Zalando and DFB Announce Five-Year Partnership
On November 6, 2025, Zalando, Europe’s leading fashion and lifestyle platform, revealed a strategic five-year partnership with the German Football Association (DFB). This collaboration positions Zalando as a main partner of the DFB's Men's, Women's, and Youth teams through 2030.
About DFB and Zalando’s Collaboration
DFB, boasting over 8 million members, is the largest national sports association worldwide. By integrating the Zalando brand within the world of DFB and football culture, the partnership aims to engage football fans and style-conscious customers alike. This alliance strengthens Zalando’s role as a lifestyle destination at the crossroads of sport and fashion.
Partnership Highlights
- Zalando receives exclusive marketing and activation rights related to DFB’s teams.
- The collaboration targets both new and existing Zalando customers by blending football enthusiasm with fashion.
- A dedicated campaign will launch the partnership, emphasizing that football represents not only the sport but also style and attitude.
Football is about more than just the game; it's about style and attitude, and how owning that style with confidence creates icons beyond the pitch.
Strategic Impact
This partnership marks a significant milestone in Zalando’s strategy to broaden its presence as a lifestyle brand, offering fresh opportunities to connect with football fans in Germany and beyond.
Author’s summary: Zalando’s new five-year deal with the DFB integrates fashion and football, reinforcing its ambition to lead as a sport-fashion lifestyle destination in Europe.
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