Germany

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

German Bundesliga top-tier football club Augsburg has extended its partnerships with local energy company Stadtwerke Augsburg (SWA) and car parts supplier Reinhard Kastner.

Speciality glass company Schott has entered into a partnership with German Bundesliga football team Mainz 05 for the 2014-15 season.

Turkish Airlines has expanded its football sponsorship portfolio by signing up as a new partner of German Bundesliga top-tier football club Koln.

German Ice Hockey League (DEL) team Hamburg Freezers has signed an extension to its sponsorship agreement with public transport company S-Bahn Hamburg.

German Bundesliga football champion Bayern Munich has agreed an enhanced six-year partnership, from 2014-15 to 2019-20, with global logistics company DHL.

German Bundesliga champion Bayern Munich has extended its sponsorship agreement with solar power company Yingli Green Energy.

Software manufacturer SAP has signed up as new platinum partner of German Bundesliga football club Bayern Munich.

German Bundesliga football team Borussia Dortmund has signed a five-year partnership with Austrian lighting company the Zumtobel Group.

German Bundesliga football clubs Hannover 96 and Hamburg have extended their partnerships with domestic food producer Bahlsen.

German Bundesliga football club FC Köln has extended its long-standing partnership with automotive manufacturer Ford into a 20th year.

Munich-based travel provider 5vorFlug has signed a two-year extension to continue as main sponsor of German Ice Hockey League (DEL) team Hamburg Freezers.

Chemicals company Evonik Industries is using its sponsorship of Bundesliga club Borussia Dortmund to raise awareness of the business-to-business brand in Germany and, increasingly, internationally.

Canadian bicycle manufacturer Argon 18 has agreed a three-year deal to become a title sponsor and bike provider to German ProContinental cycling outfit Team NetApp – Endura.

German Bundesliga football team VfB Stuttgart has signed renewed two-year sponsorship agreements with assembly products and consumables wholesaler Würth and automation specialist Fanuc through June 2016.

Plastics technology firm Becker Kunststofftechnik has signed an agreement to become a premium partner with German Handball Bundesliga team HBW Balingen-Weilstetten.