Germany
Engelbert Strauss signals Americas push with Mexican FA deal
German workwear brand Engelbert Strauss has signalled its intention to move into the Americas by agreeing a multi-year sponsorship deal with the Federación Mexicana de Fútbol (FMF) on the eve of the C…
Leverkusen builds on recent success with Niedax sleeve deal
In its first sponsorship announcement since completing its historic 2023-24 season, Bayer Leverkusen has upgraded its deal with cable management systems manufacturer Niedax Group.
Uefa opens up VAR screen sponsorship to Hisense
Uefa has named Hisense as the official screen sponsor for video-assisted referees (VAR) at this summer’s European Championship, marking the first time it has commercialised this inventory.
Multi-club sponsorship deals ‘on the agenda’ at Red Bull clubs, says RB Leipzig’s Plenge
Red Bull-owned football clubs are seeking opportunities to create joint sponsorship deals, according to RB Leipzig chief business officer Johann Plenge.
DFB renews major Volkswagen sponsorship, adds Klarna
The German Football Association is set to announce the renewal of its major sponsorship agreement with Volkswagen, SportBusiness understands.
St. Pauli renews shirt deal with ‘social consciousness partner’ Congstar
FC St. Pauli has renewed its long-running main sponsorship deal with Congstar, championing the telecoms operator's "social responsibility" initiatives at a time of political uncertainty in Germany.
Nike’s VIK commitment helped swing seismic DFB deal
Nike's commitment to supply substantial amounts of sports equipment to Germany's 21 state football associations helped it to oust Adidas from its long-standing relationship with the DFB.
Shock as Nike ousts Adidas as Germany kit supplier
One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…
AWS focuses on AI in expanded Bundesliga renewal
Amazon Web Services has agreed an extension to its sponsorship agreement with the German Football League (DFL) that places a new emphasis on the company’s artificial intelligence technology.
Record Bundesliga revenues top €5bn to beat pre-pandemic levels
Total revenue in the top two divisions of German football broke the €5bn ($5.4bn) barrier for the first time in the 2022-23 season, with almost two-thirds of all clubs now operating in the black following the long-running impact of the pandemic.
Mondelez spreads its spend with Bundesliga renewal
Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Bayer Leverkusen to deploy PADS virtual advertising technology
Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.
Audi fast-tracks F1 plans with full Sauber takeover
German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026
DFL extends licensing agreement with Mondelez International
The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
RB Leipzig cuts decade-long Nike ties with Puma deal
The Red Bull football group's long-running association with Nike will come to an end in June, after RB Leipzig, the senior club in the portfolio, signed a new kit supplier deal with Puma
Borussia Dortmund eyes US expansion with Prime sponsorship
Borussia Dortmund (BVB) has become the latest European football club to add sports energy drink Prime to its sponsorship portfolio.
Struggling Schalke taps Sportfive to build commercial portfolio
Sportfive has been handed a remit to help sell sponsorship and hospitality packages for FC Schalke 04, the cash-strapped 2. Bundesliga club
BitPanda makes comeback with Bayern Munich deal
BitPanda is seeking to set itself apart in the crypto sector through its new second-tier sponsorship of German football giant Bayern Munich, by some distance the largest club-level cryptocurrency deal to date in the German Bundesliga.