German sportswear manufacturer Adidas is set to lose another significant, long-standing sponsorship deal to its rival Nike, following the earlier loss of the German Football Association (DFB) kit contract.
UEFA and the European Club Association (ECA) announced on Thursday that they are engaging in exclusive negotiations with Nike for the official match ball rights for the Champions League, Europa League, and Conference League from the 2027-2031 cycle.
According to reports from the ‘Financial Times,’ Nike is expected to pay over €40 million for these rights. This figure reportedly doubles what Adidas previously paid for the contracts. The Herzogenaurach-based company had supplied the iconic ‘star ball’ for the Champions League since 2001; prior to that, Europe’s premier club competition had used Nike balls.
This impending deal also follows a shift in marketing representation. For the first time, the New York-headquartered agency Relevent negotiated the contract on behalf of UEFA and the clubs, taking over from Decathlon.
Nike Also to Equip German National Team Post-World Cup
Just two years ago, Adidas suffered a notable defeat against Nike when it lost the long-standing DFB kit deal. After more than 70 years, the American giant will now equip the German national team, with a contract running from 2027 to 2034. Nike reportedly outbid Adidas with an offer exceeding €100 million, again double the amount offered by Adidas.
Despite these significant losses, Adidas continues to be the official ball supplier for all FIFA competitions, the European Championship, the Women’s Champions League, and will once again supply the match balls for the Men’s Bundesliga starting next season.