Why the partnership with Uruguay is crucial for Nike

After debuting during the last edition of the Copa América, Nike and Uruguay have finally made their partnership official. The Uruguayan national team is thus leaving behind its 15-year-long relationship with PUMA, the longest in its history. The new technical supplier is the Swoosh, at a time of numerous internal changes for the sportswear brand. Despite continuing to be one of the biggest players in the market, Nike has lost the luster that distinguished it from the mid-1980s until a few years ago. In order to regain that aura of brilliance that made it one of the most famous and respected brands in the world, Nike is looking to reshape its partnership portfolio, both in terms of quality (just look at how many athletes, especially footballers, have moved to competitors, significantly shrinking the brand's roster) and geography. Additionally, Nike is trying to act with the right timing, aiming to anticipate some future changes, especially in terms of global partnerships related to football.

There have long been rumors of a possible switch of the Brazilian national team to adidas. If this happens, Nike would lose its most important South American affiliate, which has been tied to the brand since 1997 and with which it has built a strong legacy, becoming part of the collective imagination of many football enthusiasts. One example is the re-issue of the Brazilian national team jersey from the 1998 World Cup, complete with Ronaldo Nazario’s number 9, released in mid-2024. With adidas already sponsoring national teams like Argentina, Colombia, Peru, and Mexico, Nike has acted with foresight, securing an agreement with Uruguay, one of the most solid national teams in the South American football landscape. In terms of national teams, Nike may secure new collaborations in the future, especially after the end of its agreement with Portugal, which is set to move to PUMA. Portugal represents a significant player in the global football scene, and this shift could mark a turning point for both parties. As for clubs, it remains to be seen whether Nike will reduce or radically renew its roster.

It is already known that from next season, Nike will no longer be the sponsor of Liverpool, a club that has already signed with adidas. Now we just have to wait and see which team will replace the Reds in Nike's exclusive Tier 1 group. Important signals about Nike's future market strategies come from its relationship with Cristiano Ronaldo: although the player continues to wear the boots provided by the brand and promotes Swoosh products in advertorials for brands like Herbalife, for which he is an ambassador, his presence in Nike's communication campaigns is becoming less and less relevant. It seems the brand has come to terms with the idea of losing one of the most important athletes in its history, a true asset, likely second only to Michael Jordan and Tiger Woods. Despite Ronaldo's incredible following, Nike may now view him as being in decline, after sponsoring him since his early days with Sporting Lisbon. This marks the beginning of a phase of major changes for Nike, which are yet to unfold.