Elliott Hill isn’t sitting around twiddling his thumbs. The new Nike CEO is making his mark early and often as the Hill Era at Nike, Inc. commences. After a number of key leadership appointments and a refreshed retail engagement process have garnered praise, the company is ensuring its position atop the platform for the near future by securing the Brazil National Football Confederation for an additional 12 years and extending and expanded the current NFL deal through 2038.

Nike, Inc. and NFL Extend Longstanding Partnership Through 2038
Nike, Inc. and the National Football League (NFL) have inked a landmark 10-year partnership extension to 2038.
The two sports industry giants said they are cementing their commitment to shaping the future of football and driving growth, innovation and progress across the sport.

“Building on 12 years of successful collaboration as the exclusive provider of uniforms and sideline, practice and baselayer apparel for all 32 NFL teams, Nike is poised to elevate its partnership to new heights,” the company said in a media release. “With a relentless pursuit of innovation and a deep understanding of the unique needs of NFL players, Nike will deliver cutting-edge, high-performance products that adapt to the evolving demands of the game’s elite athletes.”

Key initiatives of the Nike-NFL partnership:

  • Global Expansion: Nike and the NFL will work together to grow the game’s global reach, increasing participation, developing new talent and expanding the football fan base.
  • Player Health and Safety Commitment: Nike and the NFL will leverage Nike’s Sport Research Lab and product design and innovation expertise to address lower extremity injuries and enhance footwear safety.​​​​​​​​​​​​​​​​
  • Football Development: Nike will continue to empower the next generation of athletes and grow the sport by supporting grassroots, high school and collegiate level development programs across both flag and tackle football.
  • Storytelling and Fan Engagement: The partnership will bring football’s most compelling narratives to life, connecting with fans in new and innovative ways through Nike’s unparalleled marketing and storytelling expertise.

“Nike has been an invaluable partner since 2012 and we couldn’t be more excited to have them onboard for years to come,” said NFL Commissioner Roger Goodell. “In addition to their products and services for our clubs, players, or fans, Nike is a strategic partner who will help us grow football internationally, support youth football and make advances in player safety. The renewal of this partnership will truly have a lasting impact on the game of football at all levels both here in the United States and around the world.”

Nike and Brazilian Football Confederation Begin Fourth Decade of Partnership
Nike and the Brazilian Football Confederation (CBF) have also announced a 12-year partnership extension that continues Nike’s decades-long role as the Confederation’s exclusive sports sponsor and supplier.

As part of the partnership extension, Nike will continue to outfit all CBF men’s and women’s national football teams, including academy squads, the Olympic federation and beach football and futsal teams.

“The partnership between Nike and the CBF has a rich history and an enduring legacy in the sport,” the company said in a media release. “Nike first began sponsoring the CBF in 1996, working with the Confederation to advance global football across Latin America and provide Brazilian athletes the best Nike football innovations.”

Nike’s VP/GM for Latin America Doug Bowles said the extension reaffirms the partners’ shared commitment to growing the game and supporting Brazilian youth.

“This extension of our partnership with the CBF proudly marks the beginning of a fourth decade of collaboration, reinforcing our long-term commitment to Brazilian football,” Bowles commented. “We’re thrilled to continue working together to inspire the next generation of athletes across Latin America and around the world. And of course, we’re excited to continue to bring the most cutting-edge Nike football innovations to the Confederation to create the future of the game.”

CBF said the partnership extension reflects a larger shared goal to help football thrive, both today and in the years to come.

“CBF is thrilled to renew its partnership with Nike, a brand that shares our values and passion for football,” says Ednaldo Rodrigues, president, Brazilian Football Confederation. “This is one of the most enduring and successful partnerships in football, and we look forward to continuing to inspire future generations and promote a more inclusive and equitable sport for all Brazilian footballers, upholding the legacy of the beautiful game.”

The partners said Nike and the CBF will continue working together to drive change by growing the women’s game and inviting more girls to participate in football; advancing racial equality in football by promoting diversity, equity and inclusion on and off the pitch; and increasing youth access to football through grassroots and community initiatives that support the development of the game.

Nike said this will build on its legacy of community investment in Brazil, including partnerships with Bola Pra Frente, Rede Esporte pela Mudança Social and Observatório da Discriminação Racial no Futebol, increasing access to sport and play and leveling the playing field for all.

“The next few years are crucial for women’s football in Brazil, and having Nike by our side is a huge boost,” says Ary Borges, a Nike athlete and member of the Brazilian women’s national team. “I’m proud to be part of a team that is committed to drive real change and create more opportunities for girls to play, compete and succeed in the sport.”

The partnership extension will also leverage Nike’s latest football innovations to help CBF athletes continue to compete at the highest level and inspire the next generation of Brazilian footballers.

“Nike has been an integral part of my journey as a footballer, providing me with the best possible equipment to thrive on the pitch,” says Vini Jr., a Nike athlete and member of the Brazilian men’s national football team. “I’m so excited to see the positive impact this partnership will have on young Brazilian footballers and the sport as a whole.”

Nike Adds Uruguay to Soccer Portfolio
Nike and the Uruguayan Football Association (AUF) have signed a multi-year partnership that cements Nike as the federation’s exclusive sports sponsor and supplier. As part of the partnership, Nike will outfit all AUF men’s and women’s national football (soccer) teams, including the federation’s Olympic, beach football, futsal and e-sports teams.

“The partnership is designed to advance the sport of football in Latin America, with an emphasis on grassroots initiatives and youth development through community impact programs — marking the latest example of Nike’s investment in growing the game around the world,” the company said in a media release.

“The Uruguayan Football Association is a powerhouse in Latin American football,” says Doug Bowles, VP/GM, Latin America, Nike. “This partnership underscores our deep commitment to fueling the passion for football in the region and across Latin America, particularly among youth. We look forward to partnering with the federation to serve players and supporters with Nike’s one-of-a-kind innovation and design.”

By joining forces with the AUF, Nike said it plans to increase football participation and access among Uruguayan youth, enhance local football programs and coaching education, and promote social change through sport.

“We are delighted to join forces with Nike, a global leader in sports innovation,” says Ignacio Alonso, President, AUF. “We share Nike’s vision for a more inclusive and vibrant football ecosystem in Latin America, and together, we’ll work tirelessly to ensure football becomes a catalyst for positive change in Uruguay and beyond.”

The Uruguayan men’s national football team reportedly first donned Nike uniforms this summer, marking the beginning of a new era in the country’s storied football history.

“It’s not just about looking sharp, it’s about performing at our best,” says Federico Valverde of the Uruguayan men’s national football team. “The innovation and design that Nike brings to the table is unmatched and helps us stay focused throughout the game.”

The partnership joins Nike’s global efforts to expand sport and champion all athletes, including opening a new Playground for All in Korea; promoting girls’ access to sport in France and Japan; and convening Coach the Dream summits in Tokyo, Paris and at Nike World Headquarters in Oregon.

Images courtesy Nike, Inc.