German Bundesliga

Football

Amazon Web Services has agreed an extension to its sponsorship agreement with the German Football League (DFL) that places a new emphasis on the company’s artificial intelligence technology.
Football

Total revenue in the top two divisions of German football broke the €5bn ($5.4bn) barrier for the first time in the 2022-23 season, with almost two-thirds of all clubs now operating in the black following the long-running impact of the pandemic.
Football

Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Football

Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.
Football

The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
Football

BitPanda is seeking to set itself apart in the crypto sector through its new second-tier sponsorship of German football giant Bayern Munich, by some distance the largest club-level cryptocurrency deal to date in the German Bundesliga.
Football

SportBusiness Sponsorship's 2024 European Leagues Data Snapshot examines the sponsorship portfolios of Europe's top four professional football leagues.
Football

The German Football League (DFL) and Germany’s Federal Cartel Office have ruled that Porsche will be able to take a 10.4-per-cent stake in Bundesliga club VfB Stuttgart.
Football

EA Sports has agreed to a two-year extension to its long-standing sponsorship and licensing agreement covering the German Bundesliga and 2. Bundesliga, meaning the deal will now run to at least 2027.
Football

Bayern Munich has engaged the cryptocurrency market for a new sponsorship deal with trading platform Bitpanda
Football

The German Football League (DFL) has been given the green light to re-enter talks with potential investors, after the smallest possible majority of Bundesliga and 2
Football

Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?
Football

Rwanda is continuing to back its strategy of using sports sponsorship as a tool to boost tourism and investment from Europe after agreeing another top-flight football deal, this time with Bayern Munich.
Football

Asian-facing betting operator 6686 has added Bundesliga club VfL Wolfsburg to its bulging football sponsorship portfolio
Football

Paramount+ has become the new main sponsor of German Bundesliga club Union Berlin as it continues to use European club football to promote its streaming service across the continent
Football

Bundesliga club Borussia Dortmund has struck an early extension to its partnership with the Sportfive agency, stating that the US will be a target territory for its international marketing efforts in the…
Football

German Pharmaceutical manufacturer Ursapharm has extended its sponsorship of Bayern Munich for another three years, from 2023-24 to 2025-26
Football

The total revenue of German professional football has increased for the first time since the outbreak of Covid-19, with the second-tier Bundesliga 2 setting a new benchmark for the 2021-22 season, but…