Soccer Gear

German Team Scores Record Deal with Adidas

adidas-schweinsteiger- dpa-picture alliance
German national team players remain loyal to Adidas.
  • Why it matters

    Why it matters

    Sports manufacturer Adidas had to double the price it was willing to pay to extend its multi-year sponsorship deal with the German national soccer team.

  • Facts

    Facts

    • Adidas has agreed to pay €50 million a year betwen 2018 and 2022 to supply gear to the German national soccer team.
    • The company expects growing interest in the Euro 2016 championships to help boost revenue by as much as 25 percent.
    • Adidas will pay a dividend of €1.60 per share this year, an increase of 10 cents.
  • Audio

    Audio

  • Pdf

In a tight battle with U.S. rival Nike to dominate the global market for soccer gear, sportswear manufacturer Adidas agreed on Monday to double the amount it currently pays to supply the German national soccer team with jerseys, shoes and other products.

The deal, worth €50 million ($56.7 million) per year from 2018 to 2022, is now the biggest national team kit deal, surpassing the €43 million Nike pays the French national team.

The partnership between Adidas and the German football federation, or DFB, is one of the longest and strongest collaborations in the world of soccer. The alliance between the brand with three stripes and the winner of four World Cups goes back to 1954, the year of the “Miracle of Bern,” when an underdog German side beat the powerful Hungarians in the World Cup final.

The victory not only put Germany back on the soccer map; it was also seen as a crucial turning point in efforts to rehabilitate the country in the wake of the war. “We are someone again,” was the popular slogan after the victory.

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