Remember late 2023? The prevailing narrative surrounding Nike and football was one of strategic retreat. Evidence mounted: high-profile kit deals like Portugal, Galatasaray, and RB Leipzig slipped away to Puma, numerous player sponsorships weren't renewed, and crucially, Nike lost prestigious ball contracts for CONMEBOL competitions and the Premier League (from 2025-26).
Footy Headlines extensively covered this trend, noting Nike's stated shift towards women's football and other sports since 2019. It genuinely appeared that Nike was trimming its men's football portfolio, letting many partnerships lapse. Many wondered if Nike was losing its appetite for the beautiful game's top table.
Nike Roars Back: Wave of Elite Contract Extensions Signals Renewed Football Focus After 'Deinvestment' Fears
However, the landscape in 2025 tells a decidedly different story. While the observations in 2023 were accurate regarding the contracts lost, a subsequent wave of major, long-term renewals with some of football's biggest names suggests Nike's commitment to the elite level is back again.
The Evidence: Locking Down the Giants
Consider this flurry of significant extensions secured by Nike, largely announced between late 2024 and early 2025:
- France (FFF): Extended their partnership until 2034 (Announced Apr 30, 2024). A major statement, especially given strong rumoured interest from competitors. This deal covers all French national teams.
- Brazil (CBF): A massive extension locking Brazil into Nike kits until 2038 (Announced Dec 7, 2024). This adds 12 years to the previous deal and reportedly includes improved terms for the federation.
- FC Barcelona: Secured a long-term renewal reportedly running until 2038 (Announced Nov 9, 2024). This reaffirms one of the most iconic club partnerships in football, potentially worth astronomical figures.
- Netherlands (KNVB): Quietly extended their long-standing deal until 2030 (Confirmed Nov 19, 2024), ensuring the Oranje remain with the Swoosh past the 30-year partnership mark.
- Atletico Madrid: Renewed their kit deal until 2035 (Confirmed Apr 10, 2025), securing another key La Liga powerhouse for the long haul.
- Paris Saint-Germain: The lucrative partnership with Jordan Brand was extended until at least 2027 (Confirmed Apr 17, 2025), and the main Nike kit deal is also reportedly set to be extended long-term, potentially until 2038, cementing the relationship across both brands.
Analysis: Back to Sport
What does this pattern tell us?
- Focus on the Elite: Nike is again willing to invest heavily in its absolute top-tier, globally marketable partners (superstar nations and mega-clubs).
- Long-Term Stability: These aren't short-term fixes; they are decade-plus commitments, signalling Nike's intention to remain central to football's biggest stages.
- Competitive Response: Facing pressure from Adidas and a resurgent Puma, Nike has acted decisively to prevent its most valuable assets from switching suppliers.
Nike's new CEO wants the brand return to its roots as a sports brand
So, was the "deinvestment" narrative wrong? No. But since late 2023, a lot of things have happened. Most importantly, Nike sales were shrinking, and the brand's new CEO Elliott Hill, announced that Nike would return to its roots as a sports brand. The extensions of many of Nike's most important football deals are a clear signal of the strategy.
Adidas Goes All In on Football
It will be interesting to see if Nike will also secure new teams, especially since Adidas currently clearly leads in the football market. What seems sure is that the "retreat" seems to have been over; strategic, focused investment is the new reality.
What do you think? Does this wave of renewals confirm Nike is fully committed to elite football? Or is it just locking down the essentials? Let us know in the comments below.