Nike football boots are seen in a store in Krakow, Poland on August 29, 2024.
Jacob Porzycki Norphoto Getty Images
Nike The National Football League has renewed its partnership for another 10 years after the league briefly opened the bidding process to competitors and held talks with other companies.
Under the terms of the agreement, Nike will continue to be the exclusive provider of uniforms and sideline, practice and base layer apparel for all 32 NFL teams through 2038. Nike has been the NFL’s exclusive apparel supplier since 2012.
“The renewal of this partnership is a testament to the strength and success of our collaboration with the NFL,” Nike’s newly appointed CEO Elliott Hill said in a news release. “As we begin this new chapter, we are committed to co-creating cutting-edge solutions that meet the rapidly changing needs of NFL athletes and fans, accelerating the league’s growth and development initiatives.”
As part of the partnership, Nike said it will work to expand soccer’s global reach and use its sports research lab to address lower-body injuries and enhance footwear safety.
The organization said it will continue to support high school and college football and help bring the sport’s “most compelling narratives to life.”
“Nike has been an invaluable partner since 2012 and we couldn’t be more excited to have them on board for years to come,” NFL Commissioner Roger Goodell said in a statement. “In addition to their products and services for our clubs, players or fans, Nike is a strategic partner that will help us grow football internationally, support youth football and advance player safety.”
The renewed partnership comes as Nike looks to turn around its business and maintain its position as a global leader in athletic apparel and footwear.
In October, CNBC reported that the NFL was considering other partners for its uniform deal as it prepared for its deal with Nike to expire after the 2027 season. The league briefly opened the process to other bidders and has held discussions with several companies interested in competing for the contract, a source previously told CNBC.
The decision to open up the NFL’s bidding process comes as Nike faces criticism for falling behind on innovation. Earlier this year, it introduced a uniform with Major League Baseball, prompting widespread complaints from players and fans that the new uniforms were see-through, didn’t fit properly and looked “unprofessional,” ESPN reported at the time.
Still, the problem wasn’t enough to scare the NFL or the National Basketball Association, which renewed its contract with Nike in October.
Nike will report fiscal second-quarter earnings next Thursday.
– Additional reporting by CNBC’s Jessica Golden.
