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German Soccer Embarks on a New Journey: The Adidas-Nike Transition In an announcement that shook the foundations of sports sponsorships, the German Football Association (DFB) revealed a groundbreaking shift from its long-standing partnership with Adidas to a new era with Nike starting in 2027. This move not only ends a partnership that has celebrated countless victories including four men's World Cup titles and the women's two World Cup and eight European titles but also marks a significant change in the landscape of soccer sponsorships, highlighting the dynamic and evolving nature of brand relationships in sports. This pivotal transition brings to mind the notable switch of Lionel Messi from Nike to Adidas in 2006, a move that underscored the profound impact of athlete endorsements and brand partnerships on the visibility and success of sports brands. Just as Messi's switch was a defining moment for Adidas, the DFB's transition to Nike symbolizes a new chapter for German soccer, promising innovation and development in the sport. 🏆 Die Mannschaft and Its Legacy The German national team, known affectionately as "Die Mannschaft," carries a legacy of excellence and unity, embodying the spirit of soccer and captivating fans worldwide. As they look forward to their new partnership with Nike, the anticipation for continued success and innovation on the global stage is palpable, reflecting both parties' commitment to the growth and development of the sport. 📈 Business Implications and Strategic Outlook This partnership is set to influence various aspects of the business landscape, including brand visibility, market share, product innovation, and fan engagement. While Nike stands to gain a new spectrum of opportunities and visibility in Europe, Adidas faces the challenge of navigating the loss of a key partner. However, Adidas's broad portfolio and global presence position it well to adapt and continue its leadership in sports innovation and sponsorships. 🔍 Despite the end of its era with the German national team, Adidas driving the industry forward through strategic partnerships, including renewed ties with Major League Soccer, innovative collaborations with Prada, and ongoing support for the Argentine Football Association. As the DFB embarks on this new journey with Nike, and Adidas continues to pave its path forward, the sports world watches eagerly, anticipating the next wave of innovation and collaboration that these changes will bring to the global stage of soccer. #SportsSponsorship #Adidas #Nike #GermanSoccer #InnovationInSports

Can anyone guarantee brand loyalty? Consider the German national football team. Sportswear company adidas, which has partnered with the team since the 1954 FIFA World Cup, was an ingrained part of German football culture. Entire generations of proud Germans grew up recognising the three-stripe logo decorating their team jerseys. But the German Football Association’s (DFB) recent announcement declaring an end to the 70-year sponsorship came as a blow to adidas and German sports fans. After the 2026 World Cup, the German national football team will no longer wear the three stripes that marked their uniform for decades. Now, Nike has stepped up to take its place. At the end of the day, it is a business transaction. While the facts are not known to the public, we do know that Nike offered the team a larger sum of money than adidas. Naturally, this makes sense to go for the better offer. But this decision is about more than money. Over the years, adidas has developed an understanding, not only with the German football team, but their fans, and the German people at large. To what extent should such choices be affected by their cultural implications? Do organisations have a duty to stand by their long-term branding partners, even if it is not the most profitable decision? I’m eager to hear your thoughts. Source: https://lnkd.in/gu6P7x5y #DFB #GermanNationalFootballTeam #adidas #Partnerships

MUST READ: German football ends 70 years with Adidas for Nike deal: The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas. The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns. Nike were able to blow away Adidas' offer and the deal was one they simply couldn't refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million. Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs. This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport. However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game. DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas. “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 characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold," Neuendorf said in a statement. “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 federation 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." It is a huge loss for Adidas' legacy, losing a long term relationship with the country's biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company. However, the company still has a huge standing in football despite this issue and won't be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor. This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success. The post German football ends 70 years with Adidas for Nike deal appeared first on Soccerscene. #Football #Soccer #FootballNews

