Germany
Wiesenhof named final Euro 2024 national sponsor
Uefa has completed its national sponsor tier for the men’s Euro 2024 tournament with the announcement of a deal with German poultry producer Wiesenhof.
Basketball Bundesliga follows Infront deal with easyCredit title sponsor renewal
Following the recent strengthening of its ties with Infront, Germany’s Basketball Bundesliga (BBL) has extended its title sponsorship agreement with financial services company TeamBank.
Bitburger returns to national stage with Euro 2024
German beer company Bitburger has signed as an ‘Official National Partner’ of Euro 2024 – making the Bitburg-based brand the exclusive beer in all stadiums at the tournament.
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Visit Rwanda doubles down on sponsorship-driven tourism strategy with Bayern deal
Rwanda is continuing to back its strategy of using sports sponsorship as a tool to boost tourism and investment from Europe after agreeing another top-flight football deal, this time with Bayern Munich.
Visit Rwanda adds Bayern Munich to sponsorship portfolio
Country tourism board Visit Rwanda has struck another high-profile football sponsorship after announcing a new five-year deal with Bayern Munich
Deutsche Telekom expands Euro 2024 presence with national sponsorship
German telco Deutsche Telekom has furthered its association with Euro 2024 by becoming a national sponsor of the event
6686 continues European club spree with VfL Wolfsburg deal
Asian-facing betting operator 6686 has added Bundesliga club VfL Wolfsburg to its bulging football sponsorship portfolio
Paramount+ adds Union Berlin main shirt deal to Inter Milan rights
Paramount+ has become the new main sponsor of German Bundesliga club Union Berlin as it continues to use European club football to promote its streaming service across the continent
Porsche company sponsors Stuttgart stadium, wider investment lined up
IT consultancy firm MHP, a subsidiary of Porsche, is set to take on naming rights to VfB Stuttgart’s home stadium as part of a wide-ranging agreement that could see the German automotive brand acquire a…
Bayern Munich and Qatar Airways opt against sleeve sponsor extension
German Bundesliga club Bayern Munich will not extend its sleeve sponsorship agreement with Qatar Airways into the 2023-24 season
StarGames agrees training kit sponsor deal with Hannover 96
Online gaming company StarGames.de has agreed a deal to become the new training kit sponsor of German 2.Bundesliga football club Hannover 96
Sportfive follows Dortmund renewal with extended Bayer Leverkusen deal
The Sportfive agency strengthened its grip on German football by extending its marketing relationship with Bayer 04 Leverkusen until the end of the 2028-29 season.
Infront wins exclusive Basketball Bundesliga sponsorship mandate
The Infront agency has strengthened its ties with Germany’s Basketball Bundesliga (BBL), signing an exclusive sponsorship sales agreement for the 2023-24 season.
Dortmund extends long-running Sportfive pact
Bundesliga club Borussia Dortmund has struck an early extension to its partnership with the Sportfive agency, stating that the US will be a target territory for its international marketing efforts in the…
Ergo builds on DFB sponsorship with Euro 2024 deal
Uefa has signed up Ergo as the latest national partner of Euro 2024 in a deal that makes the Germany-based insurance company a presenting partner of the competition’s volunteer programme.
Deutsche Bahn adds Euro 2024 to sponsorship portfolio
Deutsche Bahn, the national railway company of Germany, has agreed a deal to sponsor the Uefa Euro 2024 national team tournament, which will take place in its home country
Google Pixel replaces Flyeralarm as Women’s Bundesliga title sponsor
Consumer electronic device brand Google Pixel will become the new title sponsor of the Women's Bundesliga from start of the 2023-24 season
Google signs up as DFB women’s national team sponsor
The German Football Association (DFB) has announced Google as a new sponsor of the women's national team in a three-year deal