Germany

Football
Sponsorship & Marketing

Japanese sportswear and equipment company Mizuno has furthered its presence in football’s German Bundesliga by agreeing a new kit supply deal with FC Augsburg.
Skiing
Sponsorship & Marketing

Austrian mail-order company Personalshop has been announced as the new Presenting Sponsor of ski jumping’s Four Hills Tournament in a deal brokered by the Infront agency.
Football
Sponsorship & Marketing

Ahead of the 2022 Fifa World Cup in Qatar, German airline Lufthansa has extended its sponsorship deal with the German Football Association (DFB) until 2026
Soccer

To drive awareness of the challenges of dyslexia and other reading/writing disorders and support those who suffer from it amongst the Germany football community, Hamburger SV (HSV) rolled out an October 2021 guerrilla style campaign called ‘Dyslexia Jersey’ at a home game during ‘European Dyslexia Awareness Month’. A pair of jerseys with misspelt players’ names on the back were worn on the pitch during a game supported by television, in-stadium and social media explanatory content.
Football
Sponsorship & Marketing

The German Football Association (DFB) is taking its top-tier women’s football league title rights to market as the contract of the incumbent, online printing company Flyeralarm, is running out at the e…
Football
Industry Moves

Robert Klein, chief executive of Bundesliga International, is leaving the German league’s international rights sales arm to head up the football operations at IMG Media, SportBusiness understands.
NFL
Sponsorship & Marketing

The Tampa Bay Buccaneers have signed a strategic partnership with premium experiences company Legends, which is focused on helping the National Football League team achieve commercial growth in Germany, …
Motorsport
Sponsorship & Marketing

MotoGP owner and operator Dorna Sports has signed an extension to its sponsorship contract with lubricant manufacturer Liqui Moly
Football
Sponsorship & Marketing

The German Football Association (DFB) has signed up tyre manufacturer Continental to its sponsorship portfolio
Football
Sponsorship & Marketing

Workwear and safety products company Engelbert Strauss has strengthened its association with Uefa by becoming a sponsor of the 2024 European Championship in Germany
Motorsport
Sponsorship & Marketing

Malaysian oil and gas company Petronas has signed a multi-year extension to its title and technical sponsorship deal with Formula 1 motor-racing team Mercedes
Football
Esports

German football club Bayer 04 Leverkusen has announced a new sponsorship deal with online gaming brand Strikerz Inc. Strikerz Inc
Hockey
Sponsorship & Marketing

The German Hockey Federation (DHB) has appointed the Brand Galaxy Group and inMedias Kommunikation agencies to help sell sponsorship rights to next year’s EuroHockey Championship in the country.
Football
Fan Engagement

German Bundesliga club Borussia Dortmund has extended and expanded its content agreement with digital sports publisher Footballco as part of plans to increase its profile in India, Japan and Southeast…
Football
Sponsorship & Marketing

German Bundesliga club VfL Wolfsburg has signed up gambling platform Chillybets as a sponsor
Football
Fan Engagement

German Bundesliga club Borussia Dortmund (BVB) is to send a team of former players on a three-day tour of Vietnam as part of a promotional trip organised by the league’s media rights-holder in the country, N…
Football
Sponsorship & Marketing

German Bundesliga club Borussia Dortmund has signed up barbecue manufacturer Enders as a sponsor. The deal will run for the next three years, until the end of the 2024-25 season
Football
Fan Engagement

Fantasy sports game Sorare has become a third-tier premium partner of Bundesliga club Borussia Dortmund in a long-term contract