Zalando is strengthening its presence in football and becoming an official partner of the DFB Cup.
The Berlin online retailer will be the official partner of the DFB Cup for women and men and the Google Pixel Supercup for women for four seasons starting July 1, Zalando announced on Tuesday. This further expands the collaboration with the German Football Association (DFB), which Zalando has been supporting since the end of last year as an advertising partner for the activities of the German women’s, men’s and junior national teams.
“We are very pleased to further expand the partnership with the DFB,” said James Rothwell, Senior Vice President Marketing at Zalando. “Sport is a key strategic driver for us and continues to play a huge role in culture, fashion and entertainment. We want to meet fans where they are, celebrate their teams and share their passion.”
Zalando expands DFB partnership
Similar to the existing collaboration, the retailer will support the national football cup competition of German club teams until 2030 and thus over four seasons. Zalando will be visible through LED perimeter advertising at all games as well as branding on interview boards and cam carpets at the finals. In addition, Zalando will be integrated into the association’s digital channels, including short videos on TikTok, Instagram and YouTube as well as in the live show for the DFB Cup final on the Twitch platform.
Meanwhile, customers and employees have the opportunity to access the extensive ticket quotas and hospitality rights for all rounds up to the final and to help shape the Zalando area in the Football Village in Berlin.
“We are very pleased to be extending the existing main partnership with Zalando to our cup competitions and thus taking the next step together,” said DFB Managing Director Holger Blask. “Zalando plays at the intersection of sport, fashion and culture in a contemporary way and brings exactly the energy to make our cup competitions even more exciting for the next generation of fans.”
The new partnership comes after Zalando announced its collaboration with the Belgian Football Association on Monday. In addition to the German team, the retailer will be visible to another team and its activities in the upcoming World Cup in Canada, Mexico and the USA.
