Germany
Sportfive widens work with LED technical services provider
The Sportfive agency has extended its work with Ereignisschmiede, the Berlin-based company that provides LED advertising support for sports events and develops digital signage concepts for sports venues
DEB extends with Skoda in deal brokered by Infront
The German Ice Hockey Federation (DEB) has extended its sponsorship contract with automotive manufacturer Skoda.
The deal, which was brokered by sports marketing agency Infront, will now run until 2023
Infront-brokered deal makes Würth a main sponsor of Nordic World Ski Championships
Construction fittings and materials company, Würth, has been named a main sponsor of the FIS Nordic World Ski Championships 2021.
Data Snapshot: European Leagues 2020-21
In 2020-21 – a season likely to play out largely behind closed doors – Europe’s top four football leagues held sponsorship agreements of about €315m ($383m) in contract value.
Matchworn – Intersport & TSG Hoffenheim
In early 2019, retailer Intersport activated its partnership with Bundesliga side Hoffenheim through an initiative that auctioned player-worn kit to raise funds for children’s charity SOS-Kinderdorf.
We Drive Football – Volkswagen & the Deutscher Fußball-Bund/Uefa and more
Through 2019 and 2020, Volkswagen leveraged its football partnerships – led by its official mobility partnership with the Deutscher Fußball-Bund (DFB) – through a centralised European content hub called ‘We Drive Football’.
Tectake online retailer joins Borussia Dortmund as ‘Premium Partner’
Online house and garden furniture retailer Tectake will become a new sponsor of German Bundesliga club Borussia Dortmund from the second half of the 2020-21 season
Mitsubishi extends with German Basketball Federation in Sportfive-brokered deal
The German division of Mitsubishi Motors has extended its premium and official automobile sponsorship with the German Basketball Federation (DBB)
Data Snapshot: European FAs 2020-21
Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €392.6m ($472.6m) in the 2020-21 season.
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Schalke’s long-serving merchandising chief heads for exit
Mirko Hellweg has become the second long-serving commercial executive to be leaving Schalke 04, bringing down the curtain on just under two decades at the Bundesliga club
eToro expands football portfolio to include Werder Bremen in Infront-brokered deal
German Bundesliga club Werder Bremen has become the latest football club to sign international trading platform eToro as a sponsor
Welcome to Hell – Under Armour & FC St. Pauli
In summer 2016, for Under Armour’s first St. Pauli kit, supplier and club worked with agency Nordpol on a campaign that spanned social, PR and at-stadium strands and was led by an online film focused on a redesigned players tunnel.
Adidas takes further step into gaming sector with G2 Esports
Esports organisation G2 Esports has signed an agreement with global sportswear manufacturer Adidas
FC Köln renews sleeve sponsorship deal with insurance firm DEVK
German Bundesliga football club 1. FC Köln has announced the extension of its sleeve sponsorship deal with DEVK, the Cologne-based insurance group.
Flyeralarm spreads wings with Eintracht Frankfurt sponsorship
Online printing company Flyeralarm has widened its sponsorship involvement in German football by becoming a co-partner of Bundesliga side Eintracht Frankfurt
Hertha Berlin fills vacant front-of-shirt sponsor position with Homeday
German Bundesliga club Hertha Berlin has signed national estate agent firm Homeday as its new main sponsor
St. Pauli commercial head Schlünz leaves after “difference of ideas”
Dirk Schlünz, the head of the commercial division at FC St. Pauli, has left his position after the mutually agreed termination of his contract was announced by the second-tier 2. Bundesliga club.
Uber sponsors Eintracht Frankfurt in Bundesliga first
German Bundesliga football club Eintracht Frankfurt has signed up vehicle hire company Uber in a mid-season sponsorship deal to June 30, 2021