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.
The decision of the German football league, the Deutsche Fussball Liga, to open up the shirt sleeve patch sponsorship to individual clubs will be of significant benefit to a small handful of top Bundesliga clubs, particularly Bayern Munich.
Jean-Claude Biver, chief executive of luxury watch brand TAG Heuer, pushed through the acquisition of sponsorship rights to the German football league “to correct a scandalous weakness” in the brand’s performance in Germany.
South Korean tyre manufacturer Kumho Tires will use its Bundesliga team deals to support its goal of becoming a top-ten tyre company over the next two years.
Trading company EZTrader is using football as a tool to strengthen its brand image in Europe and help the company to expand into new markets, Shimon Citron, chief executive at EZTrader, told Sports Sponsorship Insider.
German football’s Bundesliga will earn around €35.55m ($47.6m) from its central sponsorship partners in the 2013-14 season, a 28.3-per-cent increase on the 2012-13 season.