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European handball champions bed down with new partner

Mattress and furniture retail chain Dänisches Bettenlager has agreed a three-year deal to become the new main sponsor of German Handball Bundesliga team SG Flensburg-Handewitt.

Dänisches Bettenlager’s deal with SG Flensburg-Handewitt – winner of this year’s European Handball Federation (EHF) Champions League – is effective from July 1 and runs until the end of the 2017 handball season. Terms were not disclosed.

Among the advertising exposure granted to Dänisches Bettenlager by SG Flensburg-Handewitt, the company’s branding will feature on the front of the team’s shirt.

Dänisches Bettenlager is the German subsidiary of Danish retail company JYSK and opened its first German store in Flensburg 30 years ago. It now operates 900 stores across Germany, employing 7,100 staff.