Nike’s commitment to expanding the NFL’s global presence was solidified on Wednesday with the announcement of a 10-year partnership extension. This collaboration aims to not only grow the sport’s fan base but also increase participation and develop new talent in football around the world.
For over a decade, Nike has served as the exclusive provider of uniforms and sideline apparel for all 32 NFL teams, making it the world’s largest supplier of athletic shoes and apparel. NFL Commissioner Roger Goodell shared with The Associated Press, “Nike is an iconic brand recognized globally for its association with top athletes and sports. Partnering with them will effectively encourage children around the world to engage with the game, enhancing our credibility in this endeavor.”
International growth has been a major focus for the NFL in recent years. The league has actively promoted flag football, even advocating for its inclusion in the Los Angeles 2028 Olympics. This year alone, the NFL hosted five international games across Brazil, England, and Germany, with plans to play its first regular-season game in Berlin in 2025. According to league executive Peter O’Reilly, there is an expectation to hold annual games in Germany, and the goal is to increase the number of international games to eight next year, perhaps even expanding to provide opportunities for every team each season.
To support this international outreach, the NFL started granting teams marketing rights in various countries starting in December 2021. This initiative allows teams to engage with international fans more effectively, enhancing overall growth and connection for the NFL.
Beyond international expansion, an important aspect of the NFL-Nike partnership centers on player health and safety. The league plans to utilize Nike’s advanced Sport Research Lab, as well as its product design expertise, to tackle lower extremity injuries and improve footwear safety. Goodell highlighted the importance of innovation in this area, emphasizing the need to create better-performing and safer cleats suitable for diverse playing surfaces: “Players want footwear that enhances their performance while ensuring safety.”
As part of its strategy to promote the sport, Nike is dedicated to nurturing grassroots programs and encouraging youth engagement at the high school and collegiate levels, catering to both flag and tackle football. “Working alongside the NFL, we are dedicated to expanding football’s reach globally,” stated Elliott Hill, President and CEO of Nike. “We recognize the power of sport to inspire and unite, and we are reshaping what has customarily been seen as an American pastime by using creative storytelling and new initiatives to grow participation and a broader football fan base. The potential of what we can achieve together excites me greatly.”
The NFL’s determination to enhance football’s global appeal, enhance player safety, and cultivate young talent signifies a promising future for the partnership with Nike.
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AP NFL: https://apnews.com/hub/nfl
