Germany

Wow, the streaming platform of Sky Deutschland, is to give its name to the Virtual Bundesliga (VBL) under a new sponsorship agreement announced by the German Football League (DFL) this morning

US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.

The German Football League (DFL) has been given the green light to re-enter talks with potential investors, after the smallest possible majority of Bundesliga and 2

Bayern Munich and Adobe have decided to end their sponsorship agreement by mutual consent, just one year into a three-year contract.

German football club St. Pauli has welcomed Puma back as its kit supplier after deciding to no longer manufacture its own jerseys.

German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.

Andreas Jung, one of the leading commercial executives in German football, is to leave his role as the board member responsible for marketing at Bundesliga champions Bayern Munich at the end of the season

German football club FC St. Pauli has announced a new sponsorship agreement with Puma, two years after taking production of the team's kit in-house for sustainability reasons

Coca-Cola, the US soft drinks corporation, has signed a new deal with its long-term commercial partner Uefa, becoming an official global sponsor of Euro 2024, the second tier of the federation’s national te…

H.I.G. Capital, the international private equity and asset management firm, is looking to put the Sportfive agency up for sale, according to reports. Miami-based H.I.G

The Infront agency has signed an expanded agreement with ADAC Motorsport that sees it become the German motorsport event organiser’s Official Marketing Partner.

The National Football League (NFL) London Games has its third presenting sponsor in as many years after the signing of Brand USA, the official ‘destination marketing’ organisation for the United States.

Uefa has completed its national sponsor tier for the men’s Euro 2024 tournament with the announcement of a deal with German poultry producer Wiesenhof.

Following the recent strengthening of its ties with Infront, Germany’s Basketball Bundesliga (BBL) has extended its title sponsorship agreement with financial services company TeamBank.

German beer company Bitburger has signed as an ‘Official National Partner’ of Euro 2024 – making the Bitburg-based brand the exclusive beer in all stadiums at the tournament. T

Rwanda is continuing to back its strategy of using sports sponsorship as a tool to boost tourism and investment from Europe after agreeing another top-flight football deal, this time with Bayern Munich.

Country tourism board Visit Rwanda has struck another high-profile football sponsorship after announcing a new five-year deal with Bayern Munich

German telco Deutsche Telekom has furthered its association with Euro 2024 by becoming a national sponsor of the event