Klarna becomes official partner of DFB ahead of EURO 2024

The multi-year agreement, extending through at least 2026, will see Klarna's branding prominently displayed across various National Team assets.

The financial technology giant, Klarna has secured a sponsorship deal with the German Football Association (DFB), becoming an official partner of the Germany Men’s National Team.

This multi-year agreement, extending through at least 2026, will see Klarna’s branding prominently displayed across various National Team assets.

The partnership comes at a crucial time for German football, as the country gears up to host the prestigious European Championship (Euro 2024) this summer. 

This high-profile tournament presents a significant opportunity for Klarna to reach a massive audience, with its branding visible during matches, including the pre-tournament friendlies against Ukraine and Greece.

Dr Holger Blask, managing director of sales and marketing at DFB GmbH & Co. KG, said, “Klarna is a global player with its roots in Europe and is well-known for its innovative technologies and security in online transactions. We look forward to a dynamic partnership with a rapidly growing tech company as a partner of the men’s national team.”

Dominic Hoffmann, head of Northern and Central Europe at Klarna, explained, “The DFB is the largest sports federation in the world, and the national team is the focus of the entire country – and not just for this summer. We are proud to be an official partner of the DFB and the national team and to be able to showcase our brand on such a big stage. At Klarna, we want to make the way people shop and pay easier and more seamless, and our aim is to change society through innovation. Likewise, the DFB is committed to taking innovative approaches to football. We look forward to moving into the future together with the DFB and we will be launching our first joint ventures as early as this summer’s European Championships.”

Founded in 2005, Klarna is a leading Swedish fintech company that offers a variety of financial services for online shoppers. Most notably, the payment entity is known for its popular “buy now, pay later” option, allowing customers to spread the cost of purchases over time. Klarna, a trusted partner to over 550,000 merchants and used by over 150 million customers in 45 countries, is a major player in the online payment industry.

This strategic partnership follows the DFB’s recent signing of Nike as its official kit supplier, starting in 2027.

Die Mannschaft, placed in Group A alongside Scotland, Switzerland, and Hungary, will kick off their Euro 2024 campaign against Scotland on June 15, 2024.

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