Germany

The German Football Association has signed a three-year partnership with fashion house Hugo Boss.

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.

Airport operator Fraport has signed a long-term extension to its naming rights partnership with Frankfurt-based German Basketball Bundesliga club the Skyliners.

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 has marked its first major entrance into the football sponsorship market by signing a deal with Borussia Dortmund.

Holsten has agreed a three-year extension to its long-running partnership with 1.Bundesliga football club Hamburg SV.

IT software company SAP became the sixth Premium Partner of the Deutscher Fussball Bund, the German football federation, in March in a five-year deal to the end of 2017, thought to be worth around €2m (…

OTTO BOCK HEALTHCARE extended its worldwide partnership with the International Paralympic Committee (IPC) through to the 2016 edition of the Paralympic Games in Rio de Janeiro, August 30

A CAMPAIGN to raise the profile of the Allianz Arena name ahead of the UEFA Champions League final in May could point the way for other venues stripped of their sponsor deals when hosting major international…

IN OCTOBER 2011, the Germany-based global trye company Continental, signed as a global sponsor of UEFA EURO 2012 in Poland-Ukraine and UEFA EURO 2016 in France