  • Second-placed City would have reduced Arsenal’s advantage to two points but instead were frustrated as their winning streak in all competitions was halted at ​eight
  • Liverpool’s attack was also found wanting as they drew 0-0 at home to Leeds United while there were no goals at Brentford as they ground out a draw with Tottenham Hotspur

SUNDERLAND, England: The Premier League’s festive feast turned stale on Thursday as the New Year’s Day program served up three 0-0 draws, most significantly Manchester City’s stalemate at Sunderland which left them four points adrift of leaders Arsenal.

Second-placed City would have reduced Arsenal’s advantage to two points but instead were frustrated as their winning streak in all competitions was halted at ​eight.

Liverpool’s attack was also found wanting as they drew 0-0 at home to Leeds United while there were no goals at Brentford as they ground out a draw with Tottenham Hotspur.

The only goals of the day came at Selhurst Park where Fulham’s Tom Cairney scored a late equalizer in a 1-1 draw.

Sunderland have proved stubborn opposition on their return to the Premier League and have now drawn with City, Arsenal and third-placed Aston Villa at their Stadium of Light.

They are only the second promoted team to remain unbeaten in their first 10 home games in a Premier League campaign, after Ipswich Town in 1992-93, and were worth their point.

City did everything in their power to make the breakthrough but home goalkeeper Robin ‌Roefs pulled off a ‌series of saves while the closest the visitors came to scoring was Josko ‌Gvardiol’s ⁠header ​which shaved ‌the post in the second half.

“They are so physical. They’re so strong, so it’s not a surprise at that. We take the point,” City boss Pep Guardiola said. “Really pleased with the performances, especially in the second half. There’s still a long way (to go).”

One boost for City was the sight of Rodri back in action as a substitute for the injured Niko Gonzalez having recovered from a hamstring injury that had restricted him to a handful of minutes in the last three months.

Arsenal’s 4-1 thrashing of Villa on Tuesday put them on 45 points at the halfway stage of the season while Pep Guardiola’s City have 41 after just their ⁠second league draw of the season.

Next up for Arsenal is a trip to struggling Bournemouth on Saturday while City are at home a day later against Chelsea ‌who parted ways with coach Enzo Maresca on Thursday.

Reigning champions Liverpool are 12 ‍points behind Arsenal in fourth place as they produced a ‍lacklustre display.

Their best chance fell to Hugo Ekitike but his miss rather summed up Liverpool’s day, somehow heading an ‍inviting cross by Jeremie Frimpong away from goal when he seemed set to score.

It could have been worse for Arne Slot’s side too with Dominic Calvert-Lewin having an 81st-minute goal disallowed for offside after latching on to a pass by Noah Okafor.

“You would like to start off (2026) with a win,” Slot said. “But it was difficult. I don’t think we were able to play many times through their low ​block.

“Sometimes we didn’t have enough bodies in front of the goal and in other moments where we did create or we were close to a goal, we were a bit unfortunate.”

For Leeds it was ⁠another important point in their bid to stay clear of the relegation zone. They are in 16th place with 21 points, seven ahead of third-from-bottom West Ham United.

“It doesn’t come along that often that you get a clean sheet and a point at Anfield,” Leeds boss Daniel Farke said.

“We had to defend and suffer but we are newly promoted and came to the defending champions.”

Spurs manager Thomas Frank went back to his old club Brentford but it was a forgettable affair as Tottenham’s 137-game run in the Premier League without a goalless draw ended.

Their last one was also against Brentford in May 2022.

The draw left Tottenham in 12th place with 26 points while Brentford, who had the better chances, are ninth with 27.

Palace are now winless in six matches in all competitions as they were denied victory by a superb curling shot by Cairney.

Jean-Philippe Mateta had headed Palace into the lead but the hosts faded and Fulham would have snatched all three points had Dean Henderson not made a great save to deny ‌Timothy Castagne and had Joachim Andersen not blazed a shot over.

“When the legs and the mind are not that fresh it’s a little bit difficult. It was a good point today,” Palace manager Oliver Glasner said. Palace are 10th with Fulham 11th, both on ‌27 points.