[Saba Sports News] According to German media reports, Adidas has agreed to invest 100 million euros in the Bundesliga and 2. Bundesliga, aiming to support the growth of the leagues and the development of their 36 member clubs. The investment will back the leagues’ central marketing objectives and be distributed in accordance with an agreement reached by the executive board of the German Football League (DFL), which operates the two divisions. In addition, Adidas had previously secured a deal to supply official match balls for the Bundesliga and 2. Bundesliga starting from the 2026-27 season. The contract, originally set to run until 2030, has now been extended to 2034. The funds will not be used to finance transfer ambitions or similar purposes. Instead, they are intended to support long-term growth plans, helping the leagues and their clubs expand and compete outside Germany. Although the DFL already provides subsidies for clubs willing to embark on international tours, many teams remain hesitant due to high costs and fierce market competition.
The editor believes that football is the most popular sport in Germany, which is reflected in the value of the Bundesliga’s domestic broadcast deal, second only to the Premier League. However, due to the lack of an equivalent number of star players and its commercial value being rooted in local characteristics and matchday atmosphere, the Bundesliga has long struggled with international expansion.