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Adidas Loans €100 M to DFL, Extends Ball Deal to 2034

4/28/2026

Summary

Story summary

Adidas AG will provide a €100 million loan to the Deutsche Fußball Liga (DFL).
The loan enables the DFL to fund a marketing plan that fans distrust after a 2023 private-equity deal.
The partnership extends Adidas’s official match-ball supply for the Bundesliga and 2. Bundesliga to 2034.
DFL President Hans-Joachim Watzke said the financing model supports league growth, with Adidas CEO Bjørn Gulden pledging long-term commitment to shape German football’s future.

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Story summary

Adidas AG will provide a €100 million loan to the Deutsche Fußball Liga (DFL).
The loan enables the DFL to fund a marketing plan that fans distrust after a 2023 private-equity deal.
The partnership extends Adidas’s official match-ball supply for the Bundesliga and 2. Bundesliga to 2034.
DFL President Hans-Joachim Watzke said the financing model supports league growth, with Adidas CEO Bjørn Gulden pledging long-term commitment to shape German football’s future.