Germany
Chinese electronics brand CHiQ extends with Borussia Dortmund
German Bundesliga club Borussia Dortmund has extended its global sponsorship deal with CHiQ, a sub-brand of Chinese consumer electronics company Changhong
Sportfive extends tripartite THW Kiel agreement to 2026
The Sportfive agency has retained its mandate to sell sponsorships for THW Kiel, the record Handball Bundesliga champions
Einhell joins Bayern Munich as ‘Gold Partner’
House and garden tools company Einhell has become a third-tier ‘Gold Partner’ of the German Bundesliga club Bayern Munich.
Bwin renews with five German football clubs, Wolfsburg signs BAK Battery deal
Online sports betting operator Bwin has renewed sponsorship deals with five German football teams – the Bundesliga's Borussia Dortmund, Union Berlin and Cologne, and 2. Bundesliga's St.
Comedy Central becomes Union Berlin’s sleeve sponsor in cup competitions
German Bundesliga club Union Berlin will start the new season with the Comedy Central logo on the left sleeve of its playing shirt in cup competitions
Bayer Leverkusen extends with Kumho Tyre
German Bundesliga football club Bayer Leverkusen has signed an extension to its deal with tyre manufacturer Kumho Tyre
Betway upgrades VfB Stuttgart sponsorship
German club VfB Stuttgart has extended and expanded its association with gambling firm Betway
Borussia Dortmund renews China regional beer sponsorship with Würenbacher
German Bundesliga club Borussia Dortmund (BVB) has renewed its regional sponsorship deal for China with beer brand Würenbacher.
The new deal covers two seasons, 2021-22 and 2022-23.
BMW i signs Berlin ePrix title sponsorship
BMW i, the sustainability focused sub brand of automotive manufacturer BMW, will be the title sponsor of the 2021 Berlin ePrix
#FCBayernPulse #HeartbeatFinal – Siemens & Bayern Munich
A pandemic-linked data initiative from Siemens tracked fan heartbeats during Bayern games to showcase the connection between the club and its fans, while raising money to support local businesses.
Sportfive back in business with Karlsruher SC following lengthy legal dispute
The Sportfive agency has reached a settlement with Karlsruher SC and will have an involvement in the 2. Bundesliga side’s commercial operations following protracted legal disputes between the pair.
DFB ‘negotiating’ with Qatar Airways as Lufthansa replacement
The German Football Association (DFB) is in negotiations with airline Qatar Airways regarding a new sponsorship deal, according to reports
Bayer Leverkusen signs Iqoniq as sleeve sponsor, Bochum lands new shirt sponsor
The German Bundesliga’s Bayer Leverkusen has become the latest football club to sign up fan engagement platform Iqoniq as a sponsor.
US team owner Burkle leads SPAC deal for Signa Sports United
$3.2bn merger creates one of the world's largest online sports retailers
Hertha signs Autohero as shirt sponsor in Sportfive-brokered deal
German Bundesliga football club Hertha Berlin has agreed a deal for online used-car marketplace Autohero to become its new main shirt sponsor
Sportfive prolongs German Ski Association business to 2026
The Sportfive agency has extended its existing contract with the German Ski Association (DSV) for another five years
Bundesliga clubs opt to end DFL private equity talks ‘for now’
Clubs from Germany’s two Bundesliga divisions have today (Wednesday) decided to break off talks over private equity investment in a new league entity that would hold a licence to commercialise their i…
Borussia Mönchengladbach extends with sleeve sponsor Sonepar
German Bundesliga club Borussia Mönchengladbach has signed an extension with its sponsor, electronics wholesaler Sonepar.