January 1 – The German Football Association (DFB) has unveiled a new multi-year partnership with Scandinavian clothing brand Marc O’Polo, naming it the official fashion partner for its men’s and women’s senior and under-21 national teams.
As part of the deal, Marc O’Polo will outfit players, coaching staff, and other DFB representatives.
The partnership will extend through several major tournaments, including the UEFA Women’s European Championships in 2025 (hosted by neighbouring Switzerland), the UEFA Under-21 European Championship later this year, and the crown jewel: the 2026 FIFA Men’s World Cup.
Marc O’Polo chief executive Maximilian Böck said: “The partnership with the DFB is an essential part of our growth strategy in the menswear sector and will contribute significantly to the global relevance of our brand through the international visibility of the national team.”
In a busy week for the DFB, it announced it was also extending its sponsorship deal with soft drinks giant Coca-Cola. The agreement is a five-year extension through 2030, marking almost 50 years since the heavyweight drinks brand first partnered with the German men’s national team in 1981.
The expansion of the deal will see it also apply to the women’s and under-21 sides as well.
The previous Coca-Cola agreement with the DFB has been valued by GlobalData Sport at $3.75 million annually, with the new deal expected to eclipse that figure.
Holger Blask, chair of the DFB’s management board, has commented on the Coca-Cola extension and expansion: “Coca-Cola has been a reliable partner of the DFB and German football for more than four decades. We are particularly proud not only to continue this long-standing collaboration for another five years, but also to develop it further in terms of content. Coca-Cola will now also support the DFB in its ambitious goals in women’s football.”
In terms of DFB commercial activity, mid-December saw the body extend and expand its partnership with the country’s media and telecoms giant Deutsche Telekom.
The extension will run through the 2026 men’s FIFA World Cup, with Deutsche Telekom continuing as a partner of the men’s national team.
The DFB’s other premium partners include Volkswagen, Adidas, Continental Tire, Strauss, and Interwetten.
Contact the writer of this story, Harry Ewing, at moc.l1736906422labto1736906422ofdlr1736906422owedi1736906422sni@g1736906422niwe.1736906422yrrah1736906422