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Barmenia extends with Bayer 04 Leverkusen to 2022

Insurance company Barmenia Versicherungen has extended its main and kit sponsorship deal with Bundesliga club Bayer 04 Leverkusen for four more years. The extension with this season’s Champions League participants starts next season on June 30, 2020 and ends June 30, 2024.

The insurance group’s current contract with Bayer 04 runs from July 2016 to June 30, 2020 and is valued at about €6m ($6.7m) per year.

Frank Lamsfuss, marketing and sales director for the Barmenia insurance group, said: “We have successfully positioned ourselves as partners of Bayer 04 and have been able to significantly increase the perception of our brand.

“With the long-term continuation of this relationship we want to further strengthen this base and further exploit our market potential.”

Read this: European Football Sponsorship Report 2018-19: Bundesliga

Along with front-of-shirt branding rights, the contract between Barmenia and Bayer 04 includes comprehensive advertising presence at the BayArena on matchdays and activation rights around digital media and fan engagement.

The deal was negotiated by Lagardère Sports, the marketing partner of Bayer 04.