Germany
Direct Line furthers Berlin ties with Hertha partnership
Hertha Berlin has agreed a two-year sponsorship deal with insurance company Direct Line as the club prepares to make its return to the 1.Bundesliga, the top tier of German football.
Tipico extends Hamburg partnership
Tipico has extended its exclusive partnership with German 1.Bundesliga football club Hamburg SV by an additional three years.
Seat and Nike get behind Eintracht Braunschweig’s Bundesliga return
German football club Eintracht Braunschweig has announced that Spanish car maker Seat will be its main sponsor, while Nike will be its kit partner, for the team’s return to the top-tier 1.Bundesliga in the 2013-14 season.
Businessman seeks to restore Hamburg stadium’s historic name
Klaus-Michael Kuehne, majority owner of international logistics company Kühne + Nagel, has expressed his interest in acquiring the naming rights to German 1.Bundesliga football club Hamburg SV’s stadium.
Hamburg set to lose stadium partner Imtech
Imtech has announced its intention to withdraw from its sponsorship commitments to three German 1.Bundesliga football clubs in a move that will bring an end to its stadium naming rights deal with Hamburg SV.
Mercedes-Benz: Interview with Lueder Fromm, head of global marketing communication for Mercedes-Benz Cars
Interview with Lueder Fromm on Mercedes-Benz's golf sponsorships.
Bayer Leverkusen ties up Salzburg tourism partnership
German 1.Bundesliga football club Bayer 04 Leverkusen has announced a new partnership with SalzburgerLand Tourismus, the tourism agency in Salzburg, Austria.
Dortmund keeps the beer flowing with Brinkhoff’s extension
German 1.Bundesliga football club Borussia Dortmund has furthered its historic ties with the Brinkhoff’s brewery by signing a five-year extension to its partnership with the firm.
Top German handball team extends sponsorship
German Bundesliga top-tier handball club SG Flensburg-Handewitt has extended its sponsorship deal with Danish financial services company Sparinvest.
German national team dresses to impress with Hugo Boss
The German Football Association has signed a three-year partnership with fashion house Hugo Boss.
SAP strengthens Hoffenheim partnership
German software giant SAP has signed a three-year extension, from 2013-14 to 2015-16, to its partnership with TSG 1899 Hoffenheim, upgrading its relationship to become the 1.Bundesliga football club’s new main sponsor.
Fraport takes off with German basketball deal
Airport operator Fraport has signed a long-term extension to its naming rights partnership with Frankfurt-based German Basketball Bundesliga club the Skyliners.
German BBL team changes identity under new partnership
German Basketball Bundesliga club BBC Bayreuth has secured its first naming rights partner in 18 years, with current partner Medi upgrading its relationship with the team.
Lebara connects with Dortmund for first football sponsorship
Lebara has marked its first major entrance into the football sponsorship market by signing a deal with Borussia Dortmund.
Hamburg toasts renewal of historic Holsten deal
Holsten has agreed a three-year extension to its long-running partnership with 1.Bundesliga football club Hamburg SV.