Germany

German Ice Hockey League club Düsseldorfer EG has entered into a partnership with PSD Bank Rhein-Ruhr, the regional direct bank arm of domestic cooperative bank PSD Bank Group.

Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.

German Bundesliga football club Werder Bremen has entered into a partnership with Turkish airline Onur Air.

German Handball Bundesliga team SC Magdeburg has agreed a three-year extension to it kit supplier arrangement with handball apparel and equipment manufacturer Kempa.

Lighting manufacturer Osram has reached a multi-year agreement to become a premium partner of Deutsche Eishockey Liga ice hockey team EHC Munchen.

Hirmer Group has signed up as the formalwear partner of Bayern Basketball, the Munich-based top-tier German Bundesliga club.

Online binary options trading company EZTrader has agreed an initial two-year deal with the German Handball Federation (DHB) to become the main sponsor of its women’s national team.

Austrian free-to-air TV channel ServusTV has struck a deal to return as a main sponsor of the second edition of the outdoor German Hockey League (DEL) Winter Game on January 10, 2015.

German Basketball Bundesliga team Alba Berlin has reached deal to make telecommunications brand Otelo an official sponsor for the 2014-15 season.

Airline Lufthansa has sealed an extension to its official partner agreement with the German Football Association (DFB) until 2018.

The German Volleyball Federation (DVV) national governing body has entered into a new sponsorship deal with domestic health food company Layenberger Nutrition Group.

German Handball Bundesliga teams SG Flensburg-Handewitt and TBV Lemgo have signed sponsorship agreements with GCH Hotel Group and cushion manufacturer Melegant Design respectively.

Electrical goods retailer Expert Handels has signed a two-year extension to its partnership with German Bundesliga football club Hannover 96.

German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.

German automotive company Porsche has extended its partnership with the German Tennis Federation (DTB) ahead of the country’s participation in the final of this year’s Fed Cup women’s national team competition.

The Mercedes Formula One motor racing outfit has announced a multi-year extension to its team supplier partnership with German sportswear giant Puma.