Germany/DFB: Klarna (payment solutions) extends its partnership to the women's national team

Klarna, a Swedish fintech company specialised in payment solutions, has extending its agreement with the Deutscher Fussball Bund and become an official partner (2^nd level) of the women's national team, announced the body on 18/02/2025.

The initial agreement, signed on 14/05/2024 for the 2024-2026 cycle, only covered the German men's team. The extended rights will now allow the brand to display its logo at the women's team's international matches and training sessions, "in particular via signage, digital displays and campaigns on social media," according to the DFB. The two partners will also be rolling out "dedicated marketing initiatives" in the run-up to the Women's Euro 2025.

Two other DFB sponsors have recently extended their agreements to include the women's national team: telecommunications operator Deutsche Telekom (until 2026) and American beverage manufacturer The Coca-Cola Company (until 2030, €2m a year).

Four of the DFB's partners are also exclusively committed to the women's national team: smartphone brand Google Pixel (also title sponsor of the Google Pixel…