After the French Football Federation officially announced the renewal of Nike's contract until 2034, they ushered in a huge increase in their annual sponsorship contract income. Originally, the French national team could receive about 54 million euros a year from Nike, but after the contract was renewed, this figure exceeded 100 million euros. I have to say that this is amazing, and it also shows the brand value of the current French national team.
Of course, the French Football Federation was able to get a contract that doubled the cost of sponsorship. In addition to the team's good results in recent seasons, Mbappe is the most critical reason. It is even an exaggeration to say that the reason why Nike is willing to continue to sponsor the French team and greatly increase the amount is mainly because of Mbappe. First of all, Mbappe is now an iconic player for Nike, especially after Nike's top star in football, Cristiano Ronaldo, has slipped in form and is away from the top five leagues. Nike needs to promote new superstars in European football to maintain its influence and expand its commercial market.
Obviously, Mbappe is the most suitable player, whether it is his personal ability, the number of fans or the influence in football in recent years, he is worthy of taking over the banner of Cristiano Ronaldo. Therefore, Nike will appropriately give some privileges to this superstar, and it is necessary to increase the sponsorship fee for his national team accordingly. Because in recent years, the main superstars of major brands, their national team sponsorship and individual sponsorship are basically the same. For example, Nike sponsors Ronaldo's Portuguese national team, and Adidas sponsors Messi's Argentine national team.
In addition, changes at the club level are also the reason why Nike has decided to increase the amount of sponsorship. As the face of Nike, Mbappe now plays for Paris Saint-Germain. However, it is reported that he will leave Paris next to join Real Madrid. As we all know, Real Madrid is one of the ace clubs under Adidas. Mbappe's move to a rival-sponsored club is bound to weaken his own marketing. And it is difficult for brand sponsors to influence the transfer of players between clubs. In order to ensure that Mbappe's commercial value can be stimulated as much as possible, Nike must renew his contract with the French national team.
In short, Mbappe has to sponsor one of the two jerseys he wears. If the sponsorship contract of the French Football Federation is lost, for Nike, the commercial value of Mbappe as a player will not be fully realized. Sponsors always have to display the jerseys of their top stars in the major stores. What's the point of signing this player if neither the national team nor the club is sponsored by them? Therefore, in order to ensure Mbappe's commercial value as much as possible, Nike decided to renew the contract with the French team at all costs.
Of course, the progress is relatively smooth, and the cooperation between the two sides has been relatively pleasant in recent years. Nike has to give up money, and the French national team's performance in various competitions has also steadily improved, and the two sides can be said to be mutually beneficial. Since 2016, the French team has not disappointed its sponsors in the tournament. Won the runner-up in the European Championship in 16, successfully won the World Cup in 18, and ended in the round of 16 in the European Championship in 21. However, a year later, at the World Cup in Qatar, they reached the final again. It can be said that the exposure and heat continue to be full. On top of that, Nike made a lot of money by selling the jerseys of the French national team and merchandise.
Considering that the current squad of the French team is still very strong, it is believed that the results of the French national team in the next few tournaments should not be bad. Especially when Mbappe is about to enter his prime, it is wise for Nike to choose to renew his contract with the French team at this time. This not only preserves Mbappe's personal commercial value, but also brings greater benefits, which can be described as killing two birds with one stone. It is clear that Mbappe is now moving towards the number one position in football. Then, after Mero retires, Mbappe's influence will become more and more in football.