The German Football Association (DFB) has partnered with payment service provider Klarna in a deal that will last until 2026.

Under the agreement, Klarna will gain advertising rights for the men’s national team and its branding will be visible on advertising hoardings at future international matches. The partnership will include this summer’s European Championship, which will be played in Germany. 

In addition, the multi-year deal will also include the two pre-tournament friendly matches against Ukraine (3 June) in Nuremberg and against Greece (7 June) in Mönchengladbach.

Dr Holger Blask, Managing Director of Sales and Marketing at DFB GmbH & Co. KG, said: “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 as a partner of the men’s national team.”

Founded in 2005, the bank works with over 550,000 merchants and has been used by more than 150 million customers in 45 countries, which it will be looking to boost further through the commercial opportunities that the Euros provides.

Dominic Hoffmann, Head of Northern and Central Europe at Klarna, added: “The DFB is the largest sports federation in the world, and the national team is the focus of the entire country – and not just for this summer. 

“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. At Klarna, we want to make the way people shop and pay easier and more seamless, and our aim is to change society through innovation. Likewise, the DFB is committed to taking innovative approaches to football. 

“We look forward to moving into the future together with the DFB and we will be launching our first joint ventures as early as this summer’s European Championships.”

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