Nike is at an advantage to win a competition with Adidas to become UEFA’s official partner as supplier of balls used in the Champions League, Europa League and Conference League.
If an agreement is reached, the entity would end a 25-year relationship with the German company. The link with the American group would be extended from 2027 to 2031, the body responsible for generating revenue from UEFA tournaments reported on Thursday (9).
The value of the agreement between competitions is expected to increase substantially. A source with knowledge of the process said it could practically double the current value to more than 40 million euros (R$235 million) per year.
The deal with Nike would represent a blow to Adidas, which has held the rights to supply the official Champions League ball since 2001, with its “starball” design that has become an icon of the tournament.
The German company confirmed that it will not renew the partnership, adding that it was “proud to have created the most iconic line of balls of all time” and that it will continue to supply competitions such as the European Championship, Women’s Champions League, Bundesliga, MLS and FIFA tournaments.
Ending Adidas’ dominance in the Champions League is a sign of Nike’s ambition in football, especially after Puma replaced the American company this season as supplier of the official match ball for the Premier League, the top flight of English football.
Nike declined to comment. However, CEO Elliott Hill highlighted the sport’s potential, saying last month that this year’s World Cup was an opportunity to “catalyze the football market for many quarters”.
The quadrennial tournament is a pivotal moment for companies like Nike and Adidas, whose boots and kits are worn by rival players and teams as they try to win men’s football’s biggest prize.
The German team will wear Adidas kits for the last time in the tournament after losing their contract to Nike from 2027, ending a partnership that dates back to 1950.
Sports media, sponsorship and licensing company Relevent Football Partners led the bidding process for the official ball on behalf of UC3, the partnership between Uefa and the European Association of Football Clubs tasked with generating revenue from Uefa tournaments.
The agency, led by executive chairman Daniel Sillman and CEO Boris Gartner, last year won the right to manage commercial rights for UEFA’s men’s club competitions between 2027 and 2033.
Relevent, part of American real estate and sports tycoon Stephen Ross’s portfolio of companies, has revolutionized UEFA’s sponsorship approach since taking office.
Anheuser-Busch InBev began exclusive negotiations last year to replace Heineken as the global beer partner for UEFA men’s football competitions, including the Champions League.
Relevent also led the process in which Paramount Skydance was selected as preferred bidder for Champions League broadcast rights in the UK and Germany from 2027 to 2031. Paramount’s arrival was a key factor in UC3 securing €2.5 billion per season for media rights in the UK, Germany, France, Italy and Spain, up from around €2 billion 11.7 billion) from current agreements.
