UC3, the joint venture between the Union of European Football Associations (UEFA) and European Football Clubs (EFC), reported that it has agreed to enter exclusive negotiations with Nike to become the official match ball provider for all UEFA men’s club competitions from 2027 to 2031. The sponsorship includes UEFA men’s Champions League, Europa League and Conference League.
UEFA is the primary governing body of European football, while EFC represents the clubs.
Adidas, which has held the sponsorship agreement with Europe’s elite club competition since 2001, confirmed in a media statement that it would not renew its contract. Nike confirmed the discussions but declined to provide further details.
In early March, The Athletic reported that UC3 had launched an official match ball tender for UEFA’s men’s club competitions. Sources close to the process indicated Adidas wanted to retain its existing sponsorship but faced bids from Nike and Puma.
Citing a person familiar with the matter, The Financial Times reported the value of the deal across competitions could roughly double to more than €40 million (~$46.7 million) a year.
The Champions League, UEFA’s premier club competition, has an audience of nearly 1.2 billion, according to UEFA’s annual report for the 2024/25 season.
The UEFA talks come two years after Nike replaced Adidas to become the official supplier of the German Football Association (DFB). The potential deal precedes June’s FIFA World Cup, also seen as a key marketing opportunity for Nike.
Image courtesy Nike
