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Football is a huge money machine worth billions. And a typical example is soccer jerseys. For some companies this is an extremely profitable tactic. Their goal is to make their company (even more) known, improve their image and naturally attract customers.

Major sportswear manufacturers such as Adidas and Nike pay hundreds of millions to supply team players with sports jerseys. In return, their logo is printed on them in a prominent place, in the hope that this will increase the sales of all the rest of the brand’s products.

Adidas vs Nike: Exact battle for the German National Team

Advertising on football shirts is a particularly lucrative source of income for clubs. “Jerseys are considered the main items that fans buy. That’s why they play the biggest role in the merchandising of clubs and national teams,” says Peter Rollman, sports marketing consultant. No other national team receives such high sponsorship contracts for soccer jerseys as the German national team, Rohlmann points out to DW.

Adidas has been equipping the German Football Association (DFB) for over 70 years. But as Nike is willing to put its hand much deeper into its pocket it will now replace it, supplying the German team’s equipment from 2027. The exact sums have not yet been made public.

However, according to DFB CEO Andreas Rettich, Nike made an offer “they couldn’t refuse”. According to reports in German media such as Handelsblatt, Adidas recently paid around 50 million euros, while Nike will invest twice as much in the future.

Adidas remains strong

According to research by the University of Hohenheim, one in five people wanted to buy a jersey of the German national team this year. Adidas white jerseys have been the most popular until recently. Now at Euro 2024 “the pink shirt is the best-selling away shirt in DFB history,” Adidas spokesman Oliver Bruggen confirmed.

Edited by: Chrysa Vachtsevanu