German soccer's DFB governing body has brought in the Marc O’Polo Scandinavian clothing brand as a new commercial partner, whilst also extending its sponsorship deal with soft drinks giant Coca-Cola.
The Marc O’Polo tie-up is a multi-year deal that will see the brand outfit players from the DFB’s senior and under-21 national teams, coaching staff and other DFB representatives. The firm has become the DFB’s official fashion partner covering its men’s and women's sides.
Go deeper with GlobalData
The deal will run through tournaments such as the UEFA Women's European Championships in mid-2025 (to be held in neighboring Switzerland), the men's Under-21 Euros later this year, and the 2026 men’s FIFA World Cup.
The Coca-Cola agreement, meanwhile, is a five-year extension through 2030. The heavyweight drinks brand has been a partner of the German men's national team since 1981, with this deal also expanding the partnership to cover the women’s and under-21 sides.
The Women's Euro in Switzerland later this year will also mark the start of that expanded deal.
The previous Coca-Cola agreement with the DFB has been valued by GlobalData Sport at $3.75 million annually.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataHolger 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."
On his brand's deal, 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 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, one of the most prominent European sides predicted to make an impact at the tournament.
The DFB’s other premium partners include Volkswagen, Adidas, Continental Tire, Strauss, and Interwetten.
Coca-Cola, in terms of its other prominent tie-ups across soccer, also has a long-standing deal in place with global governing body FIFA.
