Latest Features

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’.

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.

Germany's leading betting operator Tipico uses sponsorship of four Bundesliga clubs to further strengthen its brand, position the brand as the market leader in Germany and deliver attractive and passionate stories.

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


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.

The 98 clubs in the top five European football leagues – Germany’s Bundesliga, England’s Premier League, Spain’s La Liga, France’s Ligue 1 and Italy’s Serie A – will generate a combined €580m from main or pr…

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.

SPONSORSHIP REVENUE from the central partners of German football’s Bundesliga has grown by over 150 per cent in the last four years, and will increase further in 2013-14 when new deals with logistics c…