Germany
DFB renews major Volkswagen sponsorship, adds Klarna
The German Football Association is set to announce the renewal of its major sponsorship agreement with Volkswagen, SportBusiness understands.
Shorn of volleyball content, Sport1 shutters streaming platform
Sport1 is closing down its multi-sport streaming platform as it relinquishes the rights which have proved to be the backbone of the service
St. Pauli renews shirt deal with ‘social consciousness partner’ Congstar
FC St. Pauli has renewed its long-running main sponsorship deal with Congstar, championing the telecoms operator's "social responsibility" initiatives at a time of political uncertainty in Germany.
DAZN threatens legal steps in escalation of Bundesliga rights dispute
The row between the DFL and its incumbent broadcaster DAZN has escalated after the latter vowed to take legal action over the Bundesliga domestic tender, prompting a fiery response from the league.
Hertha Berlin on course for profit following 777 cash injection
Hertha Berlin BSC is on course to turn a profit for the 2023-24 season after a cost-cutting programme and the receipt ahead of schedule of a €22m ($23.4m) tranche of its investment from new owners 777 Partners.
Bundesliga domestic tender derailed by DAZN allegations
The domestic Bundesliga rights sales process has ground to a halt after DAZN, one of the bidders, accused the league of violating competition laws by not accepting its offer
World Handball Championships to remain in Europe until 2031
The 2029 and 2031 editions of both the men’s and women’s World Handball Championships will be held in Europe, extending the International Handball Federation (IHF)’s reliance on the continent as the host of its flagship events.
Shock as Nike ousts Adidas as Germany kit supplier
One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…
AWS focuses on AI in expanded Bundesliga renewal
Amazon Web Services has agreed an extension to its sponsorship agreement with the German Football League (DFL) that places a new emphasis on the company’s artificial intelligence technology.
Record Bundesliga revenues top €5bn to beat pre-pandemic levels
Total revenue in the top two divisions of German football broke the €5bn ($5.4bn) barrier for the first time in the 2022-23 season, with almost two-thirds of all clubs now operating in the black following the long-running impact of the pandemic.
Bayer Leverkusen to deploy PADS virtual advertising technology
Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.
Audi fast-tracks F1 plans with full Sauber takeover
German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026
DFL extends licensing agreement with Mondelez International
The German Football League (DFL) has announced an extension of its licensing deal with Mondelēz International as the confectionery company rolls out a different strategy to its approach in English football.
RB Leipzig cuts decade-long Nike ties with Puma deal
The Red Bull football group's long-running association with Nike will come to an end in June, after RB Leipzig, the senior club in the portfolio, signed a new kit supplier deal with Puma
Sport1 deal affords WEC heightened exposure in Germany
The FIA World Endurance Championship has increased its exposure in the German market through a new deal with Sport1
DFL to roll out tender documents after cartel office no-single buyer ruling
The German Football League (DFL) has been given the green light to begin sending official domestic tender documents to interested media companies after the Bundeskartellamt, the cartel office, officially…
Sportradar nets early extension to Bundesliga global betting rights deal
The German Football League (DFL) has agreed to an early extension of its global betting data and streaming rights distribution deal with Sportradar following talks with the industry's various aggregators
Half of Sport1 sold to Turkey’s Acunmedya for €30m
Turkish media group Acunmedya has bought a 50-per-cent stake in German sports broadcaster Sport1 for €30m ($32.5m) following an agreement struck with owner Highlight Communications.