Germany

Football
Sponsorship & Marketing

German banking and financial services company Deutsche Bank has expanded its relationship with Eintracht Frankfurt by taking on the naming rights to the Bundesliga club’s stadium.
Football
Sponsorship & Marketing

German third-tier football club SpVgg Unterhaching will lose their main sponsor in June after foods supplier Frostkrone Tiefkühlkost exercised its option to terminate its contract at the end of June 2020.
Football

As part of Bundesliga champions Bayern Munich’s 120th anniversary celebration in February 2020, the club invited fans to vote for the most emotional moment in its history through an initiative run in harness with new partner Google.
Football
Sponsorship & Marketing

German Bundesliga football club Schalke 04 has agreed a new sponsorship deal with furniture manufacturer Hülsta. Hülsta has agreed an initial four-year deal that will commence with the 2020-21 season.
Multi-sport
Industry Moves

WWP Weirather-Wenzel & Partner, the Liechtenstein-based sports sponsorship agency chiefly active in German-speaking markets, has bought back 100 per cent of the shares in D/Unit, the digital communication…
Ice Hockey
Sponsorship & Marketing

Germany's premier ice hockey league, the Deutsche Eishockey Liga (DEL) has signed up online gambling platform Mybet to its sponsorship portfolio
Winter Sports
Sponsorship & Marketing

German brewery Veltins has extended its sponsorship with major international winter sports events, including the Four Hills tournament and World Cups in ski jumping, Nordic combined and cross-country skiing
Football
Sponsorship & Marketing

International technology company Google has a signed a domestic sponsorship deal with German Bundesliga champions Bayern Munich
Football
Sponsorship & Marketing

Bundesliga club Borussia Dortmund will split its shirt sponsorship rights between the incumbent chemicals brand Evonik and telecommunications company 1&1 from next season
Motorsport
Sponsorship & Marketing

Electric car brand BMW i has extended it official vehicle partner deal with the Formula E Championship. The deal, likely to be an uplift on the €6m ($6.5
Football
Sponsorship & Marketing

German Bundesliga club FC Bayern has signed an official partner deal with battery and energy storage systems company Varta
Motorsport
Sponsorship & Marketing

British petrochemicals company Ineos has built on existing ties with Formula 1 team Mercedes by signing on as a principal partner, with team principal and chief executive Toto Wolff using today’s (Monday’s) ann…
Multi-sport
Sponsorship & Marketing

The German Paralympic Committee (DBS) has extended its exclusive marketing partnership with the Deutsche Sport Marketing (DSM) agency
Football
Sponsorship & Marketing

German football club TSG Hoffenheim has extended its main shirt sponsor contract with global software company SAP
Esports
Sponsorship & Marketing

German esports team Fokus Clan has signed up multi-national Zurich Insurance Group to its growing sponsorship portfolio
Football
Marketing

The Infront agency has renewed its exclusive agreement with FSV Mainz 05 to sell sponsorship and pitchside advertising rights, along with hospitality packages
Tennis
Events

Healthcare provider Noventi has agreed an early extension to its title sponsorship of the Halle Open, Germany’s leading tennis tournament on the men’s ATP Tour and a traditional warm-up event for the Wim…
Football
Sponsorship & Marketing

German football club RB Leipzig has added light-alloy wheel brand AEZ to its sponsorship portfolio. AEZ is the premium brand of Austrian industrial and trading firm Alcar Group