German Bundesliga football club Hamburg SV has agreed a three-year deal to make health insurance provider Hanseatische Krankenkasse (HEK) its new health partner.
The partnership, which was brokered by the Sportfive agency, is effective from the 2015-16 football season and runs through until the conclusion of the 2017-18 campaign.
Hanseatic will play an active role in assisting Hamburg’s Hamburger Weg social initiative and the club’s football school – the largest in the Bundesliga.
The health specialist will offer lifestyle and dietary advice to students at the Hamburg school, along with their parents.
HEK chief executive Jens Luther said: "Together with the HSV we would like to draw attention to the increasingly important issue of health prevention as well as increasing our brand awareness. We have planned a variety of actions with HSV which are meant to give the fans a healthy lifestyle through sports and healthy diet."