The German Football League (DFL) is in advanced discussions with Adidas regarding a strategic partnership that could see the sportswear giant invest €100 million (US$113.7 million) into the league, according to Bild.
The potential deal follows last month's announcement of a four-year agreement between Adidas and the DFL, where the company will supply match balls for both the Bundesliga and Bundesliga 2 starting in the 2026/27 season. The value of that deal is reported to be €20 million (US$22.7 million) in total.
Bild suggests that to balance out the investment, Adidas could be granted additional marketing rights or even a title sponsorship for the Bundesliga. While awarding the Bundesliga’s naming rights would likely face little resistance from the DFL’s executive committee, it could meet strong opposition from clubs that are already in partnership with other apparel brands. The DFL and Adidas are said to be exploring other avenues, such as sponsoring television and radio broadcasts.
If successful, Adidas’ investment could provide the DFL with the funding it has long sought. The league’s previous attempt to secure private investment in its media rights business was scrapped last year following significant protests from fan groups.
Despite initial backing from 24 of the 36 clubs in the Bundesliga and Bundesliga 2, the DFL abandoned negotiations with private equity firms like CVC Capital Partners.
The proposed deal would have seen CVC acquire an 8% stake in the Bundesliga's media rights subsidiary for €1 billion (US$1.14 billion) over 20 years.
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