The surprising announcement of the change of the German brand Adidas by the American Nike as sponsor of the german team soccer game caused an earthquake in the German country, which has reached the tops of the Governmentwith regrets for a lack of “patriotism”.
The German Football Federation (DFB) announced an agreement with the North American giant Nike for the period 2027-2034putting an end to more than 70 years of loyalty to the German brand Adidas.
The announcement comes less than three months before the start of the Euro 2024 in Germany (June 14 to July 14).
The negative reactions in the German Government due to the change from Adidas to Nike
“I can’t imagine a German shirt without the three stripes” from the German brand Adidashe reacted Economy Minister and Vice-Chancellor Robert Habeck.
“Adidas and black-red-yellow”colors of the German flag, “they have always been inseparable for me”added the environmentalist politician. “I would have appreciated a little more local patriotism”critical.
He health ministerthe social democrat Karl Lauterbach, also expressed his disappointment. The choice of an American company to dress the ‘Mannschaft’ is “a mistake”he valued in his account xregretting that “trade destroys a part of the country and a tradition.”
“German football has always been part of German economic history. The national team, which plays with the three cushions, was as identifiable as saying that the ball is round and that a match lasts 90 minutes”he valued Markus SoderMinister-President of Bavaria, the southern region of Germany where is it based Adidas.
Beyond politics, anger is widespread in the country. “It’s again a question of money”criticizes the influential magazine Der Spiegelwhile the information that appeared in the press, not confirmed, speaks of a contract of 100 million euros annually ($108 million).
The advertisement is also a “affront” for Adidasa week after presenting his t-shirt collection for the Euro Cupin which the pink and violet gradient present on one of them had caused people to talk in the country, the newspaper highlights Süddeutsche Zeitung.
“Incredible, the selection belongs to Adidas, it is incomprehensible that we can choose an American giant” Instead, he reacted to AFP Moritz Steimann25 years old, student and soccer fan in Frankfurt. In addition, numerous angry fans filled social networks with comments.
The justification of the German Federation for the contract with Nike
The DFB I had already anticipated a negative reaction. “We understand the emotion”declared in x hours after the contract was announced. The separation with Adidas “does not leave us indifferent”.
But Nike presented “by far the best economic offer”justified the federation.
The president of the board of directors of the DFB, Holger Blaskalso manifested “impressed” for the vision of Nike, “which includes a clear commitment to the promotion of amateur and popular sports, as well as the sustainable development of women’s football in Germany.”
The executive director of Nike, John DonahoeHe said on Thursday that he felt “deeply proud” that your company has been chosen.
The shock is enormous for the three-strip brand, whose history is linked to the epic of the ‘Mannschaft’ since 1954.
The popular newspaper Bild is one of the few who approved the agreement on Friday, highlighting the financial difficulties of the DFB. “Tradition doesn’t pay the bills”values the newspaper.
In addition to the contract with Nikethe DFB also announced an agreement with the platform Tik Tokdeveloped by the Chinese company ByteDancewhich will become the “official entertainment sponsor” of the men’s national team.
For Germanywhich is going through an economic stagnation that calls into question its attractiveness, the replacement of Adidas further darkens the outlook, after another symbol of its industry bit the dust: the automobile manufacturer Volkswagen was replaced as sponsor of the Euro 2024 by its Chinese rival BYD.
Source: Ambito
I am Pierce Boyd, a driven and ambitious professional working in the news industry. I have been writing for 24 Hours Worlds for over five years, specializing in sports section coverage. During my tenure at the publication, I have built an impressive portfolio of articles that has earned me a reputation as an experienced journalist and content creator.
