Nike football boots are seen in a store in Krakow, Poland, on August 29, 2024.
Jakub Porzycki | Nurfoto | Getty Images
Nike has extended its partnership with the National Football League for another 10 years after the league briefly opened its bidding process to competitors and held talks with other companies.
Under the terms of the deal, Nike will remain the exclusive supplier of uniforms and sideline, practice and base layer apparel for all 32 NFL teams through 2038. Nike has been the exclusive apparel supplier to the NFL since 2012.
“This partnership extension is a testament to the strength and success of our partnership with the NFL,” newly appointed Nike CEO Elliott Hill said in a press release. “As we embark on this new chapter, we are committed to co-creating cutting-edge solutions that meet the rapidly evolving needs of NFL athletes and fans while fueling 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 laboratory to address lower-body injuries and increase footwear safety.
The company said it will continue to support high school and college football and help bring the sport's “most compelling stories 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 make progress in player safety.”
The renewed partnership comes as Nike looks to turn around its business and maintain its position as the global leader in athletic apparel and footwear.
In October, CNBC reported that the NFL was considering other partners for its uniform contract as it prepared for the expiration of its deal with Nike after the 2027 season. The league briefly opened the process to other bidders and held discussions with several companies interested to compete for the deal, a source previously told CNBC.
The NFL's decision to open the bidding process came as Nike faced criticism for falling behind in innovation. Earlier this year, a Major League Baseball uniform launch failed, leading to widespread complaints from players and fans that the new outfits were see-through, did not fit properly and looked “amateurish,” ESPN reported at the time.
Still, the issue wasn't enough to deter the NFL or the National Basketball Association, which extended its contract with Nike in October.
Nike will report second-quarter results next Thursday.
– Additional reporting by CNBC's Jessica Golden.
