The Brazil national soccer team is the most successful in the history of the sport. The South American nation has won the FIFA World Cup on five occasions, once more than both Germany and Italy.
When you think of national soccer, you think of Brazil, with the saying that the English invented the sport, and the Brazilians perfected it. The flare and style associated with the national team has taken on its own identity and one that got fans around the world excited about watching Brazilian soccer.
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The Brazilian team has also featured many of the greatest and most popular players in the sport’s history such as Pele, Ronaldo, and Ronaldinho. Whilst the current squad lacks star power throughout its roster, it still boasts popular names such as Neymar and Vinicius Junior.
On top of all its history, the thing that unites Brazilians and fans around the world is the team’s famous yellow, green, and blue kit. Synonymous with success, its bright kit stands as the most iconic national team kit in the world. NIKE has been the Brazilian national team’s official kit supplier since 1997, continuing its sports strategy of aligning with the biggest sports properties in the world.
As such, there is a natural synergy between the ambitions of Brazil and Nike. Despite their current contract not being set to expire until 2026, the Brazilian Football Confederation (CBF) has been able to convince Nike to extend its rights early.
More significant than the length of the extension is the agreed sum of the rights. Under the active deal, the Brazil-Nike partnership is worth $35 million a year, the new rights could be worth three times as much as this.
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By GlobalDataReports indicate that the fixed terms of the contract are valued at $100 million but with the CBF also boasting royalties on shirt sales, this could grow by tens of millions each season.
It is the first time the CBF has acquired such royalty rights. Its new rights cover 12 years, in which Nike will produce team kits for three FIFA World Cup appearances in 2030, 2034 and 2038.
The benefits for the CBF are clear, long-term secured income as well as a significant uplift in its value. For Nike, the logic behind the early contract extension is less clear. But Nike has been very active in the national soccer kit market in recent years and clearly appreciates the value of the industry.
The brand went big to secure the French and German national team kit rights earlier in 2024 and that has set a precedent in the market. The German (DFB) partnership extension, agreed in March, saw Nike commit to almost doubling its spend from €60 million to €100 million ($105.68m) a year. The huge uplift in value created a new benchmark for national federations around the world, highlighting how much Nike was willing to spend on these rights.
This partnership was quickly followed by the French Football Federation (FFF) doubling its contract with Nike. These two deals put the CBF (Brazil) in a much stronger position to negotiate a huge increase in its kit rights. Brazil is the biggest national team contract and Nike had to accept the improved terms or face losing its iconic kit rights to a rival after 2026.
Kit Supplier Partnerships Across the Top Ten FIFA Ranked National Soccer Teams
| National Team | Kit Supplier | Contract Dates | Annual Value ($USD) |
|---|---|---|---|
| Brazil | Nike Nike | Confirmed (2024-2025) 2027-2038 | $35 million $100 million |
| Argentina | adidas | 2024-2038 | $30 million |
| France | Nike Nike | 2018-2026 2026-2034 | €50 million ($53.66m) €100 million ($105.68m) |
| Spain | adidas adidas | 2019-2026 2027-2030 | €18 million ($19.02m) $22.5 million |
| England | Nike | 2018-2030 | £33.3 million ($42.45m) |
| Portugal | Nike PUMA | Confirmed (2024) Multi-year (2025-) | $9.6 million $15 million |
| Netherlands | Nike | 2015-2026 | $12 million |
| Belgium | adidas | 2020-2026 | $3 million |
| Italy | adidas | Multi-year (2023-) | €23 million ($29.32m) |
| Germany | adidas Nike | 2023-2026 2027-2034 | $60 million €100 million ($105.68m) |
The three big rights deals signed by Nike in 2024 have set a trend for national federations moving forward. Nike will enter future negotiations understanding that teams will demand similarly big price tags, relative to these Brazilian-French-German partnerships.
Nike has the global budget to spend big on these contracts but how low down the world rankings it goes remains to be seen. Its annual spend in the market is now significantly higher than even its biggest rivals, adidas and Puma.
The German brands have both been active in 2024 in securing top-10 national kit deals. Their financial commitment is, however, much lower than Nike, having agreed new rights with Argentina (adidas) and Portugal (PUMA) respectively.
Argentina are another massive team in world soccer and the reigning world champions, however, adidas’ spend on those rights stands at $30 million, three times less than the recent Nike contracts.
With many teams such as the Netherlands and Italy set to negotiate new contracts, will Nike continue to look to spend big or will rival brands up their own budgets to compete with the American brand?
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