🏆 adidas … YOU GOT THE BEAUTIFUL GAME … of the UEFA Euro 2024! 🆓 Here’s an idea for Adidas. ⚽ Adidas seamlessly blends on-field action with off-field engagement. For example, their swift approach to capitalizing on iconic moments of this Euro, like Bellingham’s last-minute bicycle kick screamer. 💡 The Idea: 🌟 Aligning with the “YOU GOT THIS” campaign, this “YOU GOT THE BEAUTIFUL GAME” could be a post to drive community engagement and celebrate the beauty of the game. ❓ Why? 🏆 Adidas vs. Nike: The Battle of the Euro! 👕 Nike might have secured 9 deals at the Euros compared to Adidas’s 6, but it’s Adidas’s two teams that have truly dominated with style and finesse. Spain, with its evolved direct tiki-taka, and Germany, the ever-reliable machine, have shown us what it means to play the beautiful game. 📸 This post was inspired by Jaime Muñoz’s viral “Everyone wants a pair” campaign idea that Nike didn’t end up using and Adidas’s post of Bellingham’s bicycle kick screamer. Easy to get inspired by that beauty. 🙌🏽 Adidas is winning both on and off the pitch. Their kits and Originals tracksuits, blending nostalgia with modern streetwear trends, are capturing the hearts of fans young and old. 🔥 Bonus! That nostalgic style even aligns with UEFA Euro 2024's intro, featuring iconic plays like Torres’s 2008 Euro goal. After Jens Lehmann’s comments, I felt compelled to remind him what young Spanish “inexperienced” players are capable of. What a game awaits us! Independent voice 🎙️, shared impact 🤝. Follow Alejandro Gomez Perez for more #sportsbiz & #sportsmarketing content. Share your unique perspectives in the comments! 🧠 ❓ Who do you think will win the beautiful game? 🇪🇸 vs 🇩🇪 ❓ What’s your opinion on these posts to boost off-field engagement by utilizing on-field action? ❓ Do you prefer traditional or modern designs for football kits? #adidas #euro2024 #spain #germany

ICYMI: German football ends 70 years with Adidas for Nike deal: The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas. The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns. Nike were able to blow away Adidas' offer and the deal was one they simply couldn't refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million. Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs. This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport. However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game. DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas. “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 characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold," Neuendorf said in a statement. “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 federation 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." It is a huge loss for Adidas' legacy, losing a long term relationship with the country's biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company. However, the company still has a huge standing in football despite this issue and won't be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor. This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success. The post German football ends 70 years with Adidas for Nike deal appeared first on Soccerscene. #Football #Soccer #FootballNews

German football ends 70 years with Adidas for Nike deal: The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas. The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns. Nike were able to blow away Adidas' offer and the deal was one they simply couldn't refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million. Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs. This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport. However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game. DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas. “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 characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold," Neuendorf said in a statement. “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 federation 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." It is a huge loss for Adidas' legacy, losing a long term relationship with the country's biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company. However, the company still has a huge standing in football despite this issue and won't be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor. This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success. The post German football ends 70 years with Adidas for Nike deal appeared first on Soccerscene. #Football #Soccer #FootballNews

It’s official: adidas x Prematch 🤝🔥 Today marked a very special day in Prematch’s history as they team up in a strong partnership with adidas. I absolutely LOVE what Lukas Röhle, Fiete Grünter, niklas brackmann supported by all their incredible team have done with this game changing ecosystem for grassroots football, supported by an incredibly strong group of investors including my great friend Ralf Reichert. Grassroots team sports is still unfortunately an underserved market, including in football, which has the largest multi billion community of engaged players & fans in the planet and Prematch has been doing an incredible job to lead the change in Germany today and in the world in the future for sure. Called by many "The Super Platform for Real Football", Prematch is europe's fastest growing team sports platform while is elevating the existing grassroots communities and democratises access to the 360 Digital identity for every recreational football athlete and the respective community and is today used in every German locker room. adidas has been under a large transformation over the last year with new executive Management, new stock market highs, an amazing buzz around Euro 2024 with at the New Jersey design for Germany and now partnering with Prematch to redefine grassroots football and pushing the community and next gen football beyond core markets globally Liga Portugal invited Lukas Röhle for the last TFS 2023 in Porto where Lukas spoke in a super interesting panel with other very interesting disruptive companies in this space like Nordensa® & Tonsser and everyone in the room could see the ambition and the mass opportunity ahead. Hope that we can have a repeat for this year edition 😀 For many years amateur football was treated unfortunately by the industry like an under asset and only a few believed in its real potential. Today finally we can see the world shifting and open its eyes to this incredible ecosystem that is now jump starting. And when we add the organised competition space, the power of co-creation and the capability of innovate the rules, the product, the distribution and personalisation, will be no surprise to anyone that this will be one of the highly priorities for all the world class investment players out there. Actually should be no surprise to say that Prematch is one of the strategic partners of Baller League, the fast growing amateur football league property globally. So if you want to listen and you want to open your eyes to what is fast coming, watch very closely this space. Let’s change the game, together! More to come.

