Nike and Uruguayan Football Association Announce Multi-Year Partnership

What to know

• Nike and the Uruguayan Football Association are announcing a multi-year partnership that cements Nike as the federation’s exclusive sports sponsor and supplier.
• 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.
• Fans will soon be able to experience Nike’s apparel innovations through both national team kits and additional styles that showcase the country’s pride and passion for the Celeste.

Nike and the Uruguayan Football Association (AUF) are announcing 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 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 Uruguayan Football Association is a powerhouse in Latin American football,” says Doug Bowles, Nike VP/GM, Latin America. “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 plans to increase football participation and access among Uruguayan youth, enhance local football programs and coaching education, and promote social change through sport.

In addition to reinforcing Nike’s dedication to and significant investment in football development in both Latin America and around the world, the partnership will also enable the brand to leverage its global expertise and resources to support the AUF’s community initiatives, creating a lasting impact on the region’s football landscape.

“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 first donned Nike uniforms this summer, marking the beginning of a new era in the country’s storied football history. With the announcement of the partnership between Nike and the AUF, fans will soon be able to experience Nike’s apparel innovations through both national team kits and additional styles that showcase the country’s pride and passion for the Celeste.

“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.