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Allianz scores first with Women’s Bundesliga deal

Multinational financial services company Allianz has agreed a five-year deal to become the first title sponsor of the German Women’s Bundesliga club football competition.

Allianz struck the sponsorship deal, which will run from 2014-15 to 2018-19, with the German Football Association (DFB).

The competition will now be known as the Allianz Women’s Bundesliga in what is the first naming rights agreement for a DFB event.

Allianz will also benefit from branding at all Bundesliga stadiums as well as on the jersey sleeves of all players in the league.

The company will continue to serve as title sponsor of the Allianz Girls Cup, a competition that welcomes youngsters from across Germany.

Wolfgang Niersbach, president of the DFB, said: “This agreement is a milestone in the development of women's football and in particular the Women's Bundesliga. We offered the naming rights to the league for the first time because clubs can benefit from the money, which flows almost exclusively into their coffers to support further development of their operations.”