Nike renewed its contract with the NFL after the league briefly outbid other bidders.

Nike The league has renewed its partnership with the National Football League for another 10 years after briefly opening the bidding process to competitors and negotiating with other companies.

Under the terms of the agreement, Nike will remain the exclusive supplier of uniforms and sideline, practice and base layer apparel for all 32 NFL teams through 2038. Nike has been the NFL’s exclusive apparel supplier since 2012.

“This partnership renewal is a testament to the strength and success of our collaboration with the NFL,” newly appointed Nike CEO Elliott Hill said in a news release. “As we embark on this new chapter, we are committed to developing innovative solutions that meet the rapidly changing needs of NFL players and fans while fueling the league’s growth and development initiatives.”

As part of the partnership, Nike said it will work to expand soccer’s global reach and use its sports research lab to improve footwear safety and reduce lower-body injuries. will do

The company said it will continue to support high school and college football and help bring the sport’s “most compelling narratives to life.”

“Nike has been an invaluable partner since 2012 and we couldn’t be more excited to have them on board for years to come,” NFL Commissioner Roger Goodell said in a statement. “In addition to their products and services for our clubs, players, or fans, Nike is a strategic partner that helps us promote soccer internationally, support youth soccer, and advance player safety. will do.”

The renewed partnership comes as Nike continues to turn around its business and maintain its position as a global leader in athletic apparel and footwear.

In October, CNBC reported that The NFL was considering other partners. For his identical contract as he prepared for his contract with Nike to expire after the 2027 season. The league briefly opened the process to other bidders and held talks with several companies interested in competing for the contract, a source previously told CNBC.

The NFL’s decision to open up the bidding process comes as Nike faces criticism for lagging behind on innovation. Earlier this year, he hinted at launching a uniform with Major League Baseball. Widespread complaints From players and fans that the new outfits did not fit well and looked “fancier”. ESPN reported. At this time

Still, the problem wasn’t enough to scare the NFL or the National Basketball Association. Renewed his contract. With Nike in October.

Nike is set to report fiscal second-quarter earnings next Thursday.

– Additional reporting by CNBC’s Jessica Golden.