Germany

Football

One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…
Football

Amazon Web Services has agreed an extension to its sponsorship agreement with the German Football League (DFL) that places a new emphasis on the company’s artificial intelligence technology.
Football

Total revenue in the top two divisions of German football broke the €5bn ($5.4bn) barrier for the first time in the 2022-23 season, with almost two-thirds of all clubs now operating in the black following the long-running impact of the pandemic.
Football

Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Football

Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.
Motorsport

German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026
Football

The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
Football

The Red Bull football group's long-running association with Nike will come to an end in June, after RB Leipzig, the senior club in the portfolio, signed a new kit supplier deal with Puma
Football

Borussia Dortmund (BVB) has become the latest European football club to add sports energy drink Prime to its sponsorship portfolio.
Football

Sportfive has been handed a remit to help sell sponsorship and hospitality packages for FC Schalke 04, the cash-strapped 2. Bundesliga club
Football

BitPanda is seeking to set itself apart in the crypto sector through its new second-tier sponsorship of German football giant Bayern Munich, by some distance the largest club-level cryptocurrency deal to date in the German Bundesliga.
Tennis

Alexander Zverev, the top German men's tennis player, has signed a three-year global partnership with the Sportfive agency to expand his sponsorship portfolio
Football

The German Football League (DFL) and Germany’s Federal Cartel Office have ruled that Porsche will be able to take a 10.4-per-cent stake in Bundesliga club VfB Stuttgart.
Basketball

AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.
Multiple Sports

Global venue management firm AEG has announced Uber as the new naming-rights sponsor for its arena in Berlin, replacing German carmaker Mercedes-Benz.
Football

EA Sports has agreed to a two-year extension to its long-standing sponsorship and licensing agreement covering the German Bundesliga and 2. Bundesliga, meaning the deal will now run to at least 2027.
Football

Bayern Munich has engaged the cryptocurrency market for a new sponsorship deal with trading platform Bitpanda
Football

China's BYD Partners, one of the world’s leading manufacturers of new energy vehicles (NEV), has been unveiled as a major sponsor of Euro 2024 taking place in Germany, the heart of the European automotive i…