Germany
McDonald’s quits German football, doubles down on esports
US fast food chain McDonald’s has followed carmaker Mercedes-Benz by quitting German football to focus on esports sponsorship.
Falken ups investment in club partnerships and media buys
Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…
Verimi adds Stuttgart to Bundesliga portfolio
Online security services company Verimi has signed its latest partnership in the Bundesliga, the top division of German club football, through a deal with VfB Stuttgart
Brose extends commitment to home of BBL giants
German automotive parts manufacturer Brose Fahrzeugteile has signed a five-year extension to its naming rights deal with the Brose Arena, home of the Basketball Bundesliga (BBL) club to which it also …
Liqui Moly returns to Four Hills Tournament
German automotive chemicals manufacturer Liqui Moly has signed up as a main sponsor of the Vierschanzentournee, the annual ski jumping showpiece otherwise known as the Four Hills Tournament
Engelbert Strauss joins road to EHF Euro 2020
The European Handball Federation has secured the first-ever presenting partner for the qualifying campaign to its men’s European Championship with German workwear manufacturer Engelbert Strauss signing u…
Hertha Berlin secures Verimi partnership
German Bundesliga football club Hertha Berlin has agreed a partnership with digital security company Verimi
HJC switches MotoGP title rights from France to Germany
Korean motorcycle helmet brand HJC has signed as title sponsor of the German MotoGP in 2019 and 2020 – extending its title presence in MotoGP to five years.
DFL and EA Sports team up for Bundesliga Player of the Month venture
The German Football League (DFL) has teamed up with licensing partner, video games company EA Sports, to launch the top-tier Bundesliga’s first official Player of the Month award.
FX brand transacts premium deal with Hertha Berlin
Online financial transactions platform EuropeFX has become a Premium Partner of Bundesliga club Hertha Berlin for one season
Bundesliga partnership pays off as TAG Heuer extends
Swiss watch brand TAG Heuer will remain an Official Partner and the Official Timekeeper of Bundesliga and Bundesliga 2, extending the partnership that has been in place since 2015-16
Bayern Munich turns up the heat in Viesseman regional deal
Bundesliga club Bayern Munich has turned up the heat in its sponsorship portfolio, after signing a new regional deal with German boiler manufacturer Viesseman.
DFL and EA Sports team up for Fifa video game league
The German Football League (DFL), the governing body of the Bundesliga and Bundesliga 2, has signed an agreement with video game publisher EA Sports to set up a German championship for the Fifa game series
German motor oil brand inks seven-figure deal with Chicago Bulls
German motor oil brand Liqui Moly has signed its largest ever US sports partnership, after inking a seven-figure deal with the Chicago Bulls.
Bayern Munich close to hitting the brakes on Audi, switching to BMW
Bundesliga champions Bayern Munich are reportedly close to signing a new sponsorship deal with German carmaker BMW, which could take over from rival brand Audi as the club’s Official Car Partner.
Historic adidas, German football partnership lives on
One of the longest-running partnerships in sport was renewed today, as the German Football Association (DFB) extended its kit supply deal with adidas.
RB Leipzig keeps on rolling with Volkswagen
Bundesliga club RB Leipzig has extended its premium partnership with Volkswagen Group until the end of the 2020-21 season.
TSG 1899 Hoffenheim extends grandstand Naming Rights deal with MVV Energie
Bundesliga club TSG 1899 Hoffenheim has extended its Naming Rights deal with MVV Energie at the Wirsol Rhein-Neckar-Arena until the end of the 2020-21 season