Modern Marketing

Nike agrees £400m 12-year kit deal extension with English FA, second only to Adidas' Germany sponsorship


By Tony Connelly | Sports Marketing Reporter

December 6, 2016 | 3 min read

Nike has reportedly agreed to a £400m extension to its relationship with England's Football Association (FA) in what is one of the biggest national kit deals in history.

The US sports brand will be the official kit supplier for all of England’s national teams after agreeing to a 12-year extension with the FA, the biggest deal in the governing body’s history.

Nike will supply England's kits until 2030

Nike will supply England's kits until 2030

The current contract with the FA is set to expire after the 2018 World Cup in Russia, meaning the new deal will see Nike continue to supply England’s kits until 2030.

According to reports from Sky News, the new deal marks a modest improvement on the existing arrangement and, for the first time, includes several contingency clauses, including a financial penalty if the senior men's team fail to qualify for major tournaments.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

The agreement also offers incentive payments if the team reaches the latter stages of major tournaments- semi-finals or beyond- from 2020 onwards.

An official announcement is still pending, however if the figures are correct the deal would rank second only to the German national team’s kit sponsorship with Adidas.

When broken down annually over the duration of the contract, the deal is significantly less lucrative than the brand’s agreements with the likes of Barcelona who have a £900m deal with the Oregon-based company.

Modern Marketing

More from Modern Marketing

View all


Industry insights

View all
Add your own content +