Germany
Bayern to tour Japan in latest Bundesliga-Sky PerfecTV initiative
German Bundesliga club Bayern Munich has announced a pre-season tour of Japan as the league looks to continue its brand-building efforts in the market in partnership with local media rights-holder Sky…
Ursapharm extends Bayern sponsorship in support of Hylo brand
German Pharmaceutical manufacturer Ursapharm has extended its sponsorship of Bayern Munich for another three years, from 2023-24 to 2025-26
Fortuna Düsseldorf launches landmark ticketing venture
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.
Speedo agrees two-year German Swimming Federation deal
Speedo has announced a two-year deal to become an Official Partner of the German Swimming Federation (DSV)
Bundesliga shows recovery signs but revenues down €326m on pre-Covid levels
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…
Deutsche Telekom expands German Ice Hockey Federation rights deal
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
Allianz extends Bayern Munich sponsorship to 2033
German insurance firm Allianz has announced a 10-year extension to its sponsorship deal with Bundesliga club Bayern Munich
Lidl signs on to sponsor home Uefa Euro 2024
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…
Adidas warns of €700m operating loss for 2023
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.
Adidas extends backing of high-flying Union Berlin
German sportswear manufacturer Adidas has extended its kit supplier deal with Bundesliga club Union Berlin
DFB adds Vorwerk as women’s team sponsor
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.
Continental adds women’s national team to DFB sponsorship
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.
Liqui Moly announced as EHF Euro 2024 sponsor
The European Handball Federation (EHF) has unveiled Liqui Moly as the latest sponsor of the men's EHF Euro 2024 national team tournament
Engelbert Strauss named first multi-year German sponsor of NFL’s Chiefs
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…
Deutsche Bahn to sponsor home EHF Euros
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…
Sixth Street ‘enters talks’ over new DFL commercial subsidiary
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),…
Closer than ever before – Audi and FC Bayern Munich
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…
Mainz extends record shirt sponsorship deal with Profine
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…