TLDR: From 2027, the German Football Association (DFB) will end its more than 70-year partnership with adidas and switch to Nike as its official supplier, a move that has sparked both enthusiasm and controversy. With a deal worth over €100 million annually, this transition marks one of the most significant sponsorship changes in football history. Nike intends to explore the future potential of football with the DFB, placing particular emphasis on supporting both the men's and women's national teams as well as promoting grassroots sport. Despite criticism for a lack of "location patriotism", the DFB defends its decision and emphasises the economic benefits and commitment to the development of football in Germany.

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The historic switch from adidas to Nike as the DFB's kit supplier marks a new era for German football, moving away from a traditional partnership that has brought Germany remarkable success at international level. Nike's commitment to innovation and the development of football at all levels aligns with the DFB's goals and promises a dynamic future for the sport in Germany. However, the move has sparked a debate about national identity and commercial priorities and emphasises the profound impact of sports sponsorship on both fans and the wider cultural landscape.

The new sponsorship agreement with Nike begins in January 2027 and runs until 2034, covering all German national teams.

Der Deutsche Fußball Bund wird ab 2027 bis 2034 eine Ausrüstungspartnerschaft mit der Nike Inc eingehen. 🤝👕 Nike wird alle Nationalmannschaften des #DFB ausrüsten und den deutschen Fußball in seiner Gänze fördern.
Zur Meldung ➡️ https://t.co/GbXWT116Pr pic.twitter.com/AegbB0kswF

— DFB (Verband) (@DFB) March 21, 2024