Source: AFP
Nike scored one of the most surprising victories in its long battle to dominate the international football business when it outbid Adidas to become Germany’s kit supplier.
German newspapers reported that the American sports equipment giant overcame their rival’s home advantage with an offer of around 100 million euros ($108 million) a year. Adidas reportedly offered a final offer of between €60-65 million.
The deal left the German Football Association (DFB) to defend itself against government accusations that they lacked “patriotism”.
Nike’s three-decade drive to expand its international portfolio has hit political snags before.
They were accused of interfering in the planning and selection of the team with their first big signing, Brazil. This week they were embroiled in a debate in England after trying to update the St George’s Cross flag on the national team kit for this summer’s Euros.
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AFP Sport looks at the sponsorship battles:
Brazil: the Ronaldo case
Source: AFP
In the early 1990s, the American company, best known for its groundbreaking deal with basketball icon Michael Jordan, moved into soccer, sponsoring individual stars. In 1996, as they also diversified into golf by signing Tiger Woods, Nike signed its first major deal with a national soccer team, a 10-year contract with Brazil. Nike also signed an individual deal with Brazil’s rising star Ronaldo.
These signings were followed by controversy at the 1998 World Cup. In the hours before the final against France, Ronaldo, who the previous year had become the youngest winner of the Ballon d’Or, felt ill. He was omitted from the team sheet before being restored to the starting line-up shortly before kick-off.
France won 3-0 and Nike were accused of forcing their star to play. The player denied it.
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England: gateway to Europe
Source: AFP
In 2007, Nike bought the British company Umbro, the kit supplier of the England team. Nike took over as supplier in England in 2012 and sold Umbro. This gateway to Europe strengthened the challenge of the American company Adidas, then number one in football.
Nike stumbled into controversy in England this week when it released an England shirt that featured a modified St George’s Cross, England’s emblem, using purple and blue horizontal stripes in what it called a “playful update”. Flag-waving politicians fell in line, with British Prime Minister Rishi Sunak saying “we must not mess” with the flag.
France: the story of a jersey
Adidas has supplied France since 1972, designing the iconic shirts with three white stripes across the chest worn by Les Bleus as they won the 1998 World Cup. But in 2008, Nike acquired another big name in its international portfolio with a bid of 320 million euros for a seven-year deal starting in 2011. He has since extended the deal until 2026. France wore Nike when they won the World Cup in Russia in 2018.
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Germany: the final battle
Nike pulled off its biggest upset this week when it convinced the DFB to ditch German manufacturer Adidas after four World Cup wins and 70 years. Adidas’ contract with the DFB will expire after the 2026 World Cup in the United States, Canada and Mexico. Hosts Germany’s training base for the upcoming Euros will be located at the ‘Adidas Campus’ in the company’s hometown of Herzogenaurach.
Argentina and Spain: the Adidas faithful
Source: AFP
Adidas first supported Argentina in 1974 and Spain in 1981. With both countries they were briefly replaced by Le Coq Sportif in the 1980s. When Diego Maradona eliminated England with the “hand of God” in 1986 , was wearing kit provided by the French supplier.
Adidas was the official partner of the Albiceleste for their other two World Cup victories (1978 and 2022). They have done a deal with seven-time Ballon d’Or winner Lionel Messi since 2006. They also supplied the shirts that won Spain a World Cup and two Euros.
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Italy: victory for Adidas
Adidas first supplied Italy in 1974 and regained the contract last year. Meanwhile, Nike also had a spell sponsoring the Azzurri. In that time, Italy have won the World Cup twice and the Euros once – but never in the uniform of either of the big two. In 1982 in Spain, Italy wore Le Coq Sportif. They won the 2006 World Cup in Berlin and Euro 2020 wearing kits supplied by fellow German giants Puma.
Source: AFP