Kylian Mbappé Signs with Sports Brand On, Departing Nike for New Football Initiative

MILAN — September 18, 2026

In a significant development within the sports marketing landscape, French football star Kylian Mbappé has officially signed with the Swiss sports brand On, departing from his long-standing partnership with Nike. The announcement was made on September 18, 2026, and is poised to reshape the dynamics of athlete endorsements in the football industry.

Mbappé, who has been a prominent figure in global football since his breakout performance at the 2018 FIFA World Cup, has transitioned to On as part of the brand’s strategic push into the football sector. This move is particularly noteworthy given that Nike has been synonymous with football sponsorships for decades, representing a shift towards a less conventional choice in athletic branding.

The decision to join On comes amid a backdrop of increasing competition in the sports apparel market, where emerging brands are seeking to carve out their niche against established giants like Nike and Adidas. On, primarily known for its innovative running shoes, has been expanding its portfolio and aims to leverage Mbappé’s global appeal to enhance its visibility in football.

Financial details of the contract have not been disclosed, but it is expected that the deal includes substantial performance incentives, reflecting Mbappé’s status as one of the highest-paid athletes in the world. His previous contract with Nike was reported to be worth approximately $20 million annually, and it remains to be seen how On will structure its financial commitment to attract the superstar.

This development is receiving heightened attention not only because of Mbappé’s star power but also due to the implications it holds for the future of athlete endorsements. The move signals a potential shift in how brands approach sponsorships, particularly as they seek to differentiate themselves in a crowded marketplace. Analysts suggest that if successful, On’s partnership with Mbappé could inspire other athletes to consider similar transitions, thereby altering the landscape of sports marketing.

Locally, this signing could invigorate the Swiss brand’s presence in the football community, while nationally and globally, it raises questions about the sustainability of traditional sponsorship models. As brands like On seek to innovate and capture market share, the implications for established players like Nike could be significant.

Looking ahead, it will be crucial to monitor how On capitalizes on this partnership. The brand is expected to launch a new line of football-specific footwear and apparel featuring Mbappé, which could debut in early 2027. Additionally, the effectiveness of this collaboration in enhancing On’s market position will likely be scrutinized in the coming months, particularly as the football season progresses.

Source: Financial Times