At the end of 2020, Berlin real estate agent Homeday activated its shirt sponsorship of hometown club Hertha to boost brand awareness throughout Germany.

A pandemic-linked data initiative from Siemens tracked fan heartbeats during Bayern games to showcase the connection between the club and its fans, while raising money to support local businesses.

German football club Schalke 04 has secured a long-term extension with its main sponsor, Gazprom

The German Football League (DFL) has renewed its ball supply sponsorship deal with Derbystar, the Germany-based sporting goods manufacturer, until the end of the 2025-26 season

Payment services brand Mastercard has signed as the new technology partner of Bundesliga club Eintracht Frankfurt and its digital subsidiary EintrachtTech

In 2020-21 – a season likely to play out largely behind closed doors – Europe’s top four football leagues held sponsorship agreements of about €315m ($383m) in contract value.

In early 2019, retailer Intersport activated its partnership with Bundesliga side Hoffenheim through an initiative that auctioned player-worn kit to raise funds for children’s charity SOS-Kinderdorf.

German Bundesliga football club 1. FC Köln has announced the extension of its sleeve sponsorship deal with DEVK, the Cologne-based insurance group.

In October and November 2019, Hoffenheim naming rights partner PreZero ran an eco-focused activation around the club’s home game against Paderborn to deliver the first carbon-neutral Bundesliga match.

At the start of the 2020-21 Bundesliga, FC Union Berlin and technical partner adidas rolled out a family-focused digital campaign to promote the club’s new shirt.

Video game developer Electronic Arts has extended its exclusive match simulation licensing agreement with German football’s Bundesliga in a ‘multi-year’ renewal announced today (Monday). T

Global investment platform eToro has launched 12 new sponsorships across the UK and Germany, as the brand expands its investment in football clubs across Europe

Mondelēz International, the US-based confectionery and snack food company, has become a sponsor of German football’s Bundesliga and second-tier 2. Bundesliga in a multi-year agreement.

Sports betting company Betway has signed a three-year sponsorship agreement with German Bundesliga club Hertha Berlin, starting in 2020-21

An online and in-store led joint campaign from Hypovereinsbank (HVB) and Allianz leveraged their FC Bayern Munich sponsorships to promote their combined insurance/pensions partnership.

Bundesliga club Borussia Dortmund has signed a five-year ‘premium partnership’ with Dortmund-based energy and water supplier Dew21.

Fortuna Düsseldorf and kit supplier Uhlsport launched the team’s 2018-19 season away journey with an augmented reality mobile experience set during the city’s annual fireworks display.