Celebrity partner
DFB bags next million dollar deal
November 6, 2025 – 11:06 a.mReading time: 1 min.
Zalando joins the DFB – and invests heavily. What the deal means for the association, fans and national teams.
The DFB has concluded another highly lucrative sponsorship deal: Zalando is now one of the association’s most important partners. The cooperation with the e-commerce platform for fashion and lifestyle will initially run until 2030. The DFB announced this on Thursday.
According to “Kicker”, the strategic partnership is expected to bring the association a mid-double-digit million sum annually. The DFB is thus continuing its path of economic consolidation.
The deal stipulates that the Zalando logo will appear on the training shirts of the DFB national teams in the future. LED boards and joint social media campaigns are also part of the scope of the partnership. In addition, Zalando will offer its customers exclusive access to ticket raffles and fan merchandise. The new DFB home jersey and the complete collection are also available via the platform.
In the past few months, the DFB has already announced several major partnerships – including the change of supplier from Adidas to Nike from 2027, a cooperation with Google for the women’s Bundesliga and agreements with Klarna and Tiktok.