Deutsche Telekom-DFB deal held value in challenging market 

German national team player Thomas Mueller is interviewed by MagentaTV in Herzogenaurach, Germany, in 2021. (Photo by Marc Mueller/Getty Images)

Deutsche Telekom’s recent sponsorship renewal with the German Football Federation (DFB) held its value, despite difficult on-pitch and off-pitch conditions for the rights-holder.

SportBusiness understands from industry sources that the renewal is worth more than €3m ($3.2m) per season – about the same as the previous agreement – and was signed in 2021, when the national team was performing below expectations on the pitch and the German economy was suffering the economic effects of the Covid-19 pandemic.

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