“A visible sign”
Surprise: DFB presents new logo
Updated on November 8, 2025 – 10:57 amReading time: 1 min.
The association wants to look forward after turbulent years in the Bundestag. A new brand identity should stand for modernity and strategic development.
The German Football Association (DFB) is presenting itself at its Bundestag this Friday Frankfurt/Main with a new logo. The DFB announced that in the year of its 125th anniversary there will be a renewed brand identity.
At the center is a modernized logo that symbolically takes up the three central pillars of the association’s work: organization, society and sport, it said.
“With the renewal of its umbrella brand, the German Football Association is sending a visible signal for its strategic further development,” said Holger Blask, CEO of DFB GmbH & Co. KG, according to the statement.
In addition, Zalando is now the main partner of the DFB. The new collaboration with the German online retailer will initially run until 2030. In the future, Zalando advertising will be visible on the LED boards at the national team’s games, and the logo will be on all warm-up and training shirts.