German Football Association Partners with Zalando in Multi-Year Sponsorship Deal.

Roger Hampel

Image: DFB

The German Football Association (DFB) has announced Zalando as its new main sponsor and strategic partner in a long-term agreement that runs until 2030. The partnership brings together one of Europe’s leading online fashion and lifestyle platforms with Germany’s most prominent sporting organization, integrating sport, fashion, and digital culture under a shared vision of innovation and community.

Partnership Overview Zalando

As part of the agreement, Zalando will hold marketing and activation rights across the DFB’s men’s, women’s, and youth national teams. The Zalando logo will appear on the training and pre-match shirts of all DFB national teams.

The collaboration also includes LED perimeter advertising, interview backdrops, cam carpets, and extensive social media activations. Zalando will further engage fans through exclusive ticket and fan merchandise draws, offering customers unique experiences tied to German football’s most recognizable brand.

The partnership is designed to expand the DFB’s commercial ecosystem while allowing Zalando to connect its global customer base with the culture and emotion of football.

Strategic Collaboration Between Sport and Lifestyle

According to the DFB, the partnership with Zalando reflects a broader shift toward connecting football with lifestyle, fashion, and digital engagement.

Dr. Holger Blask, Chairman of the Management Board of DFB GmbH & Co. KG, emphasized the strategic fit between the two organizations:

“We are delighted to have a strong and ideal partner in Zalando. As a leading international e-commerce and fashion retailer from Germany, Zalando stands for creativity, diversity, and modernity. Together, we aim to combine sport, lifestyle, fashion, and digital culture — showing how tradition and innovation, emotion and style, can complement one another.”

Zalando’s Expansion into Sports Partnerships

For Zalando, the sponsorship marks its most significant foray into elite sport. The Berlin-based company, founded in 2008, continues to evolve from a fashion e-commerce platform into a broader lifestyle and cultural brand.

James Rothwell, Zalando’s Senior Vice President of Marketing, said the partnership will help the company reach new audiences and deepen its engagement with sports communities:

“Football and fashion have long shared a history that is deeply rooted in German culture. We are proud to continue that tradition as one of the DFB’s main sponsors. Our goal is to inspire a new generation of fans to express their style confidently, on and off the pitch. This partnership allows us to celebrate sporting moments together with the football community while offering unique experiences and exclusive content.”

The agreement with Zalando strengthens the DFB’s sponsorship portfolio ahead of major competitions, including UEFA Euro 2028 and future FIFA World Cup campaigns, while extending its reach into lifestyle markets.