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DFB Chooses Nike Over Adidas in Groundbreaking $108 Million Deal

The German Football Federation's switch to Nike after a 70-year partnership with Adidas ignites controversy and backlash across Germany.

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The official jerseys of Germany's national soccer team for this year's European Football Championship on display Adidas' headquarters in Bavaria, Germany in March 2024.

Overview

  • Nike seals a landmark $108 million deal with the German Football Federation (DFB), ending Adidas' 70-year partnership starting from 2027.
  • The switch has sparked widespread backlash in Germany, with political figures and the public voicing strong opposition.
  • Nike's commitment includes outfitting all national teams and promoting German football, aiming to turn the German team into a global brand.
  • Adidas made a last-minute attempt to retain the partnership, but the DFB rejected the offer in favor of Nike's financially superior proposal.
  • The deal comes at a time when the DFB is facing financial difficulties, including a tax fraud investigation and the high costs of its new headquarters.