Germany

Football
Sponsorship & Marketing

Cryptocurrency platform Kraken has added the sleeve sponsorship of Bundesliga club RB Leipzig to recent deals in European club football as it continues its expansion in Europe
Football
Sponsorship & Marketing

Borussia Dortmund has announced a ‘record-breaking’ three-year deal with blockchain firm BlockDAG the day after expanding its relationship with crypto exchange Coinbase.
American Football
Sponsorship & Marketing

The NFL’s Seattle Seahawks has appointed the Infront agency as the franchise’s exclusive partnership sales partner in the DACH region of Germany, Austria, and Switzerland.
Football
Host Broadcast & Production

From a 10K world premiere to RefCam and in car-entertainment, the annual curtain-raiser in Leverkusen was the German Football League’s latest chance to show off its innovative side.
Football
Sponsorship & Marketing

MG Motor’s decision to upgrade its sponsorship of Bayer 04 Leverkusen after just eight months is illustrative of the club’s growing commercial clout after a stellar unbeaten domestic season.
American Football
Media

NFL Game Pass will be available on Amazon Prime Video as an add-on in several of the league's key international markets thanks to a deal struck by the service's global distributor, DAZN
Football
Media

The domestic media rights legal battle in Germany between the German Football League (DFL) and its incumbent broadcaster DAZN is set for a late September outcome
Motorsport
Finance & Law

Owners KW25 and Red Bull are said to be targeting a valuation of up to €500m for the WRC's commercial rights-holder.
Motorsport
Sponsorship & Marketing

Adidas is close to landing a deal with the Audi F1 team, which would mark its second agreement in the Formula 1 market with a major German manufacturer, SportBusiness can reveal.
Multi-sport
Media

Linear audiences in most major European markets dropped significantly for the men’s Olympic 100-metre final compared to the last summer Games in Europe as its ‘appointment-to-view’ status has been diluted due to various factors.
Multiple Sports
Industry Moves

Matthias Kirschenhofer has become the sole chief executive of German sports broadcaster Sport1 following the closure of a 50-per-cent equity stake sale to Acunmedya, the Turkish media group
Multiple Sports
Media

Sky Deutschland has secured the rights to the US Open tennis tournament after striking a comprehensive sub-licensing agreement with Sportdeutschland.TV, the streaming platform of DOSB New Media.
Football
Sponsorship & Marketing

Lidl’s activation around its sponsorship of Euro 2024 has been vindicated after the German supermarket chain derived the most consumer recognition of all sponsors, according to a recent YouGov study.
Basketball
Sports Betting

Germany’s 2. Basketball Bundesliga has amassed a betting rights package of at least 720 matches per season in a request for proposal (RFP) process that also includes the global broadcast rights, SportBusiness understands.
Handball
Media

Women’s handball has been delivered a major exposure boost in Germany after public broadcasters ARD and ZDF opted to buy the rights to the women’s Euros together with the men’s competition.
Multiple Sports
Sponsorship & Marketing

Indian tyre brands Ceat and BKT have served notice of their international ambitions, announcing sponsorship deals with German Bundesliga champion Bayer Leverkusen and The Hundred, the England and Wales…
Multiple Sports
Media

Sport1's licensing of “docutainment” programming and rollout of a sports reality format developed by co-owner Acunmedya is indicative of a major cutback in sports rights investment, according to one German market expert.
Basketball
Sponsorship & Marketing

US-based sporting goods manufacturer Baden Sports has made a move into the European market in a four-year official ball supply deal with Germany’s Basketball Bundesliga (BBL).