Germany
Bundesliga trio sign sponsorship deals
German Bundesliga clubs VfL Wolfsburg, Werder Bremen and Mainz 05 have agreed sponsorship deals ahead of the new football season.
Macron signs kit deal with Basketball Bundesliga club
Italian sportswear company Macron has entered into a partnership with German Basketball Bundesliga top-tier club MHP Riesen Ludwigsburg.
WWK adds stadium naming rights to Augsburg shirt deal
Financial services company WWK Versicherungsgruppe has expanded its sponsorship of FC Augsburg to take on the German Bundesliga football club’s stadium naming rights.
Bayern signs up Tipico as premium partner
Sports betting and casino games provider Tipico has become a premium partner of Bayern Munich, the recently-crowned champion of German football’s top-tier Bundesliga.
Alpecin: Increasing unit sales through sponsorship
German caffeine shampoo brand Alpecin measures the success of its cycling and football-based sponsorship portfolio solely in terms of unit sales.
DFB extends Flyeralarm deal for women’s team
Online printing company Flyeralarm has struck a deal with the German Football Association (DFB) to extend its partnership with the women’s national team.
Sportfive to continue marketing German Ski Association rights
The German Ski Association (DSV) has agreed a five-year extension to its partnership with Sportfive under which the agency will continue to market sponsorship opportunities for the governing body.
Barclaycard gets Hamburg Arena rights as O2 retreats
Payment services brand Barclaycard will replace the German arm of the telecommunications brand O2 as the naming rights partner to the Hamburg Arena at the start of July.
Rehband to support German handball body
Sports injury products manufacturer Rehband has struck a deal with the DHB, the governing body of handball in Germany.
Handball Bundesliga champion renews with lottery firm
Regional lottery company Lotto Schleswig-Holstein has renewed its sponsorship of German Handball Bundesliga team THW Kiel.
Bundesliga’s Mainz switches back to Lotto
German Bundesliga top-tier football club Mainz has secured a long-term kit deal with Italian sportswear manufacturer Lotto.
Festina on time with Schalke renewal
Swiss watchmaker Festina has signed an extension to its partnership with German Bundesliga football club Schalke.
Lagardère Unlimited pounces for German sponsorship agency
The Lagardère Unlimited sports marketing division of media conglomerate Lagardère has acquired German sponsorship agency Akzio! ajoint group.
Ingolstadt celebrates Bundesliga promotion with Media Markt deal
German football club FC Ingolstadt 04 has signed a sponsorship agreement with consumer electronics store chain Media Markt.
German Athletics Federation signs up new main sponsor
The German Athletics Federation (DLV) has agreed a new deal to make healthcare brand Tetesept one of its two top-tier partners.
German DEL clubs renew main partnerships
Kölner Haie and Schwenninger Wild Wings, which both compete in the Deutsche Eishockey Liga, the top division of ice hockey in Germany, have unveiled extensions with long-term main partners.
Hamburg arena naming rights switch from O2 to Barclaycard
Payment services firm Barclaycard has enhanced its portfolio of naming rights partnerships with multi-purpose arenas by taking over the contract for the O2 World facility in Hamburg, Germany.
Hamburg celebrates Bundesliga survival with sponsor renewal
Bundesliga top-tier German football club Hamburg has sealed an extension to a partnership with Care-Energy.