Germany

American Football
Sponsorship & Marketing

The National Football League (NFL) London Games has its third presenting sponsor in as many years after the signing of Brand USA, the official ‘destination marketing’ organisation for the United States.
Football
Sponsorship & Marketing

Uefa has completed its national sponsor tier for the men’s Euro 2024 tournament with the announcement of a deal with German poultry producer Wiesenhof.
Basketball
Sponsorship & Marketing

Following the recent strengthening of its ties with Infront, Germany’s Basketball Bundesliga (BBL) has extended its title sponsorship agreement with financial services company TeamBank.
Football
Sponsorship & Marketing

German beer company Bitburger has signed as an ‘Official National Partner’ of Euro 2024 – making the Bitburg-based brand the exclusive beer in all stadiums at the tournament. T
Football

Rwanda is continuing to back its strategy of using sports sponsorship as a tool to boost tourism and investment from Europe after agreeing another top-flight football deal, this time with Bayern Munich.
Football
Sponsorship & Marketing

Country tourism board Visit Rwanda has struck another high-profile football sponsorship after announcing a new five-year deal with Bayern Munich
Football
Media

German telco Deutsche Telekom has furthered its association with Euro 2024 by becoming a national sponsor of the event
Football
Sponsorship & Marketing

Asian-facing betting operator 6686 has added Bundesliga club VfL Wolfsburg to its bulging football sponsorship portfolio
Football
Sponsorship & Marketing

Paramount+ has become the new main sponsor of German Bundesliga club Union Berlin as it continues to use European club football to promote its streaming service across the continent
Football
Finance & Law

IT consultancy firm MHP, a subsidiary of Porsche, is set to take on naming rights to VfB Stuttgart’s home stadium as part of a wide-ranging agreement that could see the German automotive brand acquire a…
Football
Sponsorship & Marketing

German Bundesliga club Bayern Munich will not extend its sleeve sponsorship agreement with Qatar Airways into the 2023-24 season
Football
Sponsorship & Marketing

Online gaming company StarGames.de has agreed a deal to become the new training kit sponsor of German 2.Bundesliga football club Hannover 96
Football
Sponsorship & Marketing

The Sportfive agency strengthened its grip on German football by extending its marketing relationship with Bayer 04 Leverkusen until the end of the 2028-29 season.
Basketball
Sponsorship & Marketing

The Infront agency has strengthened its ties with Germany’s Basketball Bundesliga (BBL), signing an exclusive sponsorship sales agreement for the 2023-24 season.
Football
Sponsorship & Marketing

Bundesliga club Borussia Dortmund has struck an early extension to its partnership with the Sportfive agency, stating that the US will be a target territory for its international marketing efforts in the…
Football
Sponsorship & Marketing

Uefa has signed up Ergo as the latest national partner of Euro 2024 in a deal that makes the Germany-based insurance company a presenting partner of the competition’s volunteer programme.
Football
Sponsorship & Marketing

Deutsche Bahn, the national railway company of Germany, has agreed a deal to sponsor the Uefa Euro 2024 national team tournament, which will take place in its home country
Football
Sponsorship & Marketing

Consumer electronic device brand Google Pixel will become the new title sponsor of the Women's Bundesliga from start of the 2023-24 season