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Hoffenheim confirms SAP extension

German Bundesliga football club TSG Hoffenheim has confirmed that it has extended its sponsorship deal with software giant SAP.

The agreement will run for four seasons, from 2016-17 through to 2019-20.

Under the deal, SAP will retain its position as the club’s main sponsor while company branding will continue to appear on the front of Hoffenheim playing jerseys.

SAP will also continue to work with Hoffenheim on various joint projects such as ‘SAP Sports One’, an initiative launched earlier this year to help the club better connect with supporters.

In addition, SAP will support the club’s various commercial partners through the creation and implementation of strategic projects and solutions.

SAP has established a strong affiliation with Hoffenheim as the firm’s co-founder, Dietmar Hopp, last year acquired a majority shareholding in the German club. The new ownership model came into effect from July 1 this year.