Nike thought they had managed a successful coup when they stole the England national soccer team away from longtime technical sponsor Umbro in 2013 but the Three Lions poor showing at the 2014 FIFA World Cup and Euro 2016 are fueling reports that the Swoosh plans to drop the national team from their line-up.
England receives $42.2 million per year in the deal but jerseys sales have struggled almost as much of the team’s form. The current deal is supposed to run through the 2018 FIFA World Cup.
Dropping the kit sponsorship with the England national team would not end Nike’s exposure by the England national team, however. The majority of players on the England team wear Nike cleats.
Nike is also examining their other partnerships with the Football Association (FA) including a second-tier FA Cup partnership and St George’s Park sponsorship.
Under Armour is the main brand linked to replacing Nike as the team’s technical sponsor.
The current situation probably has the FA and fans shaking their heads at their decision to move away from Umbro 4-years ago. The Double Diamond had been the kit provider for England since the 1950’s and included iconic moments from Bobby Moore lifting the Jules Rimet Trophy after winning the 1966 FIFA World Cup to Michael Owen running on the sage at the 1998 FIFA World Cup to David Beckham leading the Three Lions and many more moments.
Should Nike drop the England National Team? Who should replace the Swoosh as the Three Lions technical sponsor? Add your comments below.
Official gear of the England national team by Nike is available at World Soccer Shop.