German Bundesliga football club Hertha Berlin has expanded its partnership with health insurance company AOK Nordost.
AOK has partnered with Hertha for the past 11 years, but will take on new rights for the 2019-20 season.
In addition to continuing to have shirt branding rights for Hertha’s youth teams, and main sponsor status for its esports team, the partnership will be supplemented by a large number of digital rights and, together with the club, a central content platform will be created entitled ‘Mach’ dich Hertha!’.
Daniela Teichert, designated chairman of the board of AOK Nordost, said: “The goal of ‘Mach’ dich Hertha!’ is about reaching fans and friends of football and encouraging them to adopt a healthy lifestyle.
“The appeal of Hertha BSC and the role model position players and junior players play is very important for us.”