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MHP drives German basketball naming rights deal

IT services company MHP has agreed a three-year deal for the naming rights to German Basketball Bundesliga (BBL) club Neckar Riesen Ludwigsburg.

The team will be known as the MHP Risen Ludwigsburg from the start of the new BBL season, which begins on October 3.

The club’s logo has also been redesigned in order to integrate its new name, which it will keep until at least the end of the deal with MHP, which specialises in the automotive industry and is part of the Porsche group.

The new deal will extend MHP's existing partnership with the club, which last season included premium sponsorship of players and the naming rights to the club's Ludwigsburg Arena. The facility will continue to be known as the MHPArena under the terms of the new deal.