Germany
Google signs up as DFB women’s national team sponsor
The German Football Association (DFB) has announced Google as a new sponsor of the women's national team in a three-year deal
Hamburg extends Adidas kit supplier deal
German football club Hamburger SV has announced that Adidas has renewed its agreement to be the club's official kit supplier for five more years
Head of international affairs sought to grow Bayer 04 profile
German Bundesliga club Bayer 04 Leverkusen is recruiting for a head of international affairs as it looks to build out a global commercial strategy
Fortuna CEO: Sponsors will embrace pioneering ticketing initiative
Fortuna Düsseldorf chief executive Alexander Jobst is adamant brands will pay more for the privilege of being associated with the club, as the spotlight shines on the commercial department in the wake …
My Diesel Claim takes on World Cup of Darts title sponsorship
Law firm Pogust Goodhead has agreed a deal with the Professional Darts Corporation (PDC) to promote its My Diesel Claim service through title sponsorship of the 2023 World Cup of Darts
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