Andy Griffiths’ Post

The German Football Association (DFB) has decided to end its 70-year contract with the German company Adidas to supply the German national team with uniforms and equipment, and to sign a contract with the US company Nike for the period 2027-2034. The announcement of the switch in support of the German national team from Germany's leading sportswear manufacturer, Adidas, to its biggest rival, US-based Nike, just before the European Championships hosted by Germany this year, sent shockwaves through Germany and abroad. With the German Football Association (DFB) in financial difficulties partly due to the poor performance of the German national team and other factors, Nike apparently won the new contract with an offer of €100 million a year, twice as much as Adidas (€50 million). Adidas' trademark 'three stripes' had become a German football tradition, but now Adidas has introduced a rather bizarre pink and purple uniform for away games in the European Championships in an attempt to appeal to the ticktock generation. This was controversial, with some saying the color scheme went against German football tradition. Adidas shares reacted surprisingly positively to the news of the DFB's change of partner on 22 March, rising +0.5% on the day. Nike shares, on the other hand, reacted quite negatively, falling -7.7% on the same day. The causal relationship is not clear, but it could be a warning that an American company will not get much in return for its support of the German national team. Towards the end of 2026, when the supply contract expires, the last of the national team's 'three stripes' could become as popular a collector's item as the 'Berlin Wall'. I secretly hope that the German national team will do well in the European Championship and that the surge in sales of uniforms and beer will boost German consumer spending, which has been slow to recover after a positive turnaround in real wages.

ADIDAS have just lost their most historic sports partner. It's just been announced that the German National Team will be ending their 77-year partnership with Adidas, to move to their largest competitor, Nike. This news comes on the back of what's been an incredibly turbulent two years at Adidas. The German sportswear giant posted its first annual loss in more than 30 years earlier this month after having to deal with the fall-out of cutting ties with Kanye West and suspending its highly profitable Yeezy line. However, the recent announcement regarding the German National Team switching to Nike is incredibly symbolic of the brand's recent downfall... Germany and Adidas go hand-in-hand. The National team currently trains at the Adidas facilities in Herzogenaurach. Bayern Munich, Germany's most successful football team, is part-owned by the sportswear brand. As a football fan, I struggle to imagine the German team playing without the three stripes on their shirt. The switch is set to take place in 2027, so we'll still see the national team play in Adidas during the upcoming UEFA Euro 2024 and at the World Cup in 2026. #news #sportsbusiness #partnerships

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, as announced by the German Soccer Federation (DFB). The new deal will continue for 8 years till 2034 and ends Germany's long-standing association with Adidas which last for the past 70 years. German Soccer is looking to work with Nike as they have made the best financial offer and impressed the Federation with the content of their vision. Under the deal, Nike will not only provide apparel and equipment to all DFB national teams but will also promote amateur football and ensure that women's football in Germany continues to develop sustainably. The media reports that the DFB stands to receive more than €100 million ($108 million) – around twice as much as it currently receives from German outfitter Adidas. In 2023, Nike generated sales of more than $51 billion (€47 billion), an increase of 10% compared to 2022. While Adidas reported a loss that represents a further setback in already difficult economic times as the sales fell slightly to around €21.4 billion. For the first time in over 30 years, Adidas slipped into the red, with a loss of around €75 million after it ended its collaboration with Kanye West. Now it will be interesting to know how Adidas will maintain its market share and save itself from financial loss after losing consumer trust. Hope you find this post interesting! Follow me (Mohit Rajani) for more: #investmentbanking #finance #investing #equityresearch  

🇩🇪 The German national football team is bidding farewell to its enduring partnership with Adidas, marking a significant shift as Nike steps in to make their kits starting from 2027. Under the new agreement, Nike will be the exclusive supplier of the team's attire until 2034, replacing Adidas, which has held this role since 1954. 💲The decision might have been influenced by amidst financial challenges for Adidas, evident in their recent €58 million ($63 million) net loss for 2023. Reports suggest that Nike's commitment includes an annual payment of around €100 million (£86m & $108m), a substantial increase compared to Adidas's previous contribution of €50 million. 📊 In 2018, it was reported that Adidas signed an eight-year contract with the German Football Association (DFB) worth approximately €50 million annually for the rights to supply the German national team's kits. From a financial perspective, the DFB’s decision will not have any immediate impact on Adidas as its contract covers this year’s Euro 2024 tournament which will be hosted by Germany as well as the 2026 World Cup. 🤝🏽 This transition signals a new chapter for both the German team and the sports apparel landscape, as Nike takes the helm in outfitting one of football's most iconic squads.

