Germany

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.

Through 2019 and 2020, Volkswagen leveraged its football partnerships – led by its official mobility partnership with the Deutscher Fußball-Bund (DFB) – through a centralised European content hub called ‘We Drive Football’.

Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €392.6m ($472.6m) in the 2020-21 season. Of

In summer 2016, for Under Armour’s first St. Pauli kit, supplier and club worked with agency Nordpol on a campaign that spanned social, PR and at-stadium strands and was led by an online film focused on a redesigned players tunnel.

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.

Bochum and Nike’s campaign promoting the club's 2020-21 jersey led to tripling the previous season’s shirt sales and generating record revenue even without fans in the stadium or the physical club shop.

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.

Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.

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.

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.

Bike manufacturer Specialized announced its official partnership with Bundesliga club RB Leipzig in August 2020 with an integrated campaign that spanned online video, player and product image assets, social content, PR and in-stadium branding.

Through July 2020, Umbro rolled out ‘Rhombus for Life’, its launch campaign for the 2020-21 season Werder Bremen third kit, which revolved around the team’s famous rhombus/diamond logo.

Commerzbank activated its German women’s national team rights with deliberately provocative creative around the women’s world cup from May to July 2019.

A tongue-in-cheek activation from FC Köln’s official insurance partner, the selfie scarf allowed fans to support the promotion-chasing team in person and online simultaneously.

In 2016, Emirates leveraged its Hamburg shirt sponsorship with an on-pitch ‘safety demonstration’ that became a social media video phenomenon.

As part of Bundesliga champions Bayern Munich’s 120th anniversary celebration in February 2020, the club invited fans to vote for the most emotional moment in its history through an initiative run in harness with new partner Google.