Fashion and lifestyle brand Zalando has partnered with German soccer's DFB national federation in a five-year deal.
Through a tie-up unveiled today, Zalando becomes a main partner of the German national men's, women's, and youth teams until 2030.
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The agreement entails Zalando's logo being featured on the pre-match and training kits for the aforementioned trio of sides, while marketing rights such as "significant stadium LED board visibility," media backdrop branding, and a substantial social media presence, are also included.
In addition, Zalando will stage an in-camp studio with the German national teams during major tournaments, in order to create exclusive content for Zalando customers. There will also be exclusive access for raffles given to Zalando Plus customers in Germany.
Holger Blask, chair of the DFB management board, has said: "We are delighted to welcome Zalando as a new, strong, and simply ideal main partner by our side. As a leading international e-commerce and fashion company rooted in Germany, Zalando represents creativity, diversity, and a forward-looking approach."
In late October, the DFB announced an extension with Google Pixel.
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By GlobalDataThe deal between those two parties, originally struck in 2023 and meant to run until 2026, now extends through 2029, via an early renewal.
Through the new deal, the official team photo for the women's national German side, as well as each individual portrait for the members of the team, and the staff, will be taken through a Google Pixel smartphone.
James Rothwell, Zalando's senior vice president of marketing, added: "Sport is a major focus for Zalando, and we have seen significant growth of sports audiences and brands on our platform. Through this partnership, we are excited to insert our brand into the most passionate, engaged cultural conversation in Germany, connect fans with incredible content, assortment and experiences, and to create access to special moments for fans."
