European fashion and lifestyle leader, Zalando, has been unveiled as a new main sponsor of the German Football Association (DFB), in a landmark collaboration that bridges the worlds of sport, style, and digital culture.
The multi-year partnership, which runs through 2030, extends across the DFB’s men’s, women’s, and youth national teams.
As part of the agreement, Zalando will gain extensive branding and activation rights, including visibility on pre-match and training apparel, LED perimeter boards at matches, and media backdrop placements. The platform will also deliver exclusive fan activations, from ticket and merchandise giveaways to digital experiences designed to engage supporters beyond the pitch.
Dr. Holger Blask, Chairman of the Management Board of DFB GmbH & Co. KG, described the partnership as a perfect blend of tradition and innovation. and said, “We are delighted to have a new, strong, and ideal main partner in Zalando on our side. As a leading international e-commerce and fashion retailer from Germany, Zalando stands for creativity, diversity, and modernity. Football and the DFB are more than just sports; 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 harmonize with one another.”
James Rothwell, Senior Vice President Marketing at Zalando, added, “Football and fashion have long had a shared history, one that’s deeply entrenched in German culture. We are delighted to continue 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 favorite 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.
The partnership marks another step in the DFB’s strategy to broaden its commercial portfolio beyond traditional categories such as sportswear and automotive. While financial terms were not disclosed, industry reports suggest the deal carries an annual value in the mid-double-digit million-euro range.
Zalando’s entry into football sponsorship arrives at a pivotal moment, with Germany preparing for several major sporting milestones, including the FIFA Men’s World Cup 2026 and the 2027–2030 Nike kit cycle. The alliance is expected to play a key role in helping the DFB reach younger, digitally native audiences while reinforcing Zalando’s growing footprint in the sports-lifestyle sector.
To mark the partnership’s launch, Zalando has released a new campaign created with Jung von Matt that celebrates the intersection of sport, style, and culture. The latest DFB home kit and fan merchandise are now available on Zalando’s platform, offering supporters a seamless connection between fandom and fashion.
The collaboration highlights a broader industry trend in which lifestyle and fashion brands deepen their ties with global sport, reflecting the cultural power of football as both a game and a stage for self-expression.
