This article contains information regarding the organisations enjoying a strong branding presence across the Germany men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the German Football Association.
Name of the football association: German Football Association (German: Deutscher Fußball-Bund; DFB)
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The German sportswear giant has been the technical partner of the DFB since 1954, when the latter was granted UEFA affiliation. This is one of the longest ongoing partnerships in the game.
Adidas last renewed its deal with the DFB as the official kit supplier for its national teams in September 2018, taking their partnership to at least 2026.
The Wolfsburg-headquartered automaker replaced Mercedes-Benz on the DFB sponsorship portfolio in July 2017, ending the DFB-Mercedes marriage that had existed since 1974. Apart from branding rights, the sponsorship sees Volkswagen supply its fleet of cars to the DFB’s players and staff.
After serving as the main sponsor to 3. Liga, the German third tier, since 2017, Austrian online betting company Bwin extended its sponsorship with the DFB to include its national teams, the DFB-Pokal, the final of the DFB-Pokal Frauen (women’s DFB-Pokal), and the Frauen-Bundesliga (women’s Bundesliga) in January 2019. The deal, currently set to run until the end of 2026, grants Bwin even more branding presence across the DFB’s national teams and domestic competitions.
The American beverages giant has been an official sponsor of the DFB since 1981. The sponsorship sees Coca-Cola’s products made available during all of the DFB’s events as well as its national teams’ international matches.
The Frankfurt-headquartered German bank has been an official sponsor of the DFB’s national teams since 2008. Apart from a strong branding presence, the partnership sees Commerzbank support the national teams, the DFB’s coaching initiatives and also offer several exclusive fan experience opportunities.
The Bonn-headquartered German telecom giant has served as a premium partner to the DFB since 2006. The partnership has seen the two parties work extensively on several grassroots projects across Germany.
The two parties extended their partnership in May 2022, with Deutsche Telekom continuing as a sponsor of the Germany men’s national football team until 2024. The new agreement also dictated that Deutsche Telekom would not only offer exclusive coverage and content from the national team’s training camp, it would also exclusively broadcast the 2022 FIFA Men’s World Cup and the 2024 UEFA Men’s Euros via its streaming service MagentaTV.
The association between Biebergemünd-headquartered German workwear, safety footwear and personal protective equipment retailer Engelbert Strauss and the DFB goes back to 2010. The two last renewed their partnership in March 2022 in a deal set to run until 2026.
As per the terms of the latest agreement between the two parties, Engelbert Strauss sponsors the DFB’s men’s, women’s and U21 national teams as well as the DFB-Pokal and the final of the DFB-Pokal Frauen. The renewed partnership also sees Engelbert Strauss supporting the DFB ePokal.
The Düsseldorf-headquartered group of insurance companies first partnered with the DFB in March 2016 as a sponsor of the DFB-Pokal starting with the 2016-17 season. The two parties later renewed and expanded their partnership in December 2021, with the new agreement having kicked off on January 1, 2022, and set to run until summer 2026.
As per the terms of the latest agreement between the two parties, ERGO sponsors the DFB’s men’s, women’s and U21 national teams as well as the DFB Academy while also sponsoring the DFB-Pokal and the final of the DFB-Pokal Frauen along with supporting amateur football across the country. ERGO also serves as the title sponsor to the DFB-ePokal, which is thusly known as “DFB-ePokal powered by ERGO”.
The German analytics database management software company was announced as an official partner of the DFB in October 2020. The partnership allows the DFB to take advantage of Exasol’s analytics-infused database solutions.
The Würzburg, Bavaria-headquartered German printing and marketing services provider has been one of the biggest supporters of women’s football in Germany for quite a while. A dedicated sponsor of the Germany women’s national football team since 2013, Flyeralarm renewed its partnership with the DFB to also support the women’s national youth football squads—age groups U15 to U20—along with continued support for the senior women’s team in June 2015.
In May 2019, another agreement between the DFB and Flyeralarm was announced, which stated that the latter would serve as the title sponsor to the women’s Bundesliga—thusly called the Flyeralarm Frauen-Bundesliga—in a deal covering seasons 2019-20 to 2022-23.
The Steinhagen-based German manufacturer of doors, garages, door frames and gates has been a DFB partner since 1995. The two parties last renewed their partnership in September 2022 in a deal set to run until summer 2026.
As per the terms of the latest agreement between the two parties, Hörmann not only holds branding rights across DFB assets but also supplies doors and gates for all DFB buildings.
The Cologne-headquartered German airline has been the Official Airline Partner of the DFB since 2005. Under the terms of the partnership, Lufthansa flies the DFB players and staff to and from their international duties.
The two parties last extended their partnership in April 2019. The current deal is set to run until the end of 2022.
The Cologne-headquartered German supermarket chain has been an official partner of the DFB since 2008. As per the agreement, the two parties have worked together to promote the importance of healthy nutrition in daily dietary intakes. Rewe’s current deal with the DFB lasts until 2022.
The Mönchengladbach-headquartered German fashion house serves as the fashion partner of the DFB since March 2021. The deal sees the company provide bespoke formalwear for Germany’s senior men’s and women’s national sides, the U21s as well as the non-playing staff.
The deal between the two parties is currently set to run until the end of 2024.
The German telephone directory has been the official partner of all DFB-appointed referees operating in Germany since July 2021.
The partnership is focused on celebrating the referees and raising awareness regarding their importance to football at levels both professional and amateur. The two parties not only hand out a “Referee of the Year” award, they also work together on the Danke Schiri (“Thank you, Referee”) campaign, which is focused on recognising the work of referees operating in amateur football in the country.
As part of the branding rights dictated by the agreement between the two parties, Das Örtliche’s logo features on the matchday, pregame warm-up and training uniforms of the main and assistant referees as well as the fourth officials. This is covered across the following competitions: 1. Bundesliga, 2. Bundesliga, DFB-Pokal, DFB-Pokal Frauen Final and Flyeralarm Frauen-Bundesliga.