Germany

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Football
Social network

Borussia Dortmund was the first German club to pen an official partnership with the ByteDance-owned platform and launched it with a video-led challenge to boost user engagement and attract a new, younger generation of fans.
Football
Hotels

The ‘Where Winners Feel at Home’ activation was built around the creation of a fully functioning hotel room – with pitch view – in Bayern’s Allianz Arena.
Football
Recruitment

Jobsite Indeed activated its Eintracht Frankfurt shirt sponsorship through multiple initiatives including ‘Job of the Match’, which introduced supporters to behind-the-scenes jobs within the club.
Football
Gambling

Online gambling company Interwetten has added German club VfL Wolfsburg and Spanish club Sporting Gijón to its limited football club sponsorship roster, having all but given up on football sponsorship …
Football
Logistics

German postal services and courier group Deutsche Post DHL will honour its shirt sleeve agreement with Bundesliga club Schalke 04 even though the subsidiary brand it supported in the first year of the…

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Football
Financial Services - Banking

Mainz 05 has extended partnerships with financial services firm Sparkasse Mainz and textile management company Mewa, while fellow German Bundesliga football club FC Augsburg has renewed agreements with…
Football
Furnishings

German Bundesliga football club Eintracht Frankfurt has agreed new partnerships with office furniture manufacturer König + Neurath and interior furnishing products company Joka.
Motorsport
Energy

Wind turbine company Vestas has become the Principal Partner of the Mercedes-Benz EQ Formula E Team in a long-term deal
Skiing
Other Industry

Renewable and recyclable solutions company Stora Enso has extended its presenting sponsorship of the International Ski Federation’s (FIS) Nordic World Ski Championships for a fourth edition of the event.

Features

Football

SportBusiness Sponsorship has conducted extensive research into partnerships across the top five leagues in European football, covering over two thousand deals
Football

The Bundesliga's central sponsorship income has plateaued since it handed over sleeve sponsorship rights to clubs in 2017-18. Previously, logistics brand Hermes paid €8.5
Esports
Food - Fresh Food

US fast food chain McDonald’s has quit German football sponsorship to focus on esports, following a similar path taken by carmaker Mercedes-Benz last year.
Football
Tyres

Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…
Football

“If you try to get out of someone else’s shadow to overtake them, you will lose. Race your own race. Define your own speed. That’s the way we do our business.”
Football
Gambling

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.

Football
Financial Services - Banking

Santander Consumer Bank, the German subsidiary of Spanish banking group Banco Santander, has renewed its second-tier partnership with Bundesliga club Borussia Mönchengladbach to communicate values of …
Football
Financial Services - Banking

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. 

Baseball

German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales
Athletics

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.

Multi-Sport

Japanese carmaker Toyota last month added major National Olympic Committee (NOC) sponsorship properties in support of its record-breaking Olympic Global Partner agreement.

Football
Retail Stores

At most sports industry conferences, the temptation is to seek out the big names and major international players rather than the local sports, agency or corporate brands that largely populate the event. At SpoBis, German sports industry practitioners were out in force and themselves paid close attention to the narratives and strategies presented by many top-level speakers.
Football

Online betting brand Digibet has relaunched in the European market with sponsorships of two German 1. Bundesliga clubs, Borussia Mönchengladbach and TSG 1899 Hoffenheim.

Table Tennis
Financial Services - Insurance

Main sponsors of the German Table Tennis Federation (DTTB) have taken two of the prime positions at next year’s 2017 World Championships in Düsseldorf. T
Basketball
Games

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.

Ice Hockey

Polymer materials supplier Covestro is using branding of the German Ice Hockey League (DEL) to promote its new corporate identity in Germany, having separated from the chemicals and pharmaceuticals giant…
Football
Sports Equipment

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.

Multi-Sport
Cars/Automotive

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.

Football
Cars/Automotive

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.