Germany
Bayern Munich and Qatar Airways opt against sleeve sponsor extension
German Bundesliga club Bayern Munich will not extend its sleeve sponsorship agreement with Qatar Airways into the 2023-24 season
StarGames agrees training kit sponsor deal with Hannover 96
Online gaming company StarGames.de has agreed a deal to become the new training kit sponsor of German 2.Bundesliga football club Hannover 96
Sportfive follows Dortmund renewal with extended Bayer Leverkusen deal
The Sportfive agency strengthened its grip on German football by extending its marketing relationship with Bayer 04 Leverkusen until the end of the 2028-29 season.
Infront wins exclusive Basketball Bundesliga sponsorship mandate
The Infront agency has strengthened its ties with Germany’s Basketball Bundesliga (BBL), signing an exclusive sponsorship sales agreement for the 2023-24 season.
Dortmund extends long-running Sportfive pact
Bundesliga club Borussia Dortmund has struck an early extension to its partnership with the Sportfive agency, stating that the US will be a target territory for its international marketing efforts in the…
Ergo builds on DFB sponsorship with Euro 2024 deal
Uefa has signed up Ergo as the latest national partner of Euro 2024 in a deal that makes the Germany-based insurance company a presenting partner of the competition’s volunteer programme.
Deutsche Bahn adds Euro 2024 to sponsorship portfolio
Deutsche Bahn, the national railway company of Germany, has agreed a deal to sponsor the Uefa Euro 2024 national team tournament, which will take place in its home country
Google Pixel replaces Flyeralarm as Women’s Bundesliga title sponsor
Consumer electronic device brand Google Pixel will become the new title sponsor of the Women's Bundesliga from start of the 2023-24 season
Google signs up as DFB women’s national team sponsor
The German Football Association (DFB) has announced Google as a new sponsor of the women's national team in a three-year deal
Hamburg extends Adidas kit supplier deal
German football club Hamburger SV has announced that Adidas has renewed its agreement to be the club's official kit supplier for five more years
Head of international affairs sought to grow Bayer 04 profile
German Bundesliga club Bayer 04 Leverkusen is recruiting for a head of international affairs as it looks to build out a global commercial strategy
Fortuna CEO: Sponsors will embrace pioneering ticketing initiative
Fortuna Düsseldorf chief executive Alexander Jobst is adamant brands will pay more for the privilege of being associated with the club, as the spotlight shines on the commercial department in the wake …
My Diesel Claim takes on World Cup of Darts title sponsorship
Law firm Pogust Goodhead has agreed a deal with the Professional Darts Corporation (PDC) to promote its My Diesel Claim service through title sponsorship of the 2023 World Cup of Darts
Bayern to tour Japan in latest Bundesliga-Sky PerfecTV initiative
German Bundesliga club Bayern Munich has announced a pre-season tour of Japan as the league looks to continue its brand-building efforts in the market in partnership with local media rights-holder Sky…
Ursapharm extends Bayern sponsorship in support of Hylo brand
German Pharmaceutical manufacturer Ursapharm has extended its sponsorship of Bayern Munich for another three years, from 2023-24 to 2025-26
Fortuna Düsseldorf launches landmark ticketing venture
German Bundesliga 2 club Fortuna Düsseldorf has today (Wednesday) presented a groundbreaking plan, backed by sponsorship revenue, which is set to grant fans free entry to games held at its Merkur Spiel-Arena.
Speedo agrees two-year German Swimming Federation deal
Speedo has announced a two-year deal to become an Official Partner of the German Swimming Federation (DSV)
Bundesliga shows recovery signs but revenues down €326m on pre-Covid levels
The total revenue of German professional football has increased for the first time since the outbreak of Covid-19, with the second-tier Bundesliga 2 setting a new benchmark for the 2021-22 season, but…