German Bundesliga football club SC Freiburg has agreed a five-year stadium naming rights deal with local tourism authority Schwarzwald Tourismus.
Under the agreement, Freiburg’s Dreisamstadion will become the Schwarzwald, or Black Forest, Stadion, having been known as the Mage Solar Stadion under its previous naming partnership with the solar power and panel specialists, which ran from 2011 to 2014.
Bernd Dallmann, chief executive for economic development at Freiburg’s municipal tourism group, said: “With the new name Schwarzwald-Stadion, (Freiburg) makes a real step away from a short-term brand or company name and towards a sustainable, place-based name. We plan to establish the new, traditional stadium name in the long term.”
Financial terms for the deal were not disclosed and it is subject to receiving approval at a meeting of Freiburg city council on October 7.
Schwarzwald Tourismus joins a host of brands associated with Freiburg that are also related to the Black Forest region.
The project partners include civil engineering and development firm Schleith Gruppe, temperature control specialist Julabo, hydraulic cylinder manufacturer AHP Merkle, cured meats producer Familie Wein and leisure and recreational activities provider Hochschwarzwald Card.