German Bundesliga
Bundesliga shows recovery signs but revenues down €326m on pre-Covid levels
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…
UK High Court rules Supponor infringed AIM Sport’s virtual advertising patents
The UK High Court of Justice has found that London-based virtual advertising provider Supponor has infringed the patent of Swiss provider AIM Sport, with the company claiming the ruling could also leave…
Sixth Street ‘enters talks’ over new DFL commercial subsidiary
US-based investment firm Sixth Street Partners is reportedly among the firms preparing a bid for a share of the Bundesliga broadcast and commercial rights business as the German Football League (DFL),…
Closer than ever before – Audi and FC Bayern Munich
In November 2022, an Audi employee experience activation celebrated its 20-year partnership with FC Bayern Munich via an internal competition that saw 30 Audi workers selected to drive the latest all-electric…
Mainz extends record shirt sponsorship deal with Profine
German Bundesliga club Mainz 05 has further extended its deal with shirt sponsor Profine, a windows and doors manufacturer, with the pact already representing the longest-running association with a main…
Coinbase expands relationship with Borussia Dortmund until end of season
Cryptocurrency platform Coinbase has become a Premium Partner of Bundesliga club Borussia Dortmund in a deal brokered for the club by the Sportfive agency
Augsburg reshapes marketing strategy in renewed Sportfive deal
FC Augsburg has extended its relationship with the Sportfive agency by two years through to June 30, 2026, with the German Bundesliga club using the extension to reorganise its commercial department
Mizuno adds Augsburg to Bundesliga portfolio
Japanese sportswear and equipment company Mizuno has furthered its presence in football’s German Bundesliga by agreeing a new kit supply deal with FC Augsburg.
Bayer Leverkusen signs Strikerz Inc. as gaming sponsor
German football club Bayer 04 Leverkusen has announced a new sponsorship deal with online gaming brand Strikerz Inc.
Strikerz Inc
Borussia Dortmund ‘legends’ to visit Vietnam as part of Next Media tie-up
German Bundesliga club Borussia Dortmund (BVB) is to send a team of former players on a three-day tour of Vietnam as part of a promotional trip organised by the league’s media rights-holder in the country, N…
Competitors clash as virtual advertising looks set for leap from experiment to ubiquity
Aim Sport and Supponor in bitter legal dispute with millions at stake
Switch to software-based service should remove gremlins plaguing digital replacement technology
Digital gaming platform Sorare adds Borussia Dortmund to portfolio
Fantasy sports game Sorare has become a third-tier premium partner of Bundesliga club Borussia Dortmund in a long-term contract
Wolfsburg signs with Supponor for virtual ads, uniqFEED markets new edition
German Bundesliga club VfL Wolfsburg has entered into a “long-term strategic partnership” with virtual advertising technology provider Supponor.
Bayern extends with Deutsche Telekom, Dortmund signs AIMS to regional deal
FC Bayern Munich has confirmed the early extension of its main shirt deal with Deutsche Telekom by five years to 2027
Bayern on track for ‘€200m’ Telekom extension
German Bundesliga club Bayern Munich is reportedly close to signing a €200m ($206m) contract extension with main shirt sponsor Deutsche Telekom.
Bayern signs up Adobe to ‘digital transformation’ sponsorship
German Bundesliga champions Bayern Munich have signed a major, multi-year sponsorship deal with software company Adobe
RB Leipzig agrees sleeve deal with AOC, Babista upgrades at Freiburg
German real estate developer AOC has become the shirt sleeve sponsor for Bundesliga club RB Leipzig (RBL), while men’s fashion brand Babista has upgraded to a similar deal at SC Freiburg.
Dortmund continues deal spree with Workday signing as Premium Partner
Workday, a provider of enterprise cloud applications for finance and human resources, has signed as a Premium Partner of Bundesliga club Borussia Dortmund