Eintracht Frankfurt’s Adidas deal a ‘step towards international competitiveness’

credit: Shutterstock
credit: Shutterstock

Bundesliga football club Eintracht Frankfurt has announced a new multi-year sponsorship deal with Adidas set to commence at the start of the 2025/26 season. 

The five-year agreement will see Frankfurt opt for Adidas instead of previous kit manufacturer Nike. The German sports apparel company will design kits for both the men’s and women’s teams, as well for the junior teams. 

Throughout Frankfurt’s final year with Nike this forthcoming 2024/25 season, the club will continue to work alongside the American sportswear firm in conjunction with 11teamsports

The Adidas deal signals Frankfurt’s return to the kit manufacturer having designed kits for the club from 1974-1978, and 1980-1987. During these periods wearing Adidas kits, Frankfurt won three DFB-Pokal trophies as well as winning the UEFA Cup in 1980. 

Axel Hellmann, CEO of Eintracht Frankfurt, hailed the return to Adidas as “another step towards strengthening our national and international competitiveness”. 

He said: “The partnership with Adidas is another step for Eintracht Frankfurt to strengthen our national and international competitiveness. The talks were characterised by the conviction that our club will continue to develop strongly in all sporting areas. 

Eintracht Frankfurt finally brings the entire breadth of the sport into the partnership as the largest multi-sport sports club with a professional football team. We are very pleased that we will benefit from the global expertise of one of the most important world brands in sport on the further path of our club in the future. 

“We are very much looking forward to the coming years.”

Adidas is synonymous with German football, sponsoring and designing kits for Bundesliga clubs such as FC Bayern Munich and Union Berlin last season. 

However, its standing in the German market has taken a hit recently. Only the two aforementioned teams were sponsored by Adidas last season as the likes of Nike and Puma gain a lionshare of kit manufacturing deals with Bundesliga clubs. 

The German sportswear company also learned that its historic sponsorship partnership with the German Football Association (DFB) will be ending after the 2026 FIFA World Cup, bringing an end to a 77-year partnership

The DFB instead opted for Nike to design kits for the German national team moving forward which angered sections of the country’s football fanbase and government figures over moving away from long standing traditions. 

Nonetheless, Adidas gaining Frankfurt as its latest sponsored football club will see the company help Frankfurt sport “open a new chapter”. 

Marina Moguš, Managing Director of Adidas, Central Europe, stated: “It was our wish from the beginning to work with Eintracht Frankfurt. The radiance in the region and beyond is unique. From the 2025/26 season, we want to share our joy of sport as well as our expertise as an equipment supplier with the multi-department sports club and ensure even more enthusiasm among the passionate fans.

“With the partnership, we open a new chapter in Frankfurt sport and look with euphoria at the upcoming years together in the heart of Europe.”

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