SBD/Issue 57/Sponsorships, Advertising & Marketing

Three Stripes, You’re Out? Nike Bids For German Soccer Team

Nike Makes Offer To Become Official
Supplier Of German National Soccer Team

The German Soccer Federation (GSF) indicated that Nike has “made ‘a commercially very interesting’ offer to become the supplier of equipment to the German national team,” according to the AP. The team has played in uniforms provided by Germany-based adidas since the ’54 World Cup, but earlier this year players were allowed to start using shoes “supplied by their personal sponsors.” The GSF said that adidas “recently extended its contract with the federation until 2014, but Nike’s offer would be valid from 2011.” GSF President Theo Zwanziger has “held extensive talk with adidas to inform the company about the Nike offer,” but the two sides “agreed not to disclose any details and not comment further” (AP, 12/1).

REAX: McAdams Wright Ragen analyst Sara Hasan said that Nike’s bid for the German soccer team “would be a ‘huge coup’ if it is successful.” Hasan: “It does illustrate the point that they want to be there, and they want to be big.” But Susquehanna Financial Group analyst John Shanley said that adidas will “make a strong effort to maintain its relationship” with the team. Shanley: “Adidas will pull out all the plugs to preserve its presence on their home turf. I don’t think it’s over by any stretch” (DOW JONES NEWSWIRES, 12/1). In Portland, Helen Jung wrote Nike’s offer is “a pretty audacious swipe at [adidas]. Not only is Nike seeking to take away some of adidas’ soccer business –-which adidas practically considers its birthright, but it’s also looking to do that in Germany ... adidas’ home country” (Portland OREGONIAN, 12/3).

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Adidas, Nike

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