Germany
FC Augsburg hails landmark deal with main sponsor
German Bundesliga football club FC Augsburg has signed what it claims is the biggest deal in its history with insurance company WWK Versicherungen, extending its association as main sponsor and stadium…
Hoffenheim seeks sustainability benchmark with new stadium sponsor
German Bundesliga football club TSG 1899 Hoffenheim has agreed a new stadium naming rights partnership with waste management specialist PreZero
Mercedes and FC Köln set first with esports investment
Mercedes-Benz and FC Köln have today (Tuesday) claimed firsts by agreeing a takeover deal for German esports team SK Gaming.
Unibet maintains handball commitment with World Championship deal
Online gambling operator Kindred Group has agreed a deal for its Unibet brand to sponsor the ongoing men’s Handball World Championship.
Deutsche Telekom to title sponsor BBL Pokal
German telco Deutsche Telekom has agreed a deal for its MagentaSport service to become the new title sponsor of the BBL Pokal domestic basketball competition
Main sponsor extends commitment to Rhein-Neckar Löwen
German Handball Bundesliga club Rhein-Neckar Löwen has extended its partnership with main sponsor Löwen Entertainment.
Mainz completes Bundesliga sleeve sponsor set
Mainz 05 has become the final German Bundesliga football club to secure a sleeve sponsor through an agreement with Asian online betting operator QQ288
Hoffenheim smartens up with new fashion partner Falke
German Bundesliga football club TSG 1899 Hoffenheim has agreed a new partnership with fashion company Falke
German handball body renews with AOK
The German Handball Federation (DHB) has renewed a partnership with health insurance provider AOK.
The agreement will run until the end of 2021. The two parties have been in partnership since 2014
Falken backs Handball World Championship
Falken Tyre Europe has agreed a deal to sponsor the 2019 men’s Handball World Championship, which will be co-hosted by Germany and Denmark.
European Football Sponsorship Report 2018-19: Overview
SportBusiness Sponsorship has conducted extensive research into partnerships across the top five leagues in European football, covering over two thousand deals
European Football Sponsorship Report 2018-19: Bundesliga
[tableau width=1200px height=727px view=EFSR2018leagues/Bundesligacentraldash]
Audi invests in FIFA esports, partners with Fokus Clan, FC Ingolstadt
German carmaker Audi has signed new esports partnerships with Fokus Clan and FC Ingolstadt 04, two of Germany’s biggest Fifa teams.
McDonald’s quits German football sponsorship, refocuses on esports
US fast food chain McDonald’s has quit German football sponsorship to focus on esports, following a similar path taken by carmaker Mercedes-Benz last year.
RB Leipzig fuels sponsor portfolio with Total deal
German Bundesliga football club RB Leipzig has agreed a new partnership with French oil and gas company Total
Porsche Motorsport smartens up with Hugo Boss
German automotive marque Porsche has agreed a multi-year partnership with fashion company Hugo Boss encompassing its array of motorsport activities
Fraport extends commitment to Eintracht Frankfurt
Eintracht Frankfurt has agreed a three-year extension to its partnership with airport operator Fraport, a former shirt sponsor of the German Bundesliga football club
Bitburger pours extension with local Bundesliga club
German Bundesliga football club Mainz 05 has agreed a two-year extension to its partnership with brewery Bitburger