The German Football Association (DFB) intends to extend and expand its partnership with the Infront Sports & Media agency for the DFB Cup club competition.
The DFB said it intends to have Infront market the international and national media and advertising rights for the DFB Cup in an agency role.
The DFB will remain the rights holder to the knockout competition with the details of the agreement currently under negotiation by the management of both parties.
Philippe Blatter, president and chief executive of Infront, said: “We are convinced that through our usual close cooperation, we will build off of our previous marketing successes as well as exploit new commercial and media opportunities. The globalised sports world and the digital shift offer the DFB Cup, despite its already huge popularity, further growth opportunities. We will explicitly address these and continue to set standards for the premium brand DFB Cup.”
Infront initially partnered with the DFB Cup in a deal signed in January 2012. The two-year agreement, covering the 2012-13 to 2013-14 seasons, included international media rights sales of the DFB Cup and all home matches of the national team, including qualifiers and friendlies.
The deal excluded Asia, Oceania, selected Eastern European territories, the German-speaking market and the home market of the opponent for the national team matches.