Just a few years after it was regarded as one of the hottest sectors in football sponsorship, tyre industry spending has crashed by 69 per cent in the past five years across the four largest European football leagues. Faaez Samadi reports.

Hertha Berlin and sponsor Deutsche Bahn marked the 30th anniversary of the fall of the Berlin Wall with a limited-edition shirt and an advertising campaign with the tagline ‘We Do Not Accept Walls’.

In May, BMW pulled out of advanced sponsorship talks with Bayern Munich, citing trust issues and doubts around value-for-money

Online financial transactions platform EuropeFX has become a Premium Partner of Bundesliga club Hertha Berlin for one season

Swiss watch brand TAG Heuer will remain an Official Partner and the Official Timekeeper of Bundesliga and Bundesliga 2, extending the partnership that has been in place since 2015-16

Bundesliga club RB Leipzig has extended its international partnership with Korean solar energy brand Hanwha Q Cells. The partnership will run for two more years, until the end of the 2019-20 season

Global online betting platform Betway has strengthened its hand in the Bundesliga after striking a new deal with Hannover 96

Bundesliga club RB Leipzig has extended its premium partnership with Volkswagen Group until the end of the 2020-21 season.

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

German Bundesliga football club Hertha Berlin has signed a sponsorship deal with the Falkensteiner hotel group

German Bundesliga football club Schalke 04 has extended its partnership with insurance company R+V Versicherung

Social trading and multi-asset brokerage eToro has entered into a new partnership with German Bundesliga football club Eintracht Frankfurt

German Bundesliga football club FC Augsburg has named engineering company Bernd Siegmund as its new sleeve sponsor

Fortuna Düsseldorf will return to the German Bundesliga with a new-look stadium after gambling and gaming company Gauselmann Gruppe acquired naming rights to the football club’s home.

German Bundesliga football club SC Freiburg has unveiled prefabricated house manufacturer WeberHaus as a new premium sponsor

Bundesliga International, a subsidiary of the German Football League, and bookmaker Tipico have signed the first partnership between the league and a private betting company.

The German subsidiary of Spanish banking group Banco Santander has renewed its second-tier partnership with resurgent Bundesliga club Borussia Mönchengladbach in a five-year deal from 2017-18 to 2021-22. 

General Motors-owned car brands Opel and Vauxhall are reducing their presence in European football over the next 12 months, despite a new stadium naming rights deal with German Bundesliga club Mainz.