Netto teams up with Germany's women's football for healthy fan engagement
Discount supermarket Netto has announced a new partnership with the German women's national football team. The deal will run from this summer's World Cup in Brazil through to UEFA Women's Euro 2029. As part of the collaboration, Netto will introduce DFB-branded own-label products featuring players from the squad.
The products will appear in stores throughout 2024, focusing on healthy recipes categories that support balanced nutrition. Netto also plans ticket promotions for the team's upcoming matches, starting with the first international game against Slovenia.
Netto's partnership aims to bring fans closer to the team by integrating the players into everyday shopping. The supermarket chain, which operates around 4,400 stores and serves 21.5 million customers weekly, will use its own channels and in-store activations to promote the initiative. The focus will be on nutrition, with products designed to align with a healthy diet.
The company will also have a physical presence at stadiums on match days, alongside regional events for international fixtures. Ticket promotions for the opening game against Slovenia will be available through Netto's app store, social media, radio, outdoor advertising, and in-store displays.
Germany's home schedule includes further matches against Austria in Nuremberg and Norway in Cologne later this year. Netto, which already sponsors Team Germany and SSV Jahn Regensburg, sees this partnership as a way to deepen fan engagement and highlight the role of nutrition in sports performance.
The collaboration will see DFB-branded Netto products released across 2024, though the exact number has not been confirmed. Fans can expect promotions and in-store activations tied to the team's fixtures, starting with the Slovenia match. The partnership extends Netto's existing sports sponsorships while emphasising healthy eating and fan interaction.
