TSG 1899 Hoffenheim extends grandstand Naming Rights deal with MVV Energie

Bundesliga club TSG 1899 Hoffenheim has extended its Naming Rights deal with MVV Energie at the Wirsol Rhein-Neckar-Arena until the end of the 2020-21 season.

MVV Energie, a German energy supplier based in Manheim, is one of five brands with a sponsorship presence at the TSG stadium.

As part of the deal, MVV Energie will continue to hold the Naming Rights to the grandstand, and will keep its company logo mounted on the façade of the arena.

Wirsol, a rival energy brand based in Waghäusel, holds the Naming Rights to the stadium, for which it is understood to pay around €1.2m per year.

Among the other brands with an advertising presence on the façade of the arena are software corporation SAP – which is also TSG’s main shirt sponsor – cement producer, Heidelberg Cement, and sugar manufacturer, Südzucker.

Sports Sponsorship Insider understands that TSG generates around €2.8m in revenue per year from its five stadium partners, with the four smaller brands reportedly paying €0.4m per year for their respective partnerships.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.