22 November 2022

Following Infantino remarks and FIFA decision on “One Love” armbands, REWE ends partnership with German Football Association

Partnership agreement not extended – REWE cancels contract with German Football Association (DFB) with immediate effect and chooses to forgo advertising rights
Reading time: 3 min.

Cologne, 22 November 2022. The REWE Group is committed to diversity and has long been an active football sponsor. To us football means fair play, tolerance, and team spirit – and we continue to place significant value on these qualities”, says REWE Group CEO Lionel Souque. We take a stand for diversity – and football represents diversity too. We firmly believe in this view and will defend it – against any and all objections. For me as the CEO of a diverse company and as a football fan, FIFA’s attitude is outrageous and utterly unacceptable.

REWE communicated to the DFB in October that it would not continue its long-time partnership agreement – a decision it took without regard to the World Cup. Following FIFA’s decisions as well as the remarks by FIFA President Gianni Infantino, however, the company believes it is necessary to clearly distance itself from FIFA’s actions and to forgo its advertising rights under the agreement with the DFB, particularly in the context of the World Cup. The company informed the DFB of its decision today.

REWE expressly wishes the German national team and all of its members much success in the World Cup. We stand with you and we’re cheering you on! says Souque.

The collector’s album currently available at REWE is now available free of charge, with the company bearing the costs. All revenue REWE has so far received for the album will be donated in full after the promotion has ended. The exact donation amounts and the recipients will be communicated at a later date.

About REWE Group

The cooperatively organized REWE Group is one of the leading trade and tourism groups in Germany and Europe. In 2023, the company generated a total external turnover of more than 92 billion euros. Founded in 1927, REWE Group operates with around 390,000 employees in 21 European countries. 

The sales lines include REWE, REWE CENTER and BILLA as well as BILLA PLUS and ADEG supermarkets and consumer stores, the discounter PENNY, IKI, the drugstores BIPA and the toom Baumarkt DIY stores. The company also operates convenience stores REWE To Go and the e-commerce activities REWE Liefer- and Abholservice as well as Zooroyal and Weinfreunde. The Lekkerland Group comprises the wholesale activities of the business group in the area of on-the-go consumption. Under the umbrella of DERTOUR Group, the Travel and Tourism division includes more than 2,100 travel agencies, tour operators as well as hotel brands and online travel portals. 

Ines Schurin
Director Corporate Communications and Company Spokesperson REWE Group