Adidas Will Lose The German Football Team Again.

"Nike is likely to become the future Jersey supplier of the German national football team." Recently, the German football association chairman Wolfgang Niersbach told German magazine Sponsors that the German football association is considering the possibility of an unprecedented transaction.

In this regard, Adidas CEO Herbert Hainer (Herbert Hainer) responded in German time: "our contract with the German national football team will last until the end of 2018. Therefore, it is too early to speculate whether we will renew the German national football team. Of course, we are very happy to continue this successful partnership. We are willing to stand with the German Football Association. "

In 2007, Adidas acquired a long-term contract worth 250 million euros (1 billion 698 million yuan) and 11 years from the German Football Association, which caused a sensation and controversy at that time. The contract will expire after the closing of the Russian World Cup in 2018.

At present, the German football association is in Adidas. Sponsor Ranked first in the ranking, Adidas annually sponsors the German national football team 25 million euros (about 170 million yuan) to maintain this long-term partnership. But in the face of Nike's Nike, the protection of this figure has not been unassailable. Nike has provided the world's highest sponsorship fee for the French national football team to 42 million 600 thousand euros (289 million yuan).

If we lose the German national football team again, then Nike will give Adidas a heavy blow in the short term.

At the end of last year, Adidas When the contract with China's national football team is about to expire, Adidas hopes to cut sponsorship costs. Finally, the negotiations between Adidas and the Chinese Football Association broke down, and Nike was robbed of the sponsorship of the Chinese national football team. The latter paid a total of 1 billion yuan in 12 years' sponsorship.

In addition to France, Nike has two annual sponsorship contracts for different national football associations, which exceed Adidas's sponsorship for the German national team, which is 34 million 500 thousand euros (234 million yuan) for the England national football team and 30 million 700 thousand euros (209 million yuan) for the Brazil national football team.

In 2014, Adidas announced that Germany's home jerseys for the Brazil world cup had sold over 3 million from November 2013 to December 2014.

But in recent years, Adidas has been losing ground in its competition with Nike, its global competitor. In the US market, Adidas's sales are far better than Nike's. it is not even better than the US sports brand Under Aumour. In the 2014 annual earnings report released in March 5th this year, although Adidas achieved two digit growth in Western Europe, it did not change the unfavorable situation when faced with Nike.