Germany
Interwetten doubles up Bundesliga club partnerships, adds Sporting Gijón in Spain
Deutsche Post diverts Schalke’s shirt sleeve rights to DHL
European Football Sponsorship Report 2018-19: Overview
European Football Sponsorship Report 2018-19: Bundesliga
McDonald’s quits German football sponsorship, refocuses on esports
Falken ups investment in club partnerships and media buys
Borussia Dortmund – football’s ultimate challenger brand
Tipico keeps Bwin at bay with Bundesliga International deal
Bundesliga International, a subsidiary of the German Football League, and bookmaker Tipico have signed the first partnership between the league and a private betting company.
Santander Germany: At home with Mönchengladbach partnership
Santander reinvests in resurgent Mönchengladbach
The German subsidiary of Spanish banking group Banco Santander has renewed its second-tier partnership with resurgent Bundesliga club Borussia Mönchengladbach in a five-year deal from 2017-18 to 2021-22.
Deutsche Telekom: Emphasis on brand image and showcasing services
Sponsorship of international federations and national governing bodies
For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.
Toyota picks European market giants for NOC deals
Japanese carmaker Toyota last month added major National Olympic Committee (NOC) sponsorship properties in support of its record-breaking Olympic Global Partner agreement.
Letter from SpoBis: German brands think local and national
Hoffenheim joins Gladbach in support of Digibet relaunch
Online betting brand Digibet has relaunched in the European market with sponsorships of two German 1. Bundesliga clubs, Borussia Mönchengladbach and TSG 1899 Hoffenheim.
German firms sign up for Worlds ahead of ITTF revamp
ING-DiBa extends DBB deal in post-Nowitzki era
German banking group ING-DiBa has renewed as the main sponsor of Germany’s national basketball and national wheelchair basketball teams at roughly the same fee as the previous deal, despite the retirement of the brand’s long-term brand ambassador, Dirk Nowitzki, from international basketball at the start of this year.
Covestro puts brand on ice with German league deal
DFB bets on market growth with shorter adidas deal
The Deutscher Fussball Bund, the German football federation, said this week that it had taken a gamble in only extending its kit sponsorship deal with adidas by four years.
DOSB misses out on gold from 2013-16 sponsor cycle
The German Olympic Committee (DOSB) has increased the value of its sponsorship portfolio for the 2013-16 cycle, but has failed to meet revenue expectations over the last decade, according to the organisation’s president Alfons Hörmann.
Opel trims football portfolio, upgrades Mainz deal
General Motors-owned car brands Opel and Vauxhall are reducing their presence in European football over the next 12 months, despite a new stadium naming rights deal with German Bundesliga club Mainz.
MHP re-ups with local Basketball Bundesliga team
Porsche-owned consultancy firm MHP has renewed its title deal with German Basketball Bundesliga (BBL) club Riesen Ludwigsburg as teams continue to rely on local companies for their top deals.
Bundesliga play-offs ignite Falken’s ‘big bang’ strategy
Falken Tyre Europe, the European division of the Japanese tyre manufacturer, said that it had invested in the package of 2015-16 Bundesliga play-off games and the DFL-Supercup to help create a “big bang” of media exposure at a critical time of the year for the business in Germany.
DFB hits mark on German Cup deals with Ergo and VW
Germany's football association (DFB) last month hit its 30-per-cent-increase goal on two deals for the DFB-Pokal, the premier domestic cup competition.