Germany
DOSB extends with top-tier sponsor Sparkasse
German financial services group Sparkassen-Finanzgruppe has extended its top-tier sponsorship deal with the German Olympic Sports Confederation (DOSB)
Sportfive renews BMW sponsorship activation tie-up
Automotive manufacturer BMW has renewed its association with sports marketing agency Sportfive.
The association is focused on the activation of its sponsorship contracts in running events
FC Bayern Basketball signs up REWE in Sportfive-brokered deal
Germany’s FC Bayern Basketball has become the latest sports team in the country to sign up supermarket chain REWE as a sponsor.
Union Berlin extends with Herrles as REWE grows German football presence
German Bundesliga side Union Berlin has signed a renewal to its contract with Herrles, the German industrial robot company
Tipico’s four-year extension netted Bundesliga International fee uplift
The German Football League's recent renewal with betting operator Tipico is worth an increase on the value of its existing Bundesliga sponsorship, SportBusiness understands
Hertha Berlin extends sleeve sponsorship deal with Hyundai
German Bundesliga club Hertha Berlin has extended its contract with automotive manufacturer Hyundai
#SauberesSpiel/#CleanGame – PreZero & TSG 1899 Hoffenheim
In October and November 2019, Hoffenheim naming rights partner PreZero ran an eco-focused activation around the club’s home game against Paderborn to deliver the first carbon-neutral Bundesliga match.
St. Pauli adds to home-made kit offering with 11teamsports and Puma
German 2. Bundesliga club St. Pauli has added two new sponsors to assist the roll-out of its club-owned kit brand called DIIY
Porsche retains title rights to golf’s European Open
Luxury carmaker Porsche will remain the title sponsor of the Porsche European Open for another three years until 2023
Bundesliga nets early extension with Tipico
The German Bundesliga has signed an early extension to its sponsorship contract with gambling platform Tipico
Hamburg hires Bayern’s Mokrohs as director of brand, marketing and sponsorship
German football’s second-tier 2. Bundesliga side Hamburger SV has recruited Philipp Mokrohs as director of brand, marketing and sponsorship.
Schalke sponsorship head Spätgens to leave club after 21 years
Volker Spätgens, head of sponsorship at German Bundesliga club FC Schalke 04, is stepping down from his role after more than nine years.
Klein: Mondelēz International activation to be among largest in Bundesliga International era
The German Bundesliga’s newest sponsorship deal, with multinational confectioner Mondelēz International, will help “promote the league to a broader audience” and the activation plans are significant, accord…
No Fuss. Football as It Should Be – Nike & VfL Bochum
Bochum and Nike’s campaign promoting the club's 2020-21 jersey led to tripling the previous season’s shirt sales and generating record revenue even without fans in the stadium or the physical club shop.
Sportfive adds two years to deal with 2. Bundesliga’s Heidenheim
The Sportfive agency has extended its commercial agreement with 1. FC Heidenheim 1846 of German football’s second-tier 2. Bundesliga until the end of the 2027-28 season.
St. Pauli to produce own kit and branded apparel in sustainability play
Second-tier Bundesliga football club St. Pauli will make its own playing kit from next season in a move aimed at creating the ‘most sustainable team-sport collection in the world’.
Last week, St. Pa
Ready for Family, Ready for Union – Adidas & FC Union Berlin
At the start of the 2020-21 Bundesliga, FC Union Berlin and technical partner adidas rolled out a family-focused digital campaign to promote the club’s new shirt.
Infront ramps up esports activities with Freaks 4U Gaming venture
The Infront agency has teamed up with esports agency Freaks 4U Gaming to launch a new platform in the German-speaking markets of Germany, Austria and Switzerland dedicated to gaming title Valorant