Zalando has announced a five-year premium sponsorship with the Royal Belgian Football Association covering the Red Devils, Red Flames and youth teams. A launch campaign featuring Kevin De Bruyne, Romelu Lukaku, Amadou Onana and Jérémy Doku runs until early June.
Zalando, the Berlin-based technology platform for fashion and lifestyle, has announced a five-year strategic partnership with the Royal Belgian Football Association (RBFA). Under the terms of the agreement, Zalando becomes a top premium partner for Belgium’s men’s (Red Devils), women’s (Red Flames), and youth teams until the end of 2030.
The partnership launches with a dedicated local campaign produced with some of the star players of the men’s team, including Kevin De Bruyne, Romelu Lukaku, Amadou Onana and Jérémy Doku. The campaign features the slogan “The Devil is in all of us,” which directly alludes to the team’s designation as the Belgian Red Devils while celebrating Belgians’ “daredevil” mentality. It also features a remixed version of “Everywhere We Go,” the Belgian supporters’ chant. The marketing campaign will run until early June.
“This collaboration marks a major milestone in Zalando’s evolution as an authentic multi-specialist Sports and lifestyle destination,” explains the e-tailer in a statement. The partnership supports Zalando’s strategic goal of enhancing engagement with local consumers by participating in the country’s key cultural dialogues.
James Rothwell, Senior Vice President Marketing at Zalando, commented: “Football is one of the most influential cultural forces in Europe, and fashion and football have a long history together. This partnership supports our shift toward becoming Europe’s leading Sports & Lifestyle destination. We have seen steady growth of sports audiences and brands on our platform.”
