The Turkish Football Federation (TFF) has announced a new long-term partnership with German retail and distribution company 11teamsports.

The four-year merchandising tie-up focuses on mainland Europe, with 11teamsports to distribute TFF products based around the Turkish national team across Europe through 2028.

11teamsports will provide an “end-to-end” supply solution for the TFF to ensure more seamless delivery and product proliferation across the continent.

The TFF’s in-house official fan store is integrated into the 11teamsports e-commerce platform, and the distributor will operate a dedicated TFF e-store from May 2024 through to the start of the European Championships on June 14.

The partnership will be focused on major mainland European markets such as Germany, the Netherlands, France, and Austria, all of which boast substantial diaspora Turkish populations.

Germany alone recorded over 1.4 million Turkish nationals and over 2.8 million people with a Turkish ethnic background in its 2022 census.

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The 2024 UEFA European Championships are to be hosted in Germany, and with Turkey having qualified for the event, 11teamsport will set up on-site sales locations in Dortmund and Hamburg, both of which will host Turkey matches during the competition, to capitalize on potential sales around the country's games.

Turkey’s pre-tournament friendly today against Austria in Vienna, another city with a sizeable Turkish diaspora population, will also see an in-person sales site organized by 11teamsports.

The TFF is the latest in several high-profile soccer partners secured by the 11teamsports.

The firm is the official name and number partner of German soccer’s DFB governing body, a partnership that also includes the body’s kit partner adidas.

At club level, 11teamsports has partnerships with teams across Europe, primarily in German-speaking countries, including top-tier German side VFB Stuttgart, Austrian giants Rapid Vienna, and Swiss soccer’s St Gallen.