Klarna joins Germany's national football team

Type: National team sponsorship / Official payments partner
Sport: Football
Announced: May 2024

Klarna has become an official partner of Germany's men's national football team in a deal running through at least 2026. The agreement gives the Swedish fintech extensive advertising rights around the team, including LED visibility during international matches, starting with UEFA Euro 2024 and continuing through the 2026 FIFA World Cup cycle.

• Germany is one of Klarna's largest European markets, making this a brand-building play rather than a transaction-driven partnership. Instead of acquiring customers retailer by retailer, Klarna is associating itself with one of the country's most recognisable sporting brands.
• The timing is equally strategic. The deal spans both UEFA Euro 2024 and the 2026 FIFA World Cup cycle, giving Klarna repeated exposure during football's biggest audience moments and keeping the brand visible over multiple years rather than a single tournament.
• The partnership also reflects a broader sponsorship trend. While many fintechs continue to pursue club partnerships, national team deals offer fewer commercial competitors, broader audience reach, and stronger long-term brand differentiation.

🔗 Source: Football Business Journal announcement