Football is the new focus for Zalando They became the German Football Federation's new partner
At a crucial moment for the Mannschaft, as they await qualification for the 2026 FIFA World Cup, German football welcomes an exciting new partnership. Zalando, the leading European fashion and lifestyle platform, has signed a five-year partnership agreement with the German Football Association (DFB), becoming a principal partner for the men’s, women’s, and youth national teams. The partnership launches with a dedicated campaign featuring the men’s national team, celebrating the rich history of style in German football.
This collaboration aims to honor football’s iconic past while encouraging fans to express their personal style both on and off the pitch. The partnership strengthens Zalando’s connection with football culture and reaches a broad audience of German and international football fans, marking a key milestone in Zalando’s strategy to become a leading lifestyle destination.
Highlighting legendary DFB players and their unique style signatures, the campaign emphasizes that style has always played a key role in sporting success. Iconic examples include Franz Beckenbauer’s legendary popped collar and the oversized suits of Berti Vogts, illustrating that aesthetics have always been integral to German football. Young talents such as Florian Wirtz, Joshua Kimmich, and Karim Adeyemi represent the next generation of footballers who combine skill on the field with charisma off the field.
Zalando and DFB Partnership Details
The partnership’s visual impact will be immediate and far-reaching. The Zalando logo will feature prominently on all pre-match and training kits for the men’s, women’s, and youth teams. The agreement includes extensive marketing rights designed to maximize brand exposure, including LED stadium boards, “cam carpets” for TV broadcasts, branded interview backdrops, and strong integration across DFB social media channels.
This collaboration supports Zalando’s goal to expand as a lifestyle hub, offering a dedicated, high-quality experience beyond general fashion. In recent years, Zalando has grown its presence in key sports segments such as football, running, and cycling, through specialized product assortments, exclusive in-store experiences, and active integration of the brand into European sports culture via major sporting events.
