The National Football League (NFL) and Nike have extended their partnership for another decade.
The deal, announced Wednesday, ensures Nike remains the exclusive supplier of uniforms and apparel for all 32 NFL teams through 2038. Nike first joined up with the league in 2012.
Together they’ll aim to increase the NFL’s global presence, develop new talent, and expand the sport’s fan base.
“They’re a global brand, an iconic brand all over the world associated with great athletes, associated with great sports,” said NFL Commissioner Roger Goodell. “The partnership brings credibility to both of us.”
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When Was the Original Deal Due to Finish?
In October, CNBC reported that the NFL was considering new partners for its uniform contract, preparing for its deal with Nike to expire after the 2027 season.
The league briefly opened the bidding process to other companies, with several expressing interest. This decision followed criticism of Nike for lagging in innovation and a mishandled uniform launch for Major League Baseball, which resulted in complaints about the new outfits being see-through, ill-fitting, and “amateurish.”
Despite these issues, the NFL and the NBA both renewed their contracts with Nike in October.
Global growth is a top priority for the NFL, which has worked to popularize flag football and supported its inclusion in the 2028 Los Angeles Olympics.
This season, the league hosted five international games in Brazil, England, and Germany, with plans to increase that number to eight next year.
AP Photo/Jose Juarez
Nike CEO ‘Energized’ at 14-Year Renewal
The NFL has also granted teams international home marketing rights since 2021, allowing them to engage fans and build local markets abroad.
Nike’s expertise in grassroots sports development and storytelling will play a critical role in these initiatives. Youth development programs at the grassroots, high school, and collegiate levels are all expected to play a role in promoting both flag and tackle football.
“Together with the NFL, we’re committed to expanding football’s reach to a global audience,” newly appointed Nike CEO Elliott Hill said in a statement.
“I’m energized when I think about what two of sports biggest powerhouses can build together.”
AP Photo/Andrew Harnik, File
Plans for Research into Injuries
In addition to global expansion, the renewed deal focuses on player health and safety.
Nike will leverage its Sport Research Lab to improve footwear safety and address lower extremity injuries. “Their innovation will be really critical for us on the global growth, but also in making the cleat safer and better,” Goodell said.
“This partnership renewal is a testament to the strength and success of our collaboration with the NFL,” Hill said. “We believe in the power of sport to inspire and unite people.”
Nike will report its fiscal second-quarter earnings next Thursday.
This article includes reporting from The Associated Press.
