Germany
Hannover on the move with Continental extension
Tyre manufacturer Continental has renewed its partnership with German Bundesliga football club Hannover 96.
German Athletics Federation secures support from new partner
German orthopaedic aids manufacturer Bauerfeind has agreed a one-year partnership with the German Athletics Federation (DLV).
Volkswagen commits to DEL club
German automotive manufacturer Volkswagen has elected to continue its partnership with Grizzlys Wolfsburg, which competes in the Deutsche Eishockey Liga, the top division of ice hockey in Germany.
Schalke renews Roller partnership
German Bundesliga football club Schalke has extended a partnership with furniture and interior design company Roller.
Basketball Bundesliga clubs extend with top-tier partners
German Basketball Bundesliga clubs Ratiopharm Ulm and the Giessen 46ers have opted to extend commercial deals with top-tier partners.
Audi revs up Four Hills partnership
Automotive manufacturer Audi has been unveiled as the presenting sponsor of the Vierschanzentournee ski jumping series.
Title sponsor signs on for snooker’s German Masters
World Snooker, the sport’s international governing body, has confirmed Asian online gaming and entertainment platform 918.com as the title sponsor of next year’s German Masters event.
Top German clubs to cash in on sleeve patch rights
The decision of the German football league, the Deutsche Fussball Liga, to open up the shirt sleeve patch sponsorship to individual clubs will be of significant benefit to a small handful of top Bundesliga clubs, particularly Bayern Munich.
Handball Bundesliga club extends with main sponsor
German Handball Bundesliga team TBV Lemgo has extended its shirt sponsorship deal with electrical goods manufacturer Phoenix Contact.
DFL opens up shirt sleeve sponsorship to Bundesliga clubs
The German Football League (DFL) will open up a new sponsorship opportunity to Bundesliga and 2.Bundesliga clubs from the 2017-18 season after electing to end its central marketing approach for branding on the shirt sleeves of players.
Goodyear makes tracks with Bayern Munich
German Bundesliga football club Bayern Munich has entered into a partnership with US tyre manufacturer Goodyear.
Hamburg 2024 signs up supermarket partner for Olympic bid
German supermarket chain Edeka Group has agreed a deal to become the first partner of Hamburg’s bid to host the 2024 summer Olympic Games.
Borussia Dortmund drinks to Brinkhoff extension
German Bundesliga football club Borussia Dortmund has agreed a long-term extension to its partnership with locally-based brewery Brinkhoff.
Bayern eyes €180m per season from sponsorship
German Bundesliga Club Bayern Munich’s Premier Partner deal with German banking group HypoVereinsbank last month was its seventh deal in 2015, the fifth involving a renewal with an existing partner as part of a major overhaul of the club’s sponsorship model.
DOSB raises a glass to Krombacher partnership
The German Olympic Sports Confederation (DOSB) has agreed a new partnership with the Krombacher brewery that is set to extend through to the 2020 summer Olympic Games in Tokyo, Japan.
Bayer Leverkusen wagers on Tipbet sponsorship
Online betting company Tipbet has stuck a deal to become a sponsor of German Bundesliga football club Bayer 04 Leverkusen.
Asics extends long-running association with Frankfurt Marathon
Japanese sports equipment and footwear provider Asics has agreed a five-year extension to its contract as the main sponsor of the Frankfurt Marathon.
Hoffenheim confirms SAP extension
German Bundesliga football club TSG Hoffenheim has confirmed that it has extended its sponsorship deal with software giant SAP.