The French Football Federation (FFF) has officially launched a new kit and apparel supplier tender process, with competition expected for incumbent Nike from major rivals Adidas and Puma.
SportBusiness reported in February that the FFF was close to opening the process two years ahead of Nike’s current contract ending, which aligns with the federation’s previous process regarding kit sponsorship tenders. The new eight-year contract will run from 2026-27 until 2033-34.
The news comes at a particularly acute moment in the kit supplier market as last week the German Football Association (DFB) made the shock announcement that Nike would replace Adidas as outfitter of the German national team following the 2026 Fifa World Cup.
Adidas has been the DFB’s kit sponsor for more than 70 years and its current deal, from 2022 to the end of 2026, is said to be worth in excess of €50m ($54.3m) per year. However, new DFB chief executive Holger Blask said Nike represented “by far the best economic offer” for the contract from 2027 to 2034.
With Adidas set to have a significant gap in its portfolio from the end of the 2026 World Cup courtesy of Nike, the timing of the FFF’s announcement could see the German brand set its sights on wresting back control of another national team kit sponsorship deal that it previously lost to its US rival.
Nike first supplanted Adidas as FFF kit supplier in 2011. Adidas had sponsored the French national teams since 1972, but the FFF launched a tender process in 2008, three years ahead of Adidas’ deal ending, which Nike won.
That Nike deal was agreed until 2018 and was worth €42.6m ($45.8m) per year, but again in 2016 the FFF issued a tender for kit supplier rights. Nike won that process too and agreed an extension from 2018 until 2026.
The current contract with Nike is worth €50.5m per year. Former FFF president Noël Le Graët previously told L’Équipe that, each year, this comprises a minimum rights fee of €38m plus €7.5m worth of kit for the French teams and the Coupe de France, and a pledge of €5m to support amateur football in France.
Another major player in the kit supplier market is Puma, with reports suggesting the German brand could oust Nike as supplier to the Portuguese Football Federation from 2025.
The FFF is likely to try to take advantage of the fierce competition between Nike, Adidas and Puma to secure a more lucrative kit agreement for the next cycle.
The France men’s national team is also in an strong position as World Cup winners in 2018 and finalists in 2022, as well as having a host of young stars, led by Kylian Mbappé, that have global profiles and are highly marketable.
Interested parties can obtain the tender document until April 15 and bids must be submitted by April 29.