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TSG Hoffenheim signs double deal

German Bundesliga football club TSG Hoffenheim has agreed a new partnership with global asset management company Columbia Threadneedle Investments and has signed a one-season extension to its deal with building materials retailer BENZ Baustoffe.

London-headquartered Columbia Threadneedle has agreed a one-season contract making it a new business team partner of TSG. Along with branding rights in the South Stand of the PreZero Arena, Columbia Threadneedle will be the presenting partner of the half-time and final scores on the club’s social media channels.

Florian Uleer, country head in Germany for Columbia Threadneedle, said: “This new partnership is another important step for Columbia Threadneedle as part of our local expansion strategy and our commitment to the German market.

“Football and our approach to portfolio management have in common that good teamwork is critical to success. Therefore, we decided to enter sports sponsorship in German football.”

BENZ Baustoffe, which has seven outlets in the Rhein-Neckar region, has partnered with TSG since 2007 and this association will now run through to June 30, 2020.

The contact entitles BENZ Baustoffe to extensive advertising and sponsorship components, including advertising space granting broadcast exposure at all Bundesliga home games, numerous opportunities for print and internet advertising, as well as hospitality services at PreZero Arena.