The UEFA Euros are in full swing in Germany – but the biggest disruption for the host nation took place even before they kicked off that opening game with Scotland, when it was announced that Nike will become the main uniform sponsor for the German national soccer team from 2027 onwards – replacing adidas after a staggering 77 years, thus ending of one of sports longest brand partnerships.   Adi Dassler, the founder of adidas even sat on the West Germany bench when the team won their first-ever World Cup in 1954 (with players sporting Adidas boots, of course).   So, what does this say about the brands and how does it sit in their historical evolution of the past years?   🔎 Nike vs adidas. Similar businesses, different strategies.   ◾ Nike's success can be attributed to: Robust branding with iconic elements ("Swoosh," "Just Do It") and legendary ambassadors (Jordan, Woods, Federer). ▫ Digital transformation since 2012, positioning Nike as a lifestyle brand. ▫ Purpose-driven leadership, emphasizing societal responsibility and diversity, especially during COVID-19 and Black Lives Matter. ▫ Strong athlete relationships, redefining sports sponsorship.   ◾ On the other side, adidas is facing challenges due to: ▫ A historically conservative branding approach, with slower progress in areas like purpose, sustainability, and diversity. ▫ Negative impact from controversies (e.g., Kanye West allegations). ▫ Less progressive investments into brand value.   Although, we need to consider adidas continues to sponsor Italy and Argentina, and they sponsor the FIFA World Cup as a whole, the shift from adidas to Nike for the German national soccer team certainly underscores the importance of dynamic, purpose-driven brand strategies in today’s competitive landscape. Therefore, this is a pivotal moment for adidas to embrace transformation and carve out its unique path through innovation and change. #BrandValuation #BrandValue #BestGlobalBrands

An epic typographic fail — When the German national football team released new jerseys for the upcoming UEFA Euro 2024 tournament, much of the press focused on the shock news that Nike will replace Adidas as the team’s shirt supplier in 2027. Adidas has produced the country's jerseys since the 1950s, during which time the men's team (either as Germany or West Germany) has claimed four World Cups. This news has faded somewhat given the furore over the design of the jersey’s numbers, specifically, the number 44. The numeral’s similarity to that of the Nazi Schutzstaffel (SS) ‘lightning bolt’ symbol has resulted in a ban on customising German football kits with the number 44. Adidas have suggested that the kit’s designs were the responsibility of the German Football Association (DFB) and its partners, and that “any attempts to promote divisive or exclusionary views are not part of our values as a brand.” The DFB stated that the numbers were sent to UEFA for review, and that “[n]one of the parties involved saw any proximity to Nazi symbolism in the creation process of the jersey design.” This seems understandable, given the proofs shared would most likely not have included every possible combination of numbers, including 44. The design of the numbers appear to reference the iconic 1994 World Cup kit, with a similar 3D line detail. Though distinctive, issues with legibility could perhaps also be addressed as part of the redesign process which is now underway. #typedesign #typography

With all the drama around the German football federation’s switch to Nike, could Adidas rake in bumper sales of the Mannschaft’s jerseys for the Euros?   Adidas sold about two million German jerseys around the 2014 World Cup. They would be worth about €200 million at the current price – but that’s the retail value, and such global or European events only take place every two years. Not to mention that Germany won that World Cup.   So it’s pretty clear that Nike’s proposition isn’t all about the jerseys.   And yes, this whopping deal is likely to trigger yet another escalation in football endorsement prices, just as the French federation is organising an auction for a long-term apparel partnership.   If you want to find out more about Adidas and the rise of the football business, check out Sneaker Wars/ Pitch Invasion.   Thanks to Nike for the new epilogue. #SneakerWars #PitchInvasion Bjorn Gulden Arthur Hoeld Peter Mahrer Claus-Peter Mayer Uli Becker Markus Baumann Günter Weigl Photo: Adidas jerseys for 2024 European championships/ Adidas Group