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SAP strengthens Hoffenheim partnership

German software giant SAP has signed a three-year extension, from 2013-14 to 2015-16, to its commercial partnership with 1.Bundesliga football team TSG 1899 Hoffenheim, upgrading its relationship to become the club’s new main sponsor.

In addition to shirt sponsorship rights and perimeter advertising at the club’s Wirsol Rhein-Neckar-Arena, SAP will also receive marketing packages in the shape of video wall, print and online advertising as well as presence in the stadium’s hospitality area.

SAP co-founder Dietmar Hopp provided the financial backing that allowed Hoffenheim to climb from the fifth tier of German football in 2000 to the 1.Bundesliga in 2008-09. The club finished 16th in the top division last season.

Jochen Rotthaus, Hoffenheim’s sales and marketing director, said: “With the presentation of our strong partner SAP as the new main and shirt sponsor, we make a huge step in a new phase of commercialisation of our club.”