Germany

Football

Siemens showcased its data and analytics expertise by recording and visualising the fan energy and emotion of matches at Bayern’s Allianz Arena.
Skiing
Events

Norwegian supermarket chain Coop Norge has broadened its presence in skiing by agreeing a deal to sponsor the next three editions of the International Ski Federation’s (FIS) Nordic World Ski Championships.
Bobsleigh/skeleton
Sponsorship & Marketing

The German Bobsleigh, Luge and Skeleton Federation (BSD) has extended and expanded sponsorship deals with logistics company DHL and health insurance provider Viactiv
Football
Sponsorship & Marketing

Sports brand Puma’s strategy of tying up major European football clubs to kit supplier agreements has generated a substantial new deal with Bundesliga club Borussia Dortmund.
Sailing
Licensing & Merchandising

German sportswear manufacturer Adidas and Italian fashion house Prada are partnering to produce limited edition footwear, including sailing shoes under Prada's Luna Rossa label
Basketball
Sponsorship & Marketing

The Euroleague Basketball governing body has signed a Germany-focused sponsorship deal with the Frutti Extra drinks brand
Football
Sponsorship & Marketing

Sports brand adidas expects 2019 to be a record year and “another important milestone towards achieving its 2020 targets” after posting its third quarter results.
Football

Borussia Dortmund was the first German club to pen an official partnership with the ByteDance-owned platform and launched it with a video-led challenge to boost user engagement and attract a new, younger generation of fans.
Football

The ‘Where Winners Feel at Home’ activation was built around the creation of a fully functioning hotel room – with pitch view – in Bayern’s Allianz Arena.
Football
Governance

The German Football League (DFL) has renewed the contract of Robert Klein, the chief executive of Bundesliga International, the league's international broadcast rights selling arm
Football
Sponsorship & Marketing

Global partnership marketing agency Lagardère Plus has been appointed by vehicle manufacturer Volkswagen to manage its hospitality and ticketing across its sponsorship portfolio in German football.
Football
Sponsorship & Marketing

Bayern Munich has named Los Angeles-based personalized nutrition company Vejo as its official sports nutrition smart blending device in North America, Germany, Austria, and Switzerland.
Football

Jobsite Indeed activated its Eintracht Frankfurt shirt sponsorship through multiple initiatives including ‘Job of the Match’, which introduced supporters to behind-the-scenes jobs within the club.
Football
Licensing & Merchandising

German Bundesliga football club Bayern Munich has become the first partner for a new blockchain-based venture from fan engagement and monetisation company Stryking Entertainment
Triathlon
Sponsorship & Marketing

The German Triathlon Union (DTU) has expressed its unease over pain relief brand Aleve’s sponsorship of the 2019 Ironman World Championships, which take place in Hawaii tomorrow (Saturday).
Football
Sponsorship & Marketing

The German Football Federation (DFB) is to lose software company SAP as one of its premium sponsorship partners
Tennis
Events

The Halle Open, Germany’s leading tennis tournament on the men’s ATP Tour and a traditional warm-up event for the Wimbledon Championships, remains in talks to secure a new title sponsor as it prepares for…
Football
Governance

Denni Strich, a leading commercial executive at the German Football Federation (DFB), is leaving the national football federation after nearly 18 years in various positions