Khaberni - Nike is preparing to win the contract for manufacturing and sponsoring the UEFA Champions League match ball, thereby ending Adidas's 25-year dominance as the main supplier for this prestigious European championship.
The American group has entered exclusive negotiations to supply all men's European club tournaments with balls from 2027 to 2031, including the Europa League (second and third tier) and the Conference League, according to the European Football Union (UEFA), which is responsible for collecting revenues from its tournaments.
The value of the deal is expected to increase significantly, as an informed source on the process reported that it could nearly double to exceed 40 million euros annually, according to the Financial Times.
Nike's deal represents a significant blow to Adidas, which has held the rights to supply the UEFA Champions League match ball since 2001, with its iconic "Starball" design becoming a symbol of the tournament.
The German company has confirmed that it will not renew its contract, adding that it "prides itself on having created some of the most famous ball designs of all time," and that it will continue to supply tournaments, including the European Championships, the Women's Champions League, the German Bundesliga, American Football League, and FIFA tournaments.
Nike's ambition
Ending Adidas's dominance over the UEFA Champions League is an indicator of Nike's ambition in the world of football, especially after Puma replaced the American company this season as the official supplier of balls for the Premier League, the highest level of English football.
CEO Elliot Hill highlighted the potential of this sport, stating last month that this year's FIFA World Cup represents an opportunity "to stimulate the football market in the upcoming seasons."
This tournament, held every four years, is a pivotal moment for companies like Nike and Adidas, as players and competing teams wear their shoes and kits in their quest to win the greatest prize in men's football.
The German national team will wear Adidas kits for the last time at the tournament until further notice, ending a partnership that dates back to 1950, starting from 2027 in favor of Nike.
Tender Management
And "Relevent Football Partners," specializing in sports media, sponsorship, and licensing, managed the tender process for the match ball on behalf of "UC3," a partnership between UEFA and the European Club Association responsible for generating revenues from UEFA tournaments.
Last year, the agency, led by CEO Daniel Sillman and CEO Boris Gartner, won the right to manage the commercial rights for UEFA men's club competitions between 2027 and 2033.
Relevent, a subsidiary of American real estate and sports magnate Steven Ross's group of companies, has radically changed UEFA's approach to sponsorship since taking on this role.
Relevent led the selection process of Paramount Sky Dance as the top bidder to obtain the broadcasting rights for the UEFA Champions League in the UK and Germany for the period from 2027 to 2031.
Paramount's entry was a key factor in UC3 securing 2.5 billion euros per season for broadcasting rights in the UK, Germany, France, Italy, and Spain, up from about two billion euros under current arrangements.
In a previous report, "Sports Business Journal" highlighted this season's most significant deal between sports brands, after Puma acquired the rights to manufacture and supply balls for the Premier League, displacing Nike after many years of cooperation.
Puma has been contracted as the official ball supplier for the Premier League starting from the 2025-2026 season.
This agreement marks the end of the Premier League's 25-year contract with Nike, which had the opportunity to extend the partnership, but negotiations did not lead to a positive outcome.
It is also noteworthy that Puma replaced Nike as the official ball supplier in the Italian League (Serie A) starting from the 2022-2023 season, and has been the official supplier of balls in the Spanish League (La Liga) since the 2019-2020 season, according to "The Athletic".
