Nike and NFL aim to increase global reach with year-long collaboration

The National Football League (NFL) and Nike have extended their partnership for another decade.

The deal, announced Wednesday, ensures that Nike will remain the exclusive supplier of uniforms and apparel to all 32 NFL teams through 2038. Nike first joined the league in 2012.

Together they will aim to increase The NFL’s global presencedevelop new talent and expand the sport’s fan base.

“They are a global brand, an iconic brand worldwide associated with great athletes, associated with great sports,” said NFL Commissioner Roger Goodell. “The partnership brings credibility to both of us.”

When was the original agreement supposed to be finished?

In October CNBC reported that NFL was considering new partners for its uniform contract and was preparing its deal with Nike to expire after the 2027 season.

The league briefly opened the bidding process for other companieswith several expressions of interest. This decision followed criticism of Nike for lagging in innovation and the launch of a battered uniform Major League Baseballwhich resulted in complaints that the new outfits were see-through, ill-fitting and “amateur-like”.

Despite these problems are NFL and that NBA both renewed their contracts with Nike in October.

Global growth is a top priority for NFLwhich has worked to popularize flag football and supported its inclusion in 2028 Los Angeles Olympics.

This season, the league hosted five international matches in Brazil, England and Germany, with plans to increase that number to eight next year.

Nike CEO ‘Energized’ at 14-year renewal

The NFL has also granted teams international domestic marketing rights since 2021, allowing them to engage fans and build local markets overseas.

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.

“Along with NFLwe are committed to expanding soccer’s reach to a global audience,” newly appointed Nike CEO Elliott Hill said in a statement.

“I get energized when I think about what two of the greatest sports can build together.”

Plans for injury research

In addition to global expansion, the renewed agreement focuses on player health and safety.

Nike will utilize its Sports Research Lab to improve footwear safety and treat lower extremity injuries. “Their innovation is going to be really critical for us in terms of global growth, but also in making the blob safer and better,” Goodell said.

“This partnership renewal is a testament to the strength and success of our collaboration with NFL“, said Hill. “We believe in the power of sports to inspire and unite people.”

Nike will report its financial results for the second quarter next Thursday.

This article includes reporting from the Associated Press.