Sporting goods brand
After a surprising exit as DFB supplier: Adidas boss speaks out
The jerseys for the DFB team for the upcoming European Championship – still from Adidas
© Daniel Karmann / DPA
It was a big bang when the DFB announced that they would no longer play in Adidas jerseys but in Nike jerseys in the future. Now the boss of the traditional Herzogenaurach company has commented on the end of the partnership.
Adidas boss Björn Gulden mourns the loss of the supplier contract with the German Football Association (DFB) does not comply. “I’m not upset,” he said on Tuesday in a conference call in Herzogenaurach. “That was a sensible decision.”
Nike won against Adidas
The US arch-rival Nike had beaten Adidas in the struggle for the contract with the four-time soccer world champion because, according to media reports, it had offered around 100 million euros per year, roughly twice what Adidas is currently paying. This means that a partnership between the DFB and Adidas that has lasted more than 70 years will end in 2027.
Change of supplier
Adidas and the DFB – an era is coming to an end
Gulden pointed out that Adidas’ contract with the DFB is already the most lucrative for a national association. “We are a company that has to weigh up costs and revenue. We would not want to pay the price that our competitor paid according to media reports.”