According to multiple German media reports today, Adidas has been informed by the German Football Association (DFB) of its decision to terminate their partnership that has spanned over 70 years. A new sponsor is set to take over in 2027.
Adidas and the DFB have had a cooperation lasting more than seven decades, with their current contract due to expire at the end of 2026. During this time, the German men’s national team has won four FIFA World Cup titles and three UEFA European Championship titles, while the women’s team has claimed two World Cup victories and eight European Championship titles.
It is understood that Nike, another sports brand, will replace Adidas as the new sponsor for the German national team, signing a deal running until 2034.
Of note, Adidas’ design of a pink-purple jersey for the German national team ahead of this summer’s Euros sparked controversy; however, the contentious shirt proved popular in the retail market.