Germany: adidas extends with the Federation until 2022 for a record amount of €50m per year

The German sports equipment brand adidas has extended, for an additional four years, its supplier contract with the DFB, the German Football Federation, in Paris (FRA), on 20/06/2016. The annual amount of the contract, covering the 2018-2022 period is €50m (excluding bonuses linked to athletic performance), which is almost double the amount received by the DFB during the 2007 to 2018 period (€26m per year).

adidas has partnered the DFB team since 1954. The extension of the partnership has been discussed for several months. Although the amount is only half that mentioned by the German daily Bild on 08/09/2015 (€100m per year over the 2018 to 2028 period), it is nevertheless a record amount for an equipment supplier contract for a national team, ahead of the partnership between the American brand Nike and the FFF (€42.6m per year over the 2011-2018 period).

"As part of our long-term strategy, we will bring even more production to Germany. The plan is to have the Germany kit produced in the domestic market," said Herbert Hainer, CEO of the adidas group. The supplier sold one million…