Nike celebrates shock deal with German FA: 'No one can beat us'
US sportswear giant Nike has celebrated its shock deal with the German Football Federation (DFB), which will end an over 70-year partnership with Adidas.
Thursday's announcement from the DFB about a change in Germany kit suppliers from 2027 caught the football world by surprise given the iconic status of Adidas in Germany.
"It was a remarkable team effort and a great proof that when Nike brings out our best, no one can beat us," Nike chief executive John Donahoe said in a conference call with analysts after the presentation of its latest quarterly figures.
"We feel honoured and privileged to partner with the German Football Federation, starting in 2027."
No financial details were given but German business newspaper Handelsblatt, citing industry sources, said Nike will pay the cash-strapped DFB more than €100 million ($108 million) per year between 2027 and 2034. Bild reported that the current Adidas deal is worth €50 million a year.
The Germany men's team have crashed out of the last two World Cups in the group stage and the women's side suffered the same fate last year, hitting DFB revenues.
The Nike head said the firm had demonstrated its ability to turn the German team back into a "global brand" and the footballers into "global heroes." Nike also took over the France and England contracts in 2012 and 2013.
