National team
After the supplier crash: What’s next for the DFB?
The DFB will change supplier from 2027: from Adidas it will then go to Nike. photo
© Arne Dedert/dpa
Another 33 months until Adidas and the DFB are over. What led to the end of the decades-long partnership and what does the public say about it?
The German Football Association’s surprising change of supplier (DFB) from the three stripes to the US company Nike caused horror among many fans and politicians.
The reactions to the announced end of the collaboration between the DFB and Adidas in December 2026 range from disappointment to indignation. The German Press Agency answers the most important questions about the deal.
Why is the DFB separating from Adidas at the end of 2026 after more than 70 years?
This is primarily for financial reasons. According to information from the “Handelsblatt”, citing industry circles, the Nike association collects more than 100 million euros per year. This means a doubling of revenue from the current equipment contract with Adidas. The German company is expected to transfer around 50 million euros to the DFB every year. The DFB did not confirm the figures, but said: “Nike made by far the best economic offer.”
Couldn’t the DFB have turned down Nike’s better offer, as it did once after the 2006 home World Cup?
In general, yes, but unlike back then, the association is currently financially struggling and therefore dependent on significant additional income. Above all, the construction costs for the campus in Frankfurt am Main amounting to around 180 million euros – around 30 million euros more than planned – and the lack of sporting success for the men’s senior national team in the last three tournaments have led to a structural deficit. In 2021 and 2022, the DFB recently recorded a total loss of almost 38 million euros.
This was also due to the fact that the association had to pay a good 51 million euros in back taxes for the years 2006, 2014 and 2015 due to the withdrawal of its non-profit status. The association has objected to this. However, it remains to be seen whether he will get the millions back. Rejecting the US company’s top offer would therefore have been almost negligent. “We are grateful to be able to look forward to an economically stable future again as an association thanks to Nike’s commitment,” said DFB treasurer Stephan Grunwald.
How is the public reacting to the deal?
Mostly negative. There was a shitstorm on social media from fans and some strong criticism from politicians. Economics Minister and Vice Chancellor Robert Habeck (Greens) would have liked the DFB to have “a little more local patriotism,” while Health Minister Karl Lauterbach (SPD) spoke of a “wrong decision where commerce is destroying a tradition and a piece of home.” The CDU chairman Friedrich Merz explained: “This is a decision that is completely incomprehensible to me. And I have to honestly say: it is also unpatriotic.”
Bavaria’s Prime Minister Markus Söder (CSU) described the impending end of the success story, which began with the DFB team’s first World Cup triumph in 1954, “as wrong, a shame and also incomprehensible.” German football is “purely at home – and not a pawn in international corporate battles. Commerce isn’t everything,” said the 57-year-old.
Hesse’s Prime Minister Boris Rhein expressed his indignation. “The three stripes are of course part of the four stars that we wear on our chests. The world champion wears Adidas, not some American fantasy brand. That’s why I think what the DFB is doing is a great thing,” complained the CDU politician.
What are the most important key points of the new equipment contract between the DFB and Nike?
The contract is valid for seven years until 2034. The DFB did not provide any further details. What is clear, however, is that all selection teams will play in a new outfit from 2027. According to Holger Blask, CEO of DFB GmbH & Co. KG, the contract with Nike “also includes a clear commitment to the promotion of amateur and popular sports as well as the sustainable development of women’s football in Germany.”
Why was the new contract concluded now?
The announcement of the change in supplier so shortly before the home European Championship seems unfortunate – especially since Adidas had presented the DFB jerseys for the upcoming finals in the summer to great media attention a few days earlier. However, according to Blask, the timing of the tender was usual in view of the planning and lead times and was “discussed in advance with all relevant market participants”. Adidas announced that it had only been informed by the DFB on the day of the announcement.
How does the agreement with Nike affect the ongoing DFB talks with main sponsor Volkswagen about an extension of the contract, which expires in the summer?
The financial pressure for the DFB, which is said to have collected a little more than 25 million euros annually from the Wolfsburg-based car group, has eased somewhat. Although both sides are interested in continuing the partnership, they are said to have different financial ideas about the new contract. There may now be a quick rapprochement.
What happens next with the DFB and Adidas until the end of the contract?
One thing is clear: the DFB teams will still be wearing Adidas jerseys for the 2024 home European Championship, the 2025 Women’s European Championship in Switzerland and the 2026 Men’s World Cup in the USA, Mexico and Canada. At the European Championships from June 14th to July 14th, national coach Julian Nagelsmann’s DFB team will be based in the Adidas homeground in Herzogenaurach. DFB President Bernd Neuendorf said that until the end of the contract we would “do everything we can to achieve mutual success with our long-standing and current partner.”
What were the DFB’s greatest moments with the three stripes?
Adidas was represented as a supplier for all four World Cup titles and all three European Championship titles for men as well as for the two World Cup titles and the eight European Championship trophies for women. No wonder Habeck complained: “I can hardly imagine the German jersey without the three stripes. For me, Adidas and black-red-gold always belonged together. A piece of German identity.”