Rewe ends advertising partnership with DFB
Rewe has ended its advertising partnership with the German Football Association (DFB) with immediate effect. According to CEO Lionel Souque, the reason is Fifa’s decision against the so-called one-love bandage, which the DFB wants to support for fear of sanctions.
The Cologne retail group Rewe has ended its partnership with the DFB with immediate effect. The company shared this in one official statement With. The reason for the withdrawal is therefore Fifa’s decision against the so-called one-love armband.
One Love: Rewe ends cooperation with the DFB
World football’s governing body has previously threatened sanctions if players wear the One Love captain’s armband at the 2022 World Cup in Qatar. Thereupon explained the DFBthat, despite all the frustration, one wanted to follow the decision. Since then, the German Football Association has faced massive criticism.
Meanwhile, Rewe announced that the company wanted to distance itself “very clearly from the position of FIFA”. Therefore, the retail group suspended the contract with the DFB and wanted to waive its advertising rights. CEO Lionel Souque said:
We stand for diversity – and football is diversity too. We live this attitude and we defend this attitude – even against possible resistance. FIFA’s scandalous stance is totally unacceptable to me as the CEO of a diverse company and as a football fan.
Boycott of the 2022 World Cup in Qatar
Rewe also informed the DFB in October that the company did not want to continue the long-standing partnership. According to the statement, the 2022 World Cup in Qatar initially played no role. After the current decision by Fifa and the statements by Fifa President Gianna Infantino, Rewe was forced to distance itself immediately.
The company has also already informed the DFB of its decision. Nevertheless, the Rewe Group wished the German national team every success. “We stand by your side and root for you,” says Souque. The company also wants to give away its current collection album for the World Cup free of charge with immediate effect.
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