Germany
Hoffenheim extend PreZero stadium naming rights deal to 2025
German football clubs TSG Hoffenheim has extended its contract with stadium naming rights sponsor, environmental service firm PreZero, a member of the Schwartz Group which owns supermarket chains Aldi…
Rebranded Sportfive nets one-year Bayern basketball sponsorship mandate
Sportfive, the recently-rebranded sports marketing agency, has become the commercial advisory agency of FC Bayern Basketball, the leading German basketball side
Interwetten maintains portfolio with Hoffenheim, Wolfsburg renewals
Online bookmaker Interwetten has renewed its deals with two German Bundesliga clubs – TSG Hoffenheim and VfL Wolfsburg – until 2022-23.
Berlin state offers to sponsor city’s sports clubs through Covid-19 crisis
The city state of Berlin is planning to become a major sponsor of its professional sports clubs, except football, to help fund them through the Covid-19 pandemic
DEL’s Kölner Haie extend contract with main sponsor RheinEnergie
German Ice Hockey League (DEL) team Kölner Haie have renewed with long-term main sponsor, energy and water supplier RheinEnergie.
Pringles extends with ESL across multiple markets
Snack brand Pringles has extended its sponsorship of ESL esports competitions across multiple markets, including Germany, Poland and the Nordics
FC Köln extends with long-term shirt sponsor REWE
German Bundesliga football club FC Köln has extended the contract of its main sponsor REWE Group, the German supermarket chain.
Round-Up: Football salary cap proposed, India-Sri Lanka tour decision delay, UFC on Bilibili, and more
The president of the German football federation and the chairman of Bayern Munich are proposing a salary cap for professional football in Europe
Infront retains German Ice Hockey Federation business to 2024
The Infront agency has renewed its long-running commercial agreement with the German Ice Hockey Federation (DEB) and will continue to represent the exclusive sponsorship and media rights, along with the…
Your Game, Your Beat, Your Bank – Commerzbank & the DFB
Commerzbank activated its German women’s national team rights with deliberately provocative creative around the women’s world cup from May to July 2019.
VW Commercial Vehicles wants price reduction on Hannover 96 renewal
The sponsorship portfolio of German football club Hannover 96 was dealt another potential blow after Volkswagen Commercial Vehicles (VCN) indicated it will not renew its contact with the club on its current…
The Selfie Scarf – DEVK & FC Köln
A tongue-in-cheek activation from FC Köln’s official insurance partner, the selfie scarf allowed fans to support the promotion-chasing team in person and online simultaneously.
WRC agrees deal with esports hardware company Fanatec
Simulated racing hardware brand Fanatec has signed as an Official Partner of the World Rally Championship’s esports activities.
St. Pauli stays connected with shirt sponsor Congstar
German telecoms operator Congstar has extended its shirt sponsorship deal with St. Pauli of German football’s second-tier 2. Bundesliga by two more years.
Adidas receives €3bn government-backed loan
Adidas has received approval from the German government for the participation of state-owned development bank KfW in a syndicated loan facility worth €3bn ($3.2
Wohninvest ups Werder Bremen sponsorship commitment
German Bundesliga club Werder Bremen has expanded its sponsorship ties with the Wohninvest real estate group
Hannover 96 and Hamburg set to lose long-term sponsor
German second tier clubs Hannover 96 and Hamburg will lose the sponsorship of advertising and marketing company NDR Media
On-Pitch Safety Demonstration – Emirates & Hamburger SV
In 2016, Emirates leveraged its Hamburg shirt sponsorship with an on-pitch ‘safety demonstration’ that became a social media video phenomenon.