Germany: the “Mannschaft” abandons the equipment manufacturer Adidas for Nike
In Germany, it's a small earthquake. The
Mannschaft
, the national football team, is ending its historic contract with Adidas. The German Federation has chosen its new sponsor and it will be the big rival, Nike.
The Mannschaft, during its victory at the World Cup in Brazil, in 2014. DR
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At the Euro
football tournament
next June, the
Mannschaft
players will still have the three Adidas stripes on their jerseys. But from 2027, they will give way to Nike's swoosh.
The
German
football federation revealed that it had committed to the American brand until 2034, with an argument: “
Nike presented by far the best economic offer.
» The German press speaks of a contract worth at least 100 million euros per year.
A 77-year-old partnership
In Germany, the announcement was received as a shock, since the partnership between Adidas and the
Mannschaft
is 77 years old. Adidas, a leading German brand, has been part of all the national team's epics: from the first world champion title in 1954, to the coronations of 1974, 2000 and 2014. But the equipment manufacturer is now encountering big financial difficulties. Its global sales fell by 5% last year. And the equipment manufacturer has an annual loss of 75 million euros.
The divorce between Adidas and the
Mannschaft
provoked a reaction even from the German Minister of the Economy who would have liked “
more patriotism
”.
Read alsoFootball: German fans scupper a juicy deal for the Bundesliga
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