WORLD CUP 2026

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End of an Era: Adidas to Part Ways with Germany After 73 Years and 2026 World Cup

Iconic partnership spanning four World Cup triumphs and three European Championships reaches conclusion as Germany prepares for tournament in North America.

BY Denis Kovi
Germany and Adidas partnership ending after 2026 World Cup
Historic 73-year partnership reaches its conclusion

One of football's most enduring relationships is approaching its final chapter. After 73 years that have seen Germany lift four FIFA World Cup trophies and three European Championships—all while wearing the iconic three stripes—Adidas will end its kit sponsorship of Die Mannschaft following the 2026 World Cup in North America.

The partnership has been nearly synonymous with German football success since its inception. From the "Miracle of Bern" in 1954 through to Germany's most recent World Cup triumph in Brazil 2014, Adidas kits have adorned some of the sport's greatest players: Franz Beckenbauer, Gerd Müller, Lothar Matthäus, Jürgen Klinsmann, and more recently Philipp Lahm and Bastian Schweinsteiger. The relationship represents one of the longest continuous kit sponsorships in international football history.

"In some ways Adidas has almost been synonymous with the German national team," Bavarian Football Works reported. "However, after what will be 73 years, spanning four FIFA World Cup triumphs and three European Championships, the iconic relationship between Germany's biggest sporting brand and its national team is coming to an end." The decision marks a seismic shift in the landscape of international football sponsorships, with the German Football Association presumably seeking a new partnership that could potentially exceed Adidas's financial commitments.

Adidas plans to mark the conclusion with a special 'farewell' third kit that will debut after the 2026 World Cup. The leaked designs suggest a retro-inspired aesthetic paying homage to classic Germany kits from the partnership's seven decades. This final collection will serve as both a competitive uniform and a commemoration of one of sport's great commercial relationships.

The timing ensures Germany will have one last opportunity to deliver Adidas a parting gift: a fifth World Cup title. Lothar Matthäus, the 1990 World Cup-winning captain, recently weighed in on squad selection, expressing confidence that Leon Goretzka will make Julian Nagelsmann's final roster despite limited playing time at Bayern Munich. "That's why I'm convinced that Leon Goretzka is one of the players who will travel to America with Julian Nagelsmann and his coaching team," Matthäus told media.

Germany's qualification for the tournament was never in doubt, though recent form has raised questions about whether Die Mannschaft can recapture the dominance that defined their partnership with Adidas. The nation has endured a difficult period since their shocking 2018 World Cup group stage exit, followed by disappointing performances at Euro 2020 and the 2022 World Cup. A strong showing in North America would provide the perfect send-off for this historic collaboration.

Off the field, political considerations continue to shadow the tournament. A German Football Association official recently suggested considering a boycott of the 2026 World Cup in response to geopolitical tensions, though such calls remain on the periphery rather than representing official DFB policy. For now, Germany's focus remains on preparation, squad selection, and delivering one final triumph in Adidas colors before this storied partnership reaches its conclusion and a new era begins.