Germany

Football

German Bundesliga 2 club Fortuna Düsseldorf has today (Wednesday) presented a groundbreaking plan, backed by sponsorship revenue, which is set to grant fans free entry to games held at its Merkur Spiel-Arena.
Swimming

Speedo has announced a two-year deal to become an Official Partner of the German Swimming Federation (DSV)
Football

The total revenue of German professional football has increased for the first time since the outbreak of Covid-19, with the second-tier Bundesliga 2 setting a new benchmark for the 2021-22 season, but…
Ice Hockey

The German Ice Hockey Federation (DEB) has extended and expanded its media and sponsorship rights agreement with telco Deutsche Telekom for a further four years
Football

German insurance firm Allianz has announced a 10-year extension to its sponsorship deal with Bundesliga club Bayern Munich
Football

Supermarket group Lidl has signed a multi-year agreement to become an Official Partner of Uefa Euro 2024 and the European Qualifiers leading in to next year’s national team football tournament in its h…
Multiple Sports

German sportswear company Adidas has warned that its operating loss for 2023 could total €700m ($738m) after it recently severed ties with rapper and fashion designer Kanye West.
Football

German sportswear manufacturer Adidas has extended its kit supplier deal with Bundesliga club Union Berlin
Football

The German Football Association (DFB) has announced domestic appliance maker Vorwerk as a sponsor of the German women’s national team ahead of the Fifa Women’s World Cup later this year.
Football

Tyre manufacturer Continental has enhanced its agreement with the German Football Association (DFB) by becoming a sponsor of the women’s national team for the next four years.
Handball

The European Handball Federation (EHF) has unveiled Liqui Moly as the latest sponsor of the men's EHF Euro 2024 national team tournament
American Football

German workwear manufacturer and retailer Engelbert Strauss has been named sponsor of the National Football League's Kansas City Chiefs, marking the first multi-year agreement by the 2023 Super Bowl participants…
Handball

Deutsche Bahn (DB), the national railway company of Germany, has made its first entry into international handball sponsorship by agreeing a deal to back the men’s EHF Euro 2024 national team tournament t…
Football

US-based investment firm Sixth Street Partners is reportedly among the firms preparing a bid for a share of the Bundesliga broadcast and commercial rights business as the German Football League (DFL),…
Football

In November 2022, an Audi employee experience activation celebrated its 20-year partnership with FC Bayern Munich via an internal competition that saw 30 Audi workers selected to drive the latest all-electric…
Football

German Bundesliga club Mainz 05 has further extended its deal with shirt sponsor Profine, a windows and doors manufacturer, with the pact already representing the longest-running association with a main…
Football

Bundesliga club Borussia Dortmund has named specialized sports channel Afizzionados as its inaugural regional partner in Mexico, becoming the latest European soccer club to align with the network
Football

The Sportfive agency has added VfB Stuttgart to its portfolio of Bundesliga clubs after striking a long-term deal to jointly sell sponsorship rights