Germany: Zalando (fashion & lifestyle) becomes a main partner of the DFB for five years (2025-2030)

Zalando, a German online retailer specialised in shoes, fashion and beauty products, has become a main partner of the Deutscher Fussball Bund (DFB) and the German national teams (men's, women's & youth) for five seasons (2025-2030), announced the two partners on 06/11/2025.

Zalando thus joins the first level in the DFB's sponsorship hieratchy, alongside adidas (replaced by Nike from 2027) and Volkswagen (car manufacturer). This "strategic agreement", which will focus on "fashion and lifestyle", is the first major sports partnership signed by the group listed on the Frankfurt Stock Exchange (GER), which has already been associated with several football ambassadors in 2024: Poland's Robert Lewandowski, Spain's Alexia Putellas and Germany's Ebru Önal.

As part of the agreement, Zalando has obtained exclusive marketing and activation rights, including sponsorship visibility. The Zalando logo will appear on all German national team pre-match and training kit. The partnership also includes marketing rights: visibility on LED signage in German stadiums, on the DFB's media communication…