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Adidas will invest €100 million (US$117 million) into the Bundesliga as part of a new strategic partnership.
Key details:
- Partnership intended to support development of professional German soccer and growth of Bundesliga and Bundesliga 2
- Funds to strengthen league’s central marketing objectives
- Allocation of investment to be jointly decided by German Football League (DFL) executive committee and the 36 clubs in both divisions
- Adidas’ match ball sponsorship for Bundesliga also extended until 2034
Context:
Adidas already has strong ties to German soccer, with the sportswear giant owning eight per cent of Bayern Munich and being a kit partner to several clubs, including Eintracht Frankfurt and Hamburg. It also has a long-term kit partnership with the German Football Association (DFB), which will end in 2027 as Nike has agreed a seven-year deal worth a reported €100 million each year.
Now it will further strengthen its ties to the Bundesliga. The DFL can expect some backlash to the deal, given fans have long opposed the prospect of investment in German soccer. Previous attempts were abandoned due to extensive protests, despite a majority of clubs voting in favour of commencing talks with private equity firms.
However, it clearly feels more funding is required to strengthen its marketing approach, which will help close the wealth gap to the Premier League.
Comment:
“This partnership is significant for the Bundesliga,” said Hans-Joachim Watzke, DFL president. “Adidas and the DFL will jointly contribute to a positive future for German professional football.
“The financing model offers an important option for investing in the growth of the Bundesliga and Bundesliga 2 in economically dynamic times. It is a model signal beyond football that the shared goal of further development is at the centre here.”
“Adidas has always had close ties to German football,” added Bjørn Gulden, Adidas chief executive. “That is why we are committed to play an active role in shaping the future of the Bundesliga and Bundesliga 2 through innovation, reliability, and long-term commitment, both on and off the pitch.”
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