Top 3 most valuable sponsorship deals in international football history
Sports sponsorship in today’s world is practically mandatory for teams, athletes, or any sporting event in general. Many organisations provide financial support to teams or athletes in exchange for brand exposure.
Since international football is not played as regularly and isn’t followed as closely as club football, sponsorship deals signed by national teams aren’t of the same level as their club counterparts.
In particular, it’s the kit suppliers that usually end up paying some of the biggest amounts in sponsorship history owing to the revenue that comes from selling club kits and merchandise, often even defying the norm and paying bigger amounts than they do to some of the biggest clubs.
Here, we look at the three biggest sponsorship deals in the history of international football.
3. Nike and Brazil
The Brazil men’s national team, five-time winners of the World Cup, are one of the most followed teams in the world. In December 2024, the Brazilian Football Confederation (CBF) signed a 12-year extension agreement with its long-serving kit supplier, the US sportswear giant Nike, for a reported US$100 million per year plus royalties. The new agreement will be effective from 2026 until 2038.
Nike has been kitting the Seleção since 1997. Currently, it supplies kits for the Brazil men’s, women’s, youth, futsal, and beach football teams, along with licensed merchandise.
2. Nike and Germany
In March 2024, the German Football Association (DFB) announced its departure from a historic 70-year partnership with homegrown global sporting goods giant Adidas to sign a new deal with rival brand Nike. The kit sponsorship deal, worth a whopping €100 million per year and set to run from 2027 to 2034, doubles the €50m annual payment offered by Adidas as per its current and final DFB contract.
Nike has also pledged to invest in amateur and grassroots football in Germany, as well as facilitate the promotion and development of women’s football in the country.
Adidas’ three stripes have been synonymous with the German national team since 1954, when the DFB was granted UEFA affiliation, with the Mannschaft having lifted all four World Cup trophies they’ve won wearing Adidas kits. Many German fans were not happy when the Nike switch was announced, but according to the DFB, Nike’s €700m offer was too good to refuse.
1. Nike and France
French football has seen tremendous growth in the last few decades. The two-time World Cup winners were also finalists in 2022 and have seen their popularity grow by leaps and bounds.
This highly lucrative deal will mark a significant upgrade on the previous deal, which is worth approximately €50 million per year and will conclude with the end of the 2026 World Cup. With the new deal, set to run until 2034, Nike will cover France’s men’s, women’s, and youth national teams, as well as support grassroots and amateur football and referees across the country.
Nike has been the FFF’s official kit supplier since 2011, when it replaced Adidas.
