Adidas renew DFB deal through to 2026 and build case for Euro 2024 hosting

By Paul Nicholson

September 11 – Adidas, who have been the German national team’s official kit sponsor for more than 60 years, has extended the partnership until 2026.

In what is an early renewal of the current deal that does not run out until 2022, German Football Association (DFB) president Reinhard Grindel (pictured right), championed the agreement as sending a message to UEFA that the country’s bid to host the 2024 European Championships has powerful financial backing.

“The early extension of our agreement is a display of trust in the strength and attractiveness of the DFB. In addition, it sends an important signal to UEFA that we stand on solid financial foundations in the long term and, also with respect to our bid to host the EURO 2024, that we fulfil the requirements of a tournament organiser,” said Grindel.

No figure was given for the new deal though Germany’s current $32 million kit sponsorship deal with Adidas is reckoned to be the third highest for a national association after France ($54 Million) and  England’s ($46 Million) deals with US sportswear firm Nike.

Grindel also emphasised the Adidas deal would underpin football development and amateur football in the country. “The agreement gives us planning security for implementation of our future-oriented construction project and further scope for implementation of our numerous community tasks. At the same time, it enables us to sustainably support our associations on a regional level going forward and thus to drive the development of amateur football in Germany,” he said.

Adidas and German football have had a very successful run together, going right back to the time that company founder Adi Dassler sat on the bench next to coach Sepp Herberger when the Germans became World Champions for the first time in 1954.

Since then the German men’s team has won a further three World Cups and three European Championships. A total of 17 titles at men’s and women’s World Cups and European Championships have been won in Adidas kit by German teams.

Kasper Rorsted (pictured left), adidas CEO, said: “The DFB and adidas simply belong together. The timing underlines adidas’ unique sponsorship philosophy: We stand by our long-time partners – particularly when it is important to do so. In the coming years, together with the DFB, we will do our utmost to promote the further development of football in Germany on all levels, from youth football via the regional associations up to the men’s and women’s national teams.  In addition, with what will hopefully be a successful bid to host the 2024 European Championships and the DFB Academy, there are two highly interesting and innovative projects in the pipeline where we will be happy to contribute our expertise.”

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