Germany
EXCLUSIVE: Cisco goes international with NFL sponsorship
Digital technology firm Cisco is expanding its agreement with the National Football League (NFL) to include international rights, SportBusiness understands.
Kraken adds RB Leipzig to European sleeve deals
Cryptocurrency platform Kraken has added the sleeve sponsorship of Bundesliga club RB Leipzig to recent deals in European club football as it continues its expansion in Europe
Dortmund doubles down on crypto with BlockDAG deal
Borussia Dortmund has announced a ‘record-breaking’ three-year deal with blockchain firm BlockDAG the day after expanding its relationship with crypto exchange Coinbase.
Cost cap encouraged SAP back into F1 with Mercedes
The introduction of a cost cap in Formula 1 encouraged German multinational software company SAP to return to the sport through an agreement with the Mercedes team.
Infront to sell Seattle Seahawks sponsorships in DACH
The NFL’s Seattle Seahawks has appointed the Infront agency as the franchise’s exclusive partnership sales partner in the DACH region of Germany, Austria, and Switzerland.
Bayer 04 eyes stadium upgrades to meet sponsor demand
MG Motor’s decision to upgrade its sponsorship of Bayer 04 Leverkusen after just eight months is illustrative of the club’s growing commercial clout after a stellar unbeaten domestic season.
EXCLUSIVE: Adidas in advanced Audi F1 talks
Adidas is close to landing a deal with the Audi F1 team, which would mark its second agreement in the Formula 1 market with a major German manufacturer, SportBusiness can reveal.
Euro 2024 sponsorship pays dividends for Lidl
Lidl’s activation around its sponsorship of Euro 2024 has been vindicated after the German supermarket chain derived the most consumer recognition of all sponsors, according to a recent YouGov study.
Indian tyre brands signal global ambitions with Leverkusen, ECB deals
Indian tyre brands Ceat and BKT have served notice of their international ambitions, announcing sponsorship deals with German Bundesliga champion Bayer Leverkusen and The Hundred, the England and Wales…
Baden Sports moves into Europe with Basketball Bundesliga
US-based sporting goods manufacturer Baden Sports has made a move into the European market in a four-year official ball supply deal with Germany’s Basketball Bundesliga (BBL).
Infront, DEB share sponsorship sales remit in long-term renewal
The German Ice Hockey Federation (DEB) will be able to source potential sponsors in-house as part of a revised and extended exclusive marketing agreement with the Infront agency
Rheinmetall aiming for wider acceptance with controversial Borussia Dortmund deal
The company, which is Europe’s largest ammunition manufacturer, has signed up as a ‘Champion Partner’ of the club.
Engelbert Strauss signals Americas push with Mexican FA deal
German workwear brand Engelbert Strauss has signalled its intention to move into the Americas by agreeing a multi-year sponsorship deal with the Federación Mexicana de Fútbol (FMF) on the eve of the C…
Leverkusen builds on recent success with Niedax sleeve deal
In its first sponsorship announcement since completing its historic 2023-24 season, Bayer Leverkusen has upgraded its deal with cable management systems manufacturer Niedax Group.
Uefa opens up VAR screen sponsorship to Hisense
Uefa has named Hisense as the official screen sponsor for video-assisted referees (VAR) at this summer’s European Championship, marking the first time it has commercialised this inventory.
Multi-club sponsorship deals ‘on the agenda’ at Red Bull clubs, says RB Leipzig’s Plenge
Red Bull-owned football clubs are seeking opportunities to create joint sponsorship deals, according to RB Leipzig chief business officer Johann Plenge.
DFB renews major Volkswagen sponsorship, adds Klarna
The German Football Association is set to announce the renewal of its major sponsorship agreement with Volkswagen, SportBusiness understands.
St. Pauli renews shirt deal with ‘social consciousness partner’ Congstar
FC St. Pauli has renewed its long-running main sponsorship deal with Congstar, championing the telecoms operator's "social responsibility" initiatives at a time of political uncertainty in Germany.