Berlin, Germany – In a surprising move, the German Football Association (DFB) has decided to switch the supplier of the national team’s kit from Adidas to US-based Nike starting in 2027. This decision has sparked criticism from politicians in Germany, with Economy Minister Robert Habeck expressing disappointment over the lack of local patriotism in choosing a non-German company like Nike.
The DFB defended its decision by stating that the deal with Nike was financially beneficial and would provide support for grassroots football in Germany. This move marks the end of a longstanding relationship between Adidas and the German national football team, which has spanned over 70 years.
Reports indicate that Nike offered to pay approximately €100m per year to supply the kit, double the amount that Adidas was previously paying. While the financial aspect played a significant role in the decision, it has not been well-received by politicians across the political spectrum in Germany.
Politicians like Health Minister Karl Lauterbach and Bavarian premier Markus Soeder have lamented the end of Adidas’s partnership with the national team, citing historical significance and national identity associated with the three stripes of Adidas. The emotional attachment to the brand among Germans has made the switch to Nike a contentious issue.
Despite the backlash, the DFB stands by its decision, emphasizing the need to make economic decisions that benefit German football in the long run. The organization highlighted Nike’s superior financial offer and the potential for sustaining football programs across the country.
While Adidas has declined to comment on the specifics of the contract, the debate over the national team’s kit supplier reflects a broader trend of sports associations seeking lucrative sponsorships to support their operations. The controversy in Germany coincides with similar concerns raised in England over Nike’s design for the England team kit, showcasing how sporting apparel deals can stir national pride and commercial interests simultaneously.