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Nike's interest in German football kit deal forces Adidas to double its investment


By Tony Connelly, Sports Marketing Reporter

June 20, 2016 | 2 min read

Adidas has renewed its longstanding sponsorship with the German football association (DFB) with a lucrative new deal intended to hold off stiff opposition from rival Nike.

Germany Adidas kit

Germany Adidas kit

The German sportswear giant’s partnership with the Deutscher Fußball-Bund (DFB) is due to expire in 2019, however a new four year deal will see Adidas continue to provide the national team kit until 2023.

Nike’s attempts to close in on the world champions appears to have forced Adidas to significantly increase the €25m per year it currently pays with the new contract reportedly worth between €50m (£39m) per year.

Competition between the two rival sports brands in football has resulted in a steep rise in sponsorship payment to elite clubs and countries.

Last year Nike lost Manchester United who partnered with Adidas in a record breaking €968m (£750m) kit deal. Chelsea meanwhile recently cut ties with Adidas six years early so they could accept a far more lucrative contract with Nike.

The rivalry culminated with the most expensive kit deal in history with Nike paying a reported €138m (£107m) per season to continue sponsoring La Liga champions Barcelona.

Adidas’ investment in securing ties with German football follow on from its forecast that sales of football boots, shirts and balls will rise 14 per cent to €2.6bn in 2016.

With Euro 2016 in full swing competition between Nike and Adidas has heightened as both brands looking to maximise the advertising and sponsorship potential around the tournament.

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