DFB in Klarna tie-up ahead of hosting Euro 2024

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Klarna, the online payment services firm, has struck a deal to become a commercial partner of the men’s German national soccer team.

Through a deal running until 2026 at the earliest, Klarna will receive advertising rights across the men’s national side, while its branding will also be visible on advertising hoardings during their matches.

The tie-up encompasses the UEFA European Championships national team tournament taking place in Germany between June 14 and July 14, for which the host nation qualified automatically.

Holger Blask, the DFB’s managing director of sales and marketing, has commented: “Klarna is a global player with its roots in Europe and is well-known for its innovative technologies and security in online transactions. We look forward to a dynamic partnership with a rapidly growing tech company.”

Dominic Hoffmann, head of northern and central Europe at Klarna, added: “We are proud to be an official partner of the DFB and the national team and to be able to showcase our brand on such a big stage.”

The DFB’s other premium partners include adidas, Bwin, Coca-Cola, Commerzbank, Deutsche Post, Lufthansa, Samsung, SAP, and Volkswagen.

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It has been recently reported that a renewal between the DFB and Volkswagen will be formally signed at a DFB meeting tomorrow (May 15).

In March, the governing body opted for a seismic shift in terms of its next kit supplier, unveiling a deal with US giants Nike for the 2027-34 cycle.

Nike will take over from Adidas, the German brand with which the DFB had a relationship – one of the most renowned technical deals in sport – stretching back to the 1950’s.

The annual value of the Nike-DFB deal will reportedly be at least €100 million ($108.1 million).




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