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Associated PressMAR 2024
Nike Ousts Adidas as Sponsor of German Football Team
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The Spin
Narrative A
The "commercial" decision to switch kit suppliers, which has even caught the German sportswear maker off guard, will destroy a piece of German identity. The national team has always played in Adidas' three stripes. By opting for Nike's ticks and choosing to become a pawn in international corporate rivalry, the DFB has destroyed a long-held sports tradition.
Narrative B
While it may be an emotional issue for many, the deal makes financial sense and will support grassroots German football. The DFB doesn't have the enormous financial muscles required to support its more than 7.3M members. As Nike made the best financial offer transparently, it was natural to close this business deal to keep the sport alive in the country.