The European League of Football (ELF) is starting the new year with great news. Those responsible for the "Champions League" of European football have agreed on an extensive cooperation with DefShop, which will benefit not only the two partners, but also all fans of the league. From now on, ELF fan wear will be sold by DefShop, one of Europe's largest online stores for streetwear and hip-hop clothing. The Berlin-based company is also an official ELF partner and will develop innovative content formats with the league and its teams, among other things. The contract initially runs until 2026.

"Quantum leap in e-commerce"

"The collaboration with DefShop represents another milestone in the development of the European League of Football, and it fills us with great pride that a leading European multichannel platform with international production facilities is joining our league as a strong partner. For the ELF, this means a quantum leap in e-commerce as well as in the marketing and distribution of our fan wear. We will be able to respond even more flexibly and quickly to requests from our fans," says Zeljko Karajica, Managing Director of the European League of Football.

A perfect fit

"Since its foundation in 2006, DefShop has been involved in the birth of hip-hop in Germany and Europe and is deeply rooted in street culture. I am delighted that we are able to tap into another target group through our partnership with the European League of Football. What applies to streetwear and hip-hop will also apply to this great, popular sport. With our passion for streetwear, we will also do justice to the culture surrounding American football," says Dr. Franco Lucá, Managing Director of DefShop GmbH.

DefShop is a unique street culture powerhouse and authorized retailer of top international brands such as Adidas, Nike, Converse, The North Face and premium brands such as Off-White, Balenciaga and Heron Preston, as well as producing popular own brands such as DEF, DNGRS and Thug Life. DefShop's range is constantly growing and includes more than 22,500 items from around 270 brands. Now, fan wear of the European League of Football has been added.

The fourth season of the European League of Football begins in May 2024. It will feature 17 teams from nine nations, including Berlin Thunder, Rhein Fire, Frankfurt Galaxy, Hamburg Sea Devils, Cologne Centurions, Stuttgart Surge, Munich Ravens (all Germany), Paris Musketeers (France), Milano Seamen (Italy), Raiders Tirol, Vienna Vikings (both Austria), Panthers Wrocław (Poland), Madrid Bravos, Barcelona Dragons (both Spain), Prague Lions (Czech Republic), Helvetic Guards (Switzerland) and the Fehérvár Enthroners (Hungary). The Championship Game will take place on September 22nd in the VELTINS-Arena of FC Schalke 04 in Gelsenkirchen.