With more than 8 million members, the DFB is the world’s largest national sports federation. Anchoring the brand in the DFB universe and football culture, this partnership will resonate with football and style fans among new and existing Zalando customers and cement its position at the intersection of sport and fashion. This is a major milestone for Zalando’s strategic goal of further expanding as a lifestyle destination.
The extensive partnership with the DFB provides Zalando with a wide range of exclusive marketing and activation rights, creating exciting opportunities for football fans in Germany and beyond to engage with Zalando. Key elements include:
Zalando has signed a five-year partnership with the German Football Association, becoming the main partner across the men’s, women’s and youth teams. The deal includes branding on training and pre-match kits, major media visibility and special fan activations. Zalando will use this collaboration to bridge sport and style, drive loyalty benefits and create new football-inspired campaigns and content.
- key branding: The Zalando logo will be displayed on all pre-match and training kits for the DFB’s men’s, women’s and youth teams.
- extensive media presence:The partnership includes a full suite of marketing rights, such as significant stadium LED board visibility, cam carpets, media backdrop branding and a strong integrated social media presence.
- special activities: Zalando will host a unique, in-camp studio during all major tournaments, creating exclusive behind-the-scenes content for Zalando customers. Zalando Plus customers in Germany will get exclusive access to raffles of tickets and gear.
The partnership has been launched through a dedicated campaign that showcases that football is more than just a game; It’s about style and attitude, and owning that style with confidence creates icons beyond the pitch. The campaign references DFB legends and their memorable looks and performances, including Franz Beckenbauer’s famous collars and Berti Vogts’ oversized fits – proof that style has always been integral to success.
The campaign takes a look not only at the fashion legacy of past decades, but also at new age style makers and star players such as Florian Wirtz, Joshua Kimmich and Kareem Adeyemi.
James Rothwell, Senior Vice President Marketing at Zalando, says: “Football and fashion have a long history together, and collectively play a major role in German culture. We are delighted to become the main partner of the DFB and build on that legacy. We hope to inspire a new generation of fans to find confidence in their style on and off the field. Sport is a key focus for Zalando, and we have seen significant growth of sports audiences and brands on our platform. Through this partnership, we are able to further our involvement in the most passionate, engaged cultural conversations in Germany. The brand is excited to engage fans with incredible content, assortment and experiences, and look forward to celebrating major sporting events over the next five years with a diverse and passionate football community.”
Holger Blasch, Chairman of the Management Board at DFB GmbH und Co. KG Says: “We are delighted to welcome Zalando as a new, strong and ideal key partner to our side. As a leading international e-commerce and fashion company rooted in Germany, Zalando represents creativity, diversity and a forward-looking vision. Football and the DFB are more than just sport – they are an expression of community and emotional connection. With Zalando, we aim to set new standards – connecting sport, lifestyle and fashion with digital culture. This partnership builds on tradition and tradition. A perfect blend of innovation, emotion and style.”
Zalando will leverage the partnership by enhancing its loyalty experience. A special “Plus Zone” launches for Zalando Plus customers in Germany, integrated within the sports landing page and serving as the central hub for exclusive raffles and partnerships starting today. Plus members can enter to win tickets to the Germany vs Slovakia match in Leipzig (applications open from 6-10 November). In addition, 5 jerseys of the new World Cup kit signed by the entire team will be offered in a special raffle (applications are open from 11-18 November). The Plus Zone will be constantly updated with special opportunities to join in the football excitement.
More exciting elements of the partnership will be revealed in 2026.
The partnership underlines Zalando’s ambition to further expand as a lifestyle destination, moving beyond a general offering to deliver a curated, high-performance experience. Over the past few years, Zalando has significantly expanded its expertise in key areas such as football, racing and cycling, incorporating technical assortments, unveiling dedicated onsite experiences for customers for different sport types and authentically embedding the Zalando brand in sporting culture through supporting major sporting events in Europe.
Note: The headline, insight and image in this press release may have been refined by Fibre2Fashion staff; Rest of the content remains unchanged.
Fiber2Fashion News Desk (RM)