Adidas is Replaced as German Football Team’s Sponsor After 77 Years. The German National Football Team has signed Nike as its new sponsor, parting ways with adidas after more than seventy years. The American brand will become the new supplier from 2027 and has signed an agreement through to 2034. German title, Handelsblatt, reports that Nike will pay €100 million ($108 million) a year, and ,,Bloomberg adds that, if correct, this means that the brand is paying more to the German team than it pays to France and England – both of whom are higher in the FIFA rankings.  ,,In a statement, Dr. Holger Blask, Managing Director of the German football association, DFB, explained: “Awarding a contract to our future kit supplier Nike is the result of a transparent and non-discriminatory tender procedure. Nike made by far the best financial offer and additionally impressed with the content of their vision, which also included a clear commitment to supporting amateur and grassroots sport, as well as the sustainable development of women’s football in Germany.” However, the deal has raised some eyebrows in Germany, not least because adidas is a German company. The German Economy Minister and Vice Chancellor Robert Habeck told the newswire DPA: “I can hardly imagine the German jersey without the three stripes. Adidas and black-red-gold always belonged together in my mind. A piece of German identity. There I would have hoped for a bit more hometown loyalty.” https://lnkd.in/dU7mFzSP

Big news in the world of sports apparel! The German Football Association (DFB) recently announced a significant shake-up in their long-standing partnership with Adidas, opting to team up with Nike starting from 2027 🇩🇪⚽ After over 70 years of collaboration, the decision to part ways with adidas, a partnership steeped in history and tradition, in favor of Nike, speaks volumes about the evolving dynamics in the industry️. The DFB's choice underscores the critical intersection of economics, vision, and brand alignment in sports partnerships. While financial considerations undoubtedly played a role, it's clear that Nike's commitment to amateur and grassroots sports, as well as the sustainable development of women’s soccer in Germany resonated deeply with the DFB's strategic objectives 🎯 We at Above Sports are excited to witness the impact of this decision on the global sports marketing landscape. It's a testament to the ever-evolving nature of the industry and the importance of forging partnerships that align with values, vision, and ambition 🥇 #Sportsmarketing #Partnerships #AboveSports

Nike’s latest coup over Adidas in becoming the jersey supplier of the German football team isn’t just another deal that one can ignore. The national team has been playing in the three stripes for more than 70 years and German football fans just cannot relate to anything that goes on the jersey alongside the four stars (one each for every World Cup title). There’s probably no other national symbol that was as strong as the partnership between the football team and Adidas - I mean who doesn’t like the story of the homegrown family firm growing to become a global superpower in sports apparel and that too during postwar Germany! The deal offered by Nike reported to be around 110 million dollars is something that a debt-ridden Deutscher Fußball-Bund could not refuse. Though this is not the first time that Nike has made an offer to the Deutsch football team, there have been offers made back in 2007 as well which was then refused by the federation. The announcement comes at a really bad time for Adidas who are facing their first annual loss in three decades, a major fallout with Kanye West who drives the Yeezy sneaker line - a coup which was staged by Adidas that lured Kanye out of Nike back in the day. With the increasing dominance of Nike over Adidas, it will be interesting to see what move the German brand makes to gain lost ground! #nike #adidas #germanfutbol #partnerships #sportsdeals

In 2004, Nike was getting crushed by Adidas in European football. Then they made ONE genius move and stole Adidas' football empire. Here's the full story: 👇 The early 2000s were brutal for Nike in Europe: Adidas owned EVERYTHING: - Real Madrid - Bayern Munich - UEFA Champions League - FIFA World Cup But Nike saw something everyone missed: Football wasn't just a sport. It was entertainment. And they had the perfect star for their plan... A Brazilian magician named Ronaldinho. Nike's plan was revolutionary: Don't just sponsor football. Create a whole new football culture. They called it "Joga Bonito" (Play Beautiful). What happened next was incredible... They created something nobody had seen before: A video of Ronaldinho hitting the crossbar 4 times. People said it was impossible. It became YouTube's first viral hit. 1 million views.In 2005! But that was just the beginning... Nike signed the most entertaining players: Ronaldinho's magic Henry's elegance Young Cristiano's flair And then it happened: 2004: Struggling in Europe 2006: Overtook Adidas in market share Nike Football revenue? Passed $1B They'd created a movement. The best part? A whole generation grew up wanting to "Play Beautiful" like their Nike heroes. The kings of football weren't just winning. They were entertaining. Today: Nike owns football culture. All because in 2004, they realized: To win in sports, Don't just sell the game. Sell the dream.

How important are the logos and symbols on football shirts and what role does patriotism play in branding and sponsorship? We look at two Adidas and Nike stories that made the headlines recently to try and figure out what it all means. Have a read: https://lnkd.in/ebPjJcEW   #brand #branding #sponsorship #football

Soccer is filled with competitiveness, drama and layered stories. Derbies between teams. Histories of clubs and the people that built them. Styles of play. Drama around player transfers. The sport has it all. And one of the things it has in droves are deep rooted rivalries. Enter Nike and adidas. adidas v Nike The two biggest brands in global soccer might be as big as any rivalry that the sport has to offer. On and off the field, both brands have enjoyed tremendous success as product suppliers to the world's biggest national teams, clubs, players and so on. And each brand has deep rooted ties to two of the most successful soccer nations in the world... https://lnkd.in/geF3D2Sw