Germany: Google (technology) expands DFB collaboration to sponsor the men’s national team from 2026

The American technology services company Google has expanded its collaboration with the Deutscher Fussball Bund to become an official sponsor of the German men's national team from 2026, the DFB announced on 28/04/2026.

The American group has been an official partner of the women's national team since 2023 via its Google Pixel smartphone brand, under an agreement extended to 2029 on 22/10/2025. As part of a separate contract with the DFB, Google Pixel also holds the naming rights to the German women's top flight (Google Pixel Frauen-Bundesliga) for four seasons (2023-2027).

This new partnership with the German men’s team will be activated through a brand campaign running on television, on outdoor billboards and across the digital platforms of both organisations from 01/06, 10 days before the kick-off of the 2026 World Cup. This campaign "will target German fans and their keen interest in the men’s national team," the DFB said, pointing out that searches for the German team on Google "almost doubled last month (+90%)."

"In collaboration with Google, we aim in particular to enhance the…