Following on from Allianz upgrading its relationship with the DFB, the automotive giant will remain as the organisation’s top sponsor through to 2018. The announcement sees the DFB lockdown both its lead partners to long-term extensions, with Adidas having already signed through to 2018. Financial details of both deals have not been disclosed.
“It was both sides desire to stay together through to the 2018 World Cup in Russia,” said DFB general secretary Wolfgang Niersbach. “As our contract with Adidas also runs through to 2018, our group now has the certainty that its two main commercial partners, the general sponsor and the general supplier, remain on-board for the long term. In international sport I can think of no other example where such a long relationship has taken place at this high level.”
Dr Dieter Zetsche, CEO of Mercedes-Benz’s parent company Daimler AG, added: "The collaboration between Mercedes-Benz and the German Football Federation rests on a strong foundation – the shared values of responsibility, excitement and perfection. These are also the best conditions for future successful co-operation."
