Germany in Nike?
December 4, 2006Jürgen Klinsmann, World Cup mascot Goleo, the national soccer team ... Is there anything the Americans are not prepared to take off Germany's hands?
While former German team coach Klinsi remains cagey about his courtship with the US Soccer Federation and the Strategic Value Partners investment group gets ready to save bankrupt German toymaker Nici, global sportswear giant Nike is lining up another audacious swoop.
The German national soccer team has long been associated with the country's premier sports brand Adidas. In fact, the company founded by Adi Dassler pioneered the link between sports firms and teams. The German team has always had their equipment designed and provided by Adidas -- but all that could change if Nike gets its way.
Scenting blood in the air, the American firm is circling the current deal between the German Soccer Federation (DFB) and its incumbent supplier. Adidas says that it has an agreement with the DFB to renew its current contract until 2014, but the DFB maintains that while negotiations are continuing, no deal has been done.
Nike deal worth 400 million euros
With the contract with the DFB apparently open, Nike has slapped a 50 million euros ($66.7 million) per year offer on the table to become the German national team equipment company. The Nike deal, which would be spread over eight years beginning in 2011, would net the DFB some 400 million euros.
"You can't ignore it," Werner Hackmann, vice-president of the DFB and chairman of the German Soccer League, said on Sunday. "It is a lot of money which soccer could use very well."
The figure is five times higher than the 10-11 million euros the DFB currently receives from long-time partners Adidas.
While the money is intoxicating, the DFB may use the Nike deal to put pressure on Adidas to come up with its own improved offer. Recent events have shown that just being German and having a long relationship with the DFB is no guarantee for a renewed contract.
The German company's negotiating positioned was weakened in the summer when the Germany players forced an agreement in which they could chose their own soccer boots instead of being restricted to those provided by Adidas.
US firm hope Germany joins Brazil on team roster
The German national team is one of the top sides in the world, with three World Cup titles and three European championship wins. Germany came third at the World Cup on home soil this summer and wrestling the team away from Adidas would be a major coup for Nike.
Nike has contracts with other top teams led by five-time World Cup winners Brazil.