Adidas and the German Football Association (DFB) extended their partnership until 2022. A partnership that has lasted more than 60 years.
DFB said the negotiations had been “the most transparent, most demanding and ultimately… economically most successful” ever. At a conference in Paris, Chief Executive Herbert Hainer confirmed that Adidas will pay €50 million a year, double the value of its previous contract and surpassing the 43 million euros Nike pays a year to France, currently hosting the European championship.
Nike also bid for the German contract, according to Reuters, but adidas managed to persuade the country’s football federation to extend the long partnership by offering to pay more and by promising to shift production of team shirts back to Germany.
“We are looking forward to continuing our close and trusting cooperation with the DFB,” said Hainer. “We belong together, as both the DFB with its national teams and we as an international sporting goods company excellently present Germany around the globe.
We represent everything the ‘made in Germany’ seal of quality stands for: we are successful, we are innovative and we deliver quality; we are cosmopolitan, multi-cultural and bring joy. As part of our long-term strategy, we will increase our production volume in Germany again and plan to also produce the DFB jerseys directly in our home market”, said Herbert Hainer, CEO of the adidas Group.
“These were the most transparent, most demanding and ultimately for the DFB the economically most successful negotiations in the history of our Association. I am very pleased that we’ve managed to extend the contract with Adidas, our partner for decades,” said Reinhard Grindel, DFB president. “
Adidas is reliable, knows the DFB and is supporting us with upcoming innovations such as the construction of the new DFB academy or the further development of fussball.de. We will use the money to make the DFB and German football even better. Our investments will be focused on both professional football and the work done at the grassroots level. We will also strengthen our national associations and further improve in particular our talent promotion programmes.”
The 3-stripes secures a key football symbol, though a fierce competition. Adidas could not afford to lose DFB following failing extending their partnership with the French Football Federation in 2011.