E-commerce platform Zalando has become the new main partner of the German Football Association (DFB), strengthening the bridge between fashion, lifestyle and football culture. The collaboration highlights sport’s growing influence in the sporting goods market.
The sponsorship begins in November 2025 and covers both the men’s and the women’s national teams as well as grassroots football initiatives. It is part of Zalando’s strategy to position itself at the intersection of fashion, lifestyle and sport culture, a trend increasingly shaping Europe’s apparel market. For the DFB, it reflects a shift beyond traditional sports sponsors and towards diverse, lifestyle-oriented partnerships.
What’s included
Under the multi-year agreement, Zalando will develop fashion and lifestyle activations around national team matches, provide wardrobe and style support for DFB players and staff, and create digital storytelling formats highlighting football’s cultural relevance.
What they said
James Rothwell, Senior Vice President Marketing at Zalando, says: “Football and fashion share a long history deeply rooted in German culture. We are delighted to continue this tradition as one of the DFB’s main partners. We want to inspire a new generation of fans to embrace their own style confidently – on the pitch as well as in everyday life.” Dr. Holger Blask, CEO of DFB GmbH & Co. KG, adds: “Together with Zalando, we want to set new impulses – in the connection between sport, lifestyle and fashion as well as digital culture. This partnership shows how well tradition and innovation, emotion and style harmonise with one another.”
The big picture
The deal aligns with Zalando’s recent strategic partnerships with cultural and creative institutions and follows similar moves by Nike, Adidas and Puma to expand into the fashion-football-lifestyle crossover. It also reflects a wider trend of e-commerce players entering the sports marketing ecosystem, leveraging football’s cultural capital to build emotional connection and reach younger audiences.
Industry context
Zalando joins a growing list of fashion, retail and lifestyle brands engaging with football’s global reach. Amazon Fashion’s collaboration with UEFA Women’s Euro 2025 is a recent example. Football is evolving into a cultural and lifestyle platform, influencing everything from athleisure retail to brand storytelling.
