Germany

American Football
Sponsorship & Marketing

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
Sponsorship & Marketing

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
Finance & Law

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
Sponsorship & Marketing

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
Sponsorship & Marketing

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
Sponsorship & Marketing

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

The non-alcoholic brand of Desperados has become the first beer sponsor of the League of Legends EMEA Championship (LEC) through a deal making it a national partner for the German market
Football
Sponsorship & Marketing

Bundesliga club SC Freiburg has signed an expansion to its sponsorship agreement with bike leasing company JobRad, who will replace online automotive retailer Cazoo in the role of front-of-shirt sponsor…
Football
Sponsorship & Marketing

Cryptocurrency platform Coinbase has become a Premium Partner of Bundesliga club Borussia Dortmund in a deal brokered for the club by the Sportfive agency
Handball
Sponsorship & Marketing

Soft drinks giant Coca-Cola has agreed a deal to sponsor the German Handball Federation (DHB) in a deal brokered by the Sportfive agency
Ski Jumping
Sponsorship & Marketing

Mitsubishi Motors Germany has agreed a deal to sponsor the 2022-23 edition of ski jumping’s Four Hills Tournament.
Football
Sponsorship & Marketing

The German Football Association (DFB) has appointed IMG as its exclusive sponsorship agency for APAC to drive new opportunities for the organisation across the region
Golf
Sponsorship & Marketing

The DP World Tour and BMW Group have signed a five-year sponsorship extension that will see the German luxury car brand remain an official partner and the official car of the DP World Tour until the end…
Football
Sponsorship & Marketing

FC Augsburg has extended its relationship with the Sportfive agency by two years through to June 30, 2026, with the German Bundesliga club using the extension to reorganise its commercial department
Football
Media

An average audience of 9.2 million people tuned into German broadcaster ARD’s coverage of the 2022 Fifa World Cup match between Germany and Japan amid new protests against Fifa’s ban on ‘OneLove’ armbands.
Football
Sponsorship & Marketing

Supermarket chain REWE has suspended the activation of its German national team sponsorship “with immediate effect” in response to Fifa's banning of 'One Love' armbands at the World Cup in Qatar.
Football

Tyre brand will sponsor the German national team from 2023  The firm has bought the premium LED package for national team deals