Germany

Ice Hockey
Sponsorship & Marketing

Discount supermarket chain Penny has extended its current contract with Germany’s top-flight ice hockey league by four years until the end of the 2027-28 season.
Multiple Sports
Industry Moves

Adidas has announced that its chief executive Kasper Rorsted will stand down in 2023, three years ahead of the end of his contract
Football
Sponsorship & Marketing

FC Bayern Munich has confirmed the early extension of its main shirt deal with Deutsche Telekom by five years to 2027
Football
Sponsorship & Marketing

German Bundesliga club Bayern Munich is reportedly close to signing a €200m ($206m) contract extension with main shirt sponsor Deutsche Telekom.
Soccer

In 2020-21, utility giant DEW21 leveraged its new partnership with Dortmund through an integrated campaign aimed at boosting brand sentiment, customer acquisition and positioning the company as a local patriot.
Football
Sponsorship & Marketing

Bundesliga club Hertha Berlin has expanded its association with real estate company CG Elementum to include sleeve sponsorship rights
Football
Sponsorship & Marketing

German Bundesliga club Bayern Munich has renewed its sponsorship agreement with software company SAP by three years until 2025
Football
Events

Bayern Munich commercial executive Andreas Jung has called on the German Football League (DFL) to stage the German Super Cup abroad in order to increase the league’s international presence and commercial a…
Football
Sponsorship & Marketing

German Bundesliga champions Bayern Munich have signed a major, multi-year sponsorship deal with software company Adobe
Football
Sponsorship & Marketing

German real estate developer AOC has become the shirt sleeve sponsor for Bundesliga club RB Leipzig (RBL), while men’s fashion brand Babista has upgraded to a similar deal at SC Freiburg.
Football
Sponsorship & Marketing

Workday, a provider of enterprise cloud applications for finance and human resources, has signed as a Premium Partner of Bundesliga club Borussia Dortmund
Football
Sponsorship & Marketing

Ligue 1’s Racing Cub de Lens has renewed its long-standing sponsorship agreement with car automotive retailer Groupe Lempereur.
NFL
Sponsorship & Marketing

Financial services group Deutsche Kreditbank (DKB) has signed on as an official partner of the National Football League in Germany and presenting partner of the American football league’s first regular-season g…
Soccer

In Summer 2020 FC Bayern Munich and automotive partner Audi created the club’s first ever ‘digital summer tour’ - which spanned multiple content formats tailored to international supporters. Built around the team’s preparation for the UEFA Champions League 2019/20 knock-out stages in July and August 2020 to connect to fans around the world.
Football
Sponsorship & Marketing

Online car retailer MeinAuto.de has become the new main shirt sponsor of top-tier German Bundesliga club Schalke 04. MeinAuto
Soccer

For the 2021/22 season, Siemens leveraged its FC Bayern partnership through a socially responsible video series called #Overcome. It saw a team of seven celebrity ambassadors share their own stories about the biggest challenges of their lives and how they overcame them. Spanning contemporary social topics to inspire viewers and fans not to give up no matter what challenges they have to #overcome.
Soccer

Running through Spring and Summer 2021, a joint initiative from FC Bayern Munich and youth football partner Volkswagen (VW) sought to reinforce their shared values, engage Gen Z and challenge the global talent search system. An initiative called the ‘FC Bayern World Squad’ which was a global young player talent search carried out primarily through social media and consumer/player content creation. It was backed up by digital training and climaxed with a Munich training base and a game against the club’s under-19 side, amplified via an online video series.
NFL
Sponsorship & Marketing

The National Football League's Kansas City Chiefs have appointed the Sportfive agency to help the grow the team's fanbase and commercial opportunities in Germany