LOGISTICS SERVICE provider Hermes will become an official premium partner of the Bundesliga after agreeing a four-and-a-half-year deal with the German Football League (DFL).
The deal will begin in January 2013 and run through until the end of the 2016/17 season. In accordance with similar deals by other official premium partners (Sky, Krombacher, EA Sports, adidas, Grundig and Topps) Frontloaded estimates Hermes will pay the DFL between €5m and €8m per year.
Under terms of the agreement, the Hermes logo will appear on the left sleeve of all players in the first and second divisions of the Bundesliga during all DFL league matches.
Hamburg-based Hermes will also be charged with the transportation of the Bundesliga plate and to ensure its presentation to the title winners on the final day of the season.
Further, a trophy tour of the original plate through Germany's largest cities has been arranged, to be presented by Hermes.
“Due to its popularity, the Bundesliga is the ideal advertising platform to bring the Hermes brand and its integrated services closer to our clients. The sponsorship offers us a variety of attractive and publicly-engaging possibilities,” said Frank Iden, member of the executive board for Hermes Europe.
The deal was brokered by DFL Sports Enterprises, the wholly-owned subsidiary of the DFL responsible for all domestic and international sales of commercial rights of the Bundesliga.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG