With two years remaining on the French Football Federation’s (FFF) deal with Nike, reports are already circulating of a bidding war for the rights to become the new official kit and equipment supplier to the high-profile national team. Nike’s current, 15-year-old deal is worth approximately €50.5 million per year and covers the men’s, women’s and youth football clubs.
Adidas and Puma, which has recently refined its partnership strategy, are keen to enter the fray, eyeing a piece of the action as the FFF prepares to release a tender in April for the next eight-year contract period. The FFF, commonly known as “Les Bleus,” secured victory in the 2018 FIFA World Cup and finished as runners-up in 2022, losing to Argentina.
Puma’s focus on high-profile national teams aligns with its strategy to strengthen its presence in the competitive sports apparel market. In the 2022 FIFA World Cup, Nike outfitted 13 of the 32 teams – Adidas and Puma, seven and six teams respectively.
Currently, Adidas holds a partnership with FIFA, set to last through 2030. With the potential addition of one of the most successful national teams globally, Adidas aims to consolidate its standing as one of the foremost suppliers of sportswear in the industry.
