NIke, Adidas, Puma… The brands have waged a fierce financial war for several months to sponsor the most important football teams. The Brazilian confederation has reportedly received a proposal of almost one billion reais per year, or $200 million, to replace Nike, whose contract runs until 2026, Brazilian media outlet UOL reports.
An offer five times higher than the previous one
This could come from Adidas or Puma who have already expressed their interest previously without this being confirmed on one side or the other. Until now, the Seleçao’s sponsorship has amounted to 35 million euros, almost six times less than the new offer. One of the points in the new proposal is based on the payment of royalties linked to the sale of team jerseys, something Nike has not done until now and which has been demanded by the leaders of Brazilian football.
This offer therefore comes a few weeks after the announcement of a new contract between Nike and the German team, whose historical sponsor was none other than Adidas, a German company. A historic amount was negotiated, of more than 100 million euros per year, twice that of Adidas, and which had attracted much criticism across the Rhine.
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In France, the French federation renewed its contract with Nike until 2034, a partnership that has been in place since 2011, for an amount estimated between 40 and 50 million euros per year. “These equipment supplier contracts, both for national teams and for clubs, tend to increase exponentially. The theme is knowing how far it can go because there is still a form of rationality, of profitability that can arrive at the image of TV rights. sports economist Christophe Lepetit explained in our columns.
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