News (engl.)

Zalando is now the new, additional main partner of the German Football Association (DFB). The DFB and Europe’s leading e-commerce platforms for fashion and lifestyle items, founded in Berlin in 2008, have agreed on a strategic partnership running until 2030 initially. This agreement includes marketing and activation rights for the association’s men’s, women’s and youth national teams. 

The Zalando logo will feature on the pre-match and training shirts for the DFB’s national teams. The partnership will also extend to LED advertising boards, cam carpets and interview backdrops, as well as social media activities. Zalando will also offer its customers exclusive access to ticket and fan merchandise draws. 

"Sport, lifestyle fashion and digital culture" 

Dr. Holger Blask, chairman of the management board of DFB GmbH & Co. KG, said: “We are delighted to have a new, strong and ideal main partner in  Zalando at our sides. As a leading international e-commerce and fashion retailer from Germany, Zalando stand for creativity, diversity and modernity. Football and the DFB are more than just sport, they are an expression of community, attitude and emotion. Together with Zalando, we want to set new trends, combining sport, lifestyle, fashion and digital culture. This partnership shows just how well tradition and innovation, emotion and style can harmonise with one another.” 

James Rothwell, Senior Vice President Marketing at Zalando, said: “Football and fashion have long had a shared history, one that’s deeply entrenched in German culture. We are delighted to continue on this tradition as one of the DFB’s main sponsors. We would like to inspire a new generation of fans to show off their style with confidence, on the pitch as well as in everyday life. For us, sport represents an important method of strengthening Zalando’s position as a leading fashion and lifestyle  ecosystem in Europe, as our customers’ enthusiasm for this area only continues to grow. We want to be there when fans discuss their favourite sports, cheer on their teams and share their passion. Through this partnership, we can inspire them in precisely these moments with unique content and our wide range of offerings, providing them with access to special experiences. We look forward to celebrating sporting highlights together with the football community over the next five years.” 

The new Germany home shirt from adidas, as well as the entire newly-launched DFB collection is available to purchase at Zalando from today (6th November).