Germany

Football

Global investment platform eToro has launched 12 new sponsorships across the UK and Germany, as the brand expands its investment in football clubs across Europe
Esports

German esports team Fokus Clan has signed global sportswear brand Adidas as its kit supplier
Football

International parcel and express service provider DPD Germany has signed as sleeve sponsor and official logistics partner to Bundesliga club Eintracht Frankfurt
Skiing

The Infront agency has agreed a four-year extension to its deal to exclusively market sponsorship rights to the Four Hills Tournament, ski jumping’s showpiece otherwise known as the Vierschanzentournee.
Football

Infront and the German Football Federation (DFB) have reached a settlement after the domestic football body’s moves to terminate a sponsorship and pitchside advertising rights sales contract with the a…
Football

The Sportfive agency has been appointed by the German Football Federation (DFB) to supply LED perimeter advertising at Germany’s international fixtures and DFB-Pokal matches in a two-year agreement.
Football

Mondelēz International, the US-based confectionery and snack food company, has become a sponsor of German football’s Bundesliga and second-tier 2. Bundesliga in a multi-year agreement.
Football

Sports betting company Betway has signed a three-year sponsorship agreement with German Bundesliga club Hertha Berlin, starting in 2020-21
Basketball

The German Basketball Bundesliga (BBL) has renewed its title sponsorship contract with financial services company TeamBank until the end of the 2023-24 season
Motorsport

Formula 1 motor-racing team Mercedes has reported rises in profit and revenue for 2019, while Renault has announced it will rebrand as Alpine for the 2021 season
Multi-sport

SASS Media, the Germany-based boutique rights agency and consultancy led by Kay Dammholz, has stepped up its involvement in the sponsorship space with the recruitment of Benjamin Caja, a sales executive…
Football
Banking

An online and in-store led joint campaign from Hypovereinsbank (HVB) and Allianz leveraged their FC Bayern Munich sponsorships to promote their combined insurance/pensions partnership.
Football

Bundesliga club Borussia Dortmund has signed a five-year ‘premium partnership’ with Dortmund-based energy and water supplier Dew21.
Football
Sporting Apparel

Fortuna Düsseldorf and kit supplier Uhlsport launched the team’s 2018-19 season away journey with an augmented reality mobile experience set during the city’s annual fireworks display.
Esports

An esports-focused advertising campaign in Germany from consumer goods company Henkel has been devised by Sportfive, the agency that recently established its global esports unit
Football
Sporting Equipment

Bike manufacturer Specialized announced its official partnership with Bundesliga club RB Leipzig in August 2020 with an integrated campaign that spanned online video, player and product image assets, social content, PR and in-stadium branding.
Esports

The Sportfive agency has established an international esports unit, naming Eike Gyllensvärd to the newly-created position of executive vice-president of global esports partnerships.
Football

Covid-19 has seen German Bundesliga football club Borussia Dortmund post a net loss of €43.9m ($52.3