Tedi upgrades to become Hertha Berlin’s main sponsor

European retail store chain Tedi has upgraded its partnership with Hertha Berlin to become the main sponsor of the German Bundesliga football club.

Tedi currently serves as Hertha’s sleeve sponsor under a deal agreed ahead of the 2017-18 season. Under the new three-year deal, its logo will feature on the front of the team’s shirts from 2018-19 to 2020-21. Tedi’s existing deal with Hertha was due to expire following the 2020-21 campaign.

Tedi will also benefit from TV-visible brand exposure in the backdrop of interviews and press conferences, along with other stadium-related advertising. The partnership includes digital activations and hospitality services, with Tedi to also support Hertha’s academy, kids club and the in-stadium family cam feature on match days.

Silvan Wohlfarth, chief executive of Tedi, said: “The chemistry between us is good so it was only natural that we expand our cooperation. Hertha and Tedi – these are two names that fit together. Both stand for commitment, team spirit and practicality.”

Tedi will replace online gambling operator bet-at-home as Hertha’s main shirt sponsor.