Germany

Features

Soft drinks company Coca-Cola has signed a three-year deal with the Deutscher Fussball Bund (DFB), the German football federation. The deal completes the organisation’s sponsorship roster until mid-2015.

Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.

German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

Chemicals company Evonik Industries is using its sponsorship of Bundesliga club Borussia Dortmund to raise awareness of the business-to-business brand in Germany and, increasingly, internationally.

Chemicals company Evonik Industries has extended its main shirt deal with the club for a further 11 years.

State-owned Dutch bank ABN AMRO is set to overhaul its sponsorship strategy in the summer of 2014 and stablise its focus on partnerships with properties in the Netherlands, Ernst Boekhorst, manager of sponsoring and events at ABN AMRO and director of the ABN AMRO foundation, told Sports Sponsorship Insider.

British Athletics, the UK governing body for athletics, and its German counterpart, the Deutscher Leichtathletik-Verband (DLV), have given mixed responses to the question of whether hosting upcoming World and European Championships have helped generate increased sponsorship revenue.

German football’s Bundesliga will earn around €35.55m ($47.6m) from its central sponsorship partners in the 2013-14 season, a 28.3-per-cent increase on the 2012-13 season.

German car brand Mercedes-Benz aims to use its golf sponsorship assets to drive sales of new models as part of a plan to increase car sales by 60 per cent by 2020.

Lueder Fromm head of global marketing and communication at Mercedes-Benz answers SportBusiness' questions about the thinking behind the company's golf sponsorships.

IT software company SAP became the sixth Premium Partner of the Deutscher Fussball Bund, the German football federation, in March in a five-year deal to the end of 2017, thought to be worth around €2m (…

OTTO BOCK HEALTHCARE extended its worldwide partnership with the International Paralympic Committee (IPC) through to the 2016 edition of the Paralympic Games in Rio de Janeiro, August 30

A CAMPAIGN to raise the profile of the Allianz Arena name ahead of the UEFA Champions League final in May could point the way for other venues stripped of their sponsor deals when hosting major international…

IN OCTOBER 2011, the Germany-based global trye company Continental, signed as a global sponsor of UEFA EURO 2012 in Poland-Ukraine and UEFA EURO 2016 in France