Adidas CEO Björn Gulden regards the profitable Nike bid as exaggeratedly high.
Adidas' CEO, Bjorn Gulden, feels that Nike's successful bid for the German Football Association's (DFB) supplier contract was a bit excessive. While he understands why the DFB opted for Nike, he says, "They got much, much more money." Gulden spoke at the company's Annual General Meeting in Fürth on Thursday.
Regarding the huge payout, Gulden joked, "You have to wait and see whether someone might pay too much. And then we laugh." Adidas' previous contract with the DFB, which ends in 2026, was already considered the best-paying deal in the industry, with the company offering an annual sum of 50 million euros. Nike, on the other hand, offered around double that amount. "It didn't make sense for us," shared Gulden.
However, what shocked Gulden the most was how early the DFB announced their separation from Adidas. This decision, made in March, faced severe backlash from the public and politicians.
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Source: www.ntv.de
