Skip to content

Adidas CEO Björn Gulden regards the profitable Nike bid as exaggeratedly high.

Vendor agreement signed by the DFB

Norwegian Björn Gulden steps down after nine years at the helm of Puma.
Norwegian Björn Gulden steps down after nine years at the helm of Puma.

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.

Read also:

  1. Despite Björn Gulden, the Adidas boss, believing that Nike overpaid for the DFB's supplier contract, the company's offer was still more than double what Adidas was currently providing.
  2. At the Annual General Meeting in Fürth, Gulden humorously suggested that perhaps Nike had paid too much, implying that Adidas might have the opportunity to bid lower in a potential future contract.
  3. Gulden was surprised by the early announcement of the DFB's parting with Adidas, which had previously offered an annual sum of 50 million euros according to their contract, and was considered one of the industry's best deals.

Source: www.ntv.de

Comments

Latest

Grave accusations levied against JVA staff members in Bavaria

Grave accusations levied against JVA staff members in Bavaria

Grave accusations levied against JVA staff members in Bavaria The Augsburg District Attorney's Office is currently investigating several staff members of the Augsburg-Gablingen prison (JVA) on allegations of severe prisoner mistreatment. The focus of the investigation is on claims of bodily harm in the workplace. It's

Members Public