German Bundesliga club Eintracht Frankfurt has extended its main shirt partnership with jobs-site Indeed.
The three-year deal, from 2020-21 to 2022-23, will bring Indeed’s association with the club to six years. The brand signed its initial three-year deal with Eintracht in 2017-18.
As reported in the European Football Sponsorship Report 2018-19, that deal is worth about €20m over the term, or €6.7m per season.
Paul D’Arcy, senior vice president of marketing at Indeed, said: ” Our mission at Indeed is to help as many people as possible find a job. The sponsorship contributed significantly to this. Our expectations have been fulfilled – 9.9m people in Germany know Indeed through sponsorship. Both the number of job seekers and businesses that advertise on Indeed jobs has increased.”
Axel Hellmann, member of the executive board at Eintracht Frankfurt, responsible for sales and marketing, added: “The partnership fits in with our aspiration to be a leader in the field of digitisation We have realised many successful campaigns together in the past two years. Indeed, has made a significant contribution to Eintracht’s overall positive development.”
Along with the partnership extension, Eintracht announced it will set up its US office on the premises of Indeed in New York. The office will add to the club’s Beijing subsidiary which launched earlier this year.
As reported in SportBusiness Professional in June, Eintracht’s New York office aims to grow the club’s fanbase, develop commercial partnerships, learn best practices from US sports teams and leagues, and establish four or five youth academies in the States.
The club already has US-focused social media accounts, which will now be run from New York.
Eintracht Frankfurt board member Axel Hellmann told SportBusiness: “New York is the best hub for us because it’s a financial capital, as well as Frankfurt, so they are closely linked. Philadelphia is also a partner city of Frankfurt, so there are many points we can go to on the East Coast.”
The New York office is expected to open by October.