Edeka has been selected as the official nutrition partner for the German Football Association’s (DFB) men’s national football team, effective 1 April 2025.
The partnership will be brought to life through high-profile campaigns, in-store activities, sweepstakes, and exclusive collectible promotions.
Promoting Balanced Nutrition
The partnership seeks to raise awareness about the importance of balanced nutrition in enhancing athletic performance.
Markus Mosa, CEO of Edeka Zentrale Stiftung, said, ”Balanced diet and sport belong together. For this reason, Edeka has been committed holistically in both mass and competitive sports for years.”
Dr Holger Blask, CEO of DFB, stated, ”Edeka and the DFB are united that we each have the highest standards of quality and performance and want to meet our responsibility in the area of sustainability.
”Together we want to enter into a successful partnership in the areas of food and healthy eating in sports in the coming years.”
The partners have planned various promotional measures, including collectible campaigns during World Cup and European Championship events.
Edeka describes itself as a longstanding supporter of athletics, with national partnerships including premium sponsorship of Team Germany for the Olympic Games.
The collaboration with the men’s national football team builds upon the company’s existing initiatives in youth, amateur, and professional football.
What Is DFB
The DFB is the governing body of football in Germany, representing approximately seven million members.
It oversees the organisation of championships, competitions, and grassroots initiatives while promoting fair play and social responsibility.
Since 2022, DFB has managed the commercial and digital activities of the association, covering national teams, the third league, women’s leagues, and the DFB-Pokal.
Overview Of Edeka
Edeka is a cooperative retail network with over 11,050 stores and employs approximately 410,700 people.
Its decentralised structure allows for regional customisation while being supported by national strategies coordinated through its Hamburg headquarters.
Edeka’s network includes the Netto Marken-Discount chain, online partnerships with Picnic, and wholesale services through Edeka Foodservice.
In 2023, Edeka achieved a turnover of €70.7 billion.
