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UPS signs on as new sponsor of German Supercup

Global shipping and logistics company UPS has agreed a deal to sponsor this weekend’s German Supercup football match between Bundesliga clubs Bayern Munich and Borussia Dortmund.

UPS will receive LED advertising exposure during the game, which takes place on Sunday at Dortmund’s Signal Iduna Park stadium. The company will also benefit from other promotional activities.

The Supercup traditionally pits the winner of the previous season’s Bundesliga against the defending champion of the DFB-Pokal knockout competition, but Bayern won both competitions last year. Dortmund will contest the Supercup having finished runner-up to Bayern in the Bundesliga and the DFB-Pokal.

UPS is a new sponsor of the game and will be joined by bet-at-home.com, Falken Tyre Europe, Hörmann, Lieferando, Sky, Targobank, Vodafone and Volkswagen, which each sponsored the Bundesliga relegation play-off matches at the end of the 2015-16 season. The deal, which was brokered by the Lagardère Sports Germany agency, marks UPS’s first major involvement in German professional football.

UPS last month signed a season-long sponsorship deal with Bundesliga club VfL Wolfsburg.