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.