Germany
DFB inviting offers for four-year LED, virtual overlay advertising contract
The German Football Federation (DFB) has invited companies to express their interest in providing and operating LED and virtual overlay perimeter advertising at Germany’s international fixtures and DFB-Pokal m…
Wolfsburg and SAIC Anji Logistics upgrade sponsorship deal
Chinese firm SAIC Anji Logistics has upgraded its sponsorship agreement with German football club VfL Wolfsburg, becoming an international exclusive partner of the Bundesliga side
Shirt Sponsorship – Homeday & Hertha BSC
At the end of 2020, Berlin real estate agent Homeday activated its shirt sponsorship of hometown club Hertha to boost brand awareness throughout Germany.
Ex-shirt sponsor returns as Hannover 96 stadium naming rights backer
German football club Hannover 96 has signed up home construction company Heinz von Heiden as its stadium naming rights sponsor
St. Pauli extends with shirt sponsor Congstar
German 2. Bundesliga club FC St. Pauli has extended its main shirt sponsor deal with telecoms operator Congstar.
The new deal will run until the end of the 2024-25 season
RB Leipzig adds 888sport as betting operator seeks German expansion
German football club RB Leipzig has signed up gambling platform 888sport as a sponsor
Sportfive recruits Triceps’ Ulmer to German winter sports role
The German arm of the Sportfive agency has recruited Christian Ulmer from the Triceps sports marketing agency as its new senior director of winter sports
Sportfive brokers deal to make Autohero DHB main sponsor
The German Handball Federation (DHB) has signed up online used car retailer Autohero as its new main sponsor
Data Snapshot: European FAs 2021-22
Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €398m ($450m) in 2021-22, up about three per cent on last season.
Amex adds BMW Open to global tennis profile in Sportfive-supported deal
The BMW Open ATP 250 tournament will now be called the 'BMW Open by American Express' after the multinational credit card firm acquired the presenting partner rights in a long-term deal
Ergo adds German national team rights to DFB-Pokal in sponsorship upgrade
German insurance group Ergo has extended and upgraded its sponsorship of the German Football Association (DFB) under a new five-year deal, starting in January next year
Dortmund renews regional deal with InstaForex
German Bundesliga football club Borussia Dortmund has extended its regional sponsorship contract with online forex trading company InstaForex
Data Snapshot: European Leagues 2021-22
Europe’s four biggest football leagues – plus Uefa’s club competitions – hold central sponsorship contracts worth between €794.4m and €883.3m in 2021-22.
Supponor to provide ‘next-generation’ virtual advertising solution to Bayern Munich
Virtual advertising solutions provider Supponor has extended its exclusive deal with German football champions Bayern Munich, in a move which will see the company supply its next-generation Supponor AIR…
Mainz secures early shirt sponsor extension with Kömmerling
German Bundesliga club FSV Mainz 05 has signed an extension with its front-of-shirt sponsor, window retailer Kömmerling.
Deutsche Telekom exits long-term Telekom Baskets Bonn naming sponsorship
Deutsche Telekom will no longer be part of the name of German basketball club Telekom Baskets Bonn from next season as part of an early sponsorship extension
3Key signs as Manchester City regional sponsor in Germany and South Korea
Manchester City has signed up the decentralised finance (DeFi) trading analysis and advisory technology company 3Key as a regional sponsor
Engelbert Strauss extends EHF Euros backing
Workwear and safety products company Engelbert Strauss has renewed its sponsorship of national team tournaments organised by the European Handball Federation