Including Heavy Financial Penalties? England Sign New Nike Kit Deal

The English Football Association and Nike just announced a new contract extension that will take their long-term partnership through to 2030. Sources in the UK one week ago already reported that England would renew its Nike kit deal, in stark contrast to what was said just a few months ago when the The Daily Mail then reported that Nike was in serious doubt about the continuity of its England sponsorship deal beyond the 2018 World Cup.

Mark Bullingham, FA Group Commercial and Marketing Director, said: "We are delighted to be continuing our partnership with Nike until 2030. It was always important for us to secure such a long-term commitment to allow both parties to build an even stronger partnership together. It's fantastic that this support will not only continue but increase from now until 2030."

England Renews Nike Kit Deal




The new Nike England kit deal, which is effective from August 2018, is valid until the end of the 2030 World Cup. A modest increase in the fixed annual amount paid to the FA by Nike to £33m is expected, although this would keep England behind Germany and France in the overall ranking, partly due to the weak pound. The previous deal was worth £25m per year.

Most valuable International Football Shirt Sponsorship Deals

CountryKit SupplierValueDeal ends
GermanyAdidas€50m2022
FranceNike€42.6m2018
EnglandNike€39m2030
BrazilNike€30.7m2018
SpainAdidas-2026
ItalyPuma€18m2022

Curiously, the new kit deal between England and Nike is said to include a heavy financial penalty for the case that the men's national team fails to qualify for Euro or World Cup tournaments. On the other hand, incentives mean that positive results (reported to be 'semi-final and beyond') will be rewarded financially.

Trevor Edwards, President of the Nike Brand, said: "The extension of our partnership with The FA is great news for Nike Football and will see us continue to support English football at every level. We are proud to support The FA with our most innovative products, and foster the participation and development of players throughout England."

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