German “adidas” Extends Agreement with German Football Federation
Reportedly paying between 50 and 70 million Euros a year, the German adidas sportswear company succeeded in extending its supplier agreement with the DFB German football federation, one of the of the longest and most successful partnerships in sport.
On the fringes of the Euro 2016 football championship, DFB President Reinhard Grindel and Herbert Hainer, CEO of the adidas Group, confirmed that adidas will remain the Official Supplier of the world’s largest sports federation until 2022. The new deal is up from currently 25 million Euros (approx. 28.3 million US$) per year, amid competition from U.S. rival Nike. “This is a strong partnership for the good and not so good (times). There’s a lot of confidence and trust here in working together not only for the national team, but also to develop football at the different levels,” Herbert Hainer said at a press conference in Paris.
“During their over 60-year partnership, the DFB and adidas have celebrated many sporting successes including four World Cup and three EURO titles for the German men’s national team as well as two World Cup and eight EURO trophies for the women’s team. As part of the new agreement, adidas will continue to be a dedicated and reliable partner not only to the DFB, but also to its national associations to further develop football in Germany on all levels,“ says an adidas press release with Herbert Hainer being quoted as saying:
“We are looking forward to continuing our close and trusting cooperation with the DFB. 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.”
“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. 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 programs,” said DFB President Reinhard Grindel. *(1 Euro – 1.131 US$)-
This story first appeared in the blog, The Sport Intern. The editor is Karl-Heinz Huba of Lorsch, Germany. He can be reached at ISMG@aol.com. The article is reprinted here with permission of Huba.