Germany

Latest Features

The Bundesliga is locked in a battle with other major European leagues for the hearts, minds, and eyeballs of fans around the world. Kevin Roberts examines some of the league's marketing efforts alongside the Der Klassiker match between Bayern Munich and Borussia Dortmund.

The influence of traditional sports executives is growing at esports rights-holders, leading to deeper partnerships with legacy media companies. Callum McCarthy reports.

The company behind a pilot study that tested 315 Bayern Munich fans for Covid-19 ahead of last month's Uefa Super Cup match believes it is possible to create rapid and safe testing programmes that will allow more spectators to attend live sports events. Ben Cronin reports.

There have been positive tests, protocol breaches and postponements, but nothing has been able to derail the project.

The Bundesliga's esports property is seen as a valuable tool with which to engage a younger fanbase and expand the reach of the league and its commercial partners. Story by Bob Williams.

German automotive manufacturer Audi has announced it will end its works commitment to electric racing series Formula E to pivot its motorsport strategy to rallying and endurance racing, starting with the…

Volker Spätgens, head of sponsorship at German Bundesliga club FC Schalke 04, is stepping down from his role after more than nine years.

German pay-television broadcaster Sky Deutschland has claimed a first by teaming up with telco O2 for what it claims will be the first end-to-end 5G transmission of a sports fixture in Europe

The German Bundesliga’s newest sponsorship deal, with multinational confectioner Mondelēz International, will help “promote the league to a broader audience” and the activation plans are significant, accord…

Features

As Bayern Munich have all but elected a new club president, Bob Williams takes a look at how the club's executive board is set to change in the coming seasons.

The Bundesliga’s head of APAC Kevin Sim is deep in talks with potential media-rights partners for the cycle from 2020-21. Kevin McCullagh talks to him about his expectations for the market.

Adam Nelson takes a closer look at how, through its sponsorship of the Women's Tennis Association, SAP's technology aims to analyse in-match performance.

Vodafone and the Bundesliga launched a world-first use of a 5G mobile network in Wolfsburg’s Volkswagen Arena on Monday night. Adam Nelson reports on how the technology can bring second-screen engagement to the match day experience.

With a former Infront executive under investigation for defrauding sponsors of the German Football Association, Frank Dunne explains how the scandal has affected both the agency and the already-embattled DFB, and how brands can ensure they're getting what they pay for from their partnerships.

German football has earned praise for its blend of ideological purity and commercial nous, but calls to reform restrictions on private ownership and investment are growing. With the Bundesliga’s media rights coming to market, Callum McCarthy explores how the league’s commercial performance over the next 18 months could shape its long-term future.

As clubs and rights-holders from across football continue to adopt more human and humorous voices on social media, representatives from AS Roma and the Bundesliga explain the commercial benefits that underpin the strategy.

Bundesliga International chief executive Robert Klein tells SportBusiness International how its new US department will help build its relationship with Fox Sports and why Bayern Munich made the league's entrance easier in the States.

What defines the strongest team identities in sport and is there a science to creating a compelling brand? In the first of a three-part series, Frank Dunne takes a look at German football club St. Pauli.

How the Bundesliga is putting quality above quantity in its digital and social media strategy.

A free report, commissioned from SportBusiness by the Budapest 2024 Olympic Games bid, surveying attitudes to, and media consumption habits around, the Olympic Games.

Stephen Cannon from the Atlanta Falcons and Scott O'Neil, CEO of the Philadelphia 76ers, were amongst the speakers when SportBusiness asked the questions at the Leaders Sport Business Summit.  

From Hamburg’s nein to the Roman ruins of Italy’s bid, why does the public appear to be increasingly sceptical of the benefits of its city hosting the Olympic Games? SportBusiness International investigates.

In 2014, Japanese carmaker Nissan agreed a partnership with the Uefa Champions League (UCL). The challenge was to create an integrated campaign that could be activated in over 90 countries, deliver a strong business impact and bring to life Nissan’s core brand pillars of 'Innovation and Excitement'.

SportBusiness International explores the reasons behind the collapse of Hamburg’s bid for the Olympics, and the impact on future bidding processes

Exclusive interview with Christian Seifert, president of German football's DFL, on Fifa’s dysfunctional football family, maintaining the Bundesliga's social functions in a competitive global market, and why he’s using clichéd stereotypes about Germans to succeed in China.

Welcome to the European Football Sponsorship Report 2015-16

Whether it be weddings on the hallowed turf of the Melbourne Cricket Ground, or afternoon tea in Lord’s Long Room, venue operators are looking for ever more creative ways to turn their sporting structures into fully operational commercial venues, open for business 365 days a year. Kevin Roberts provides a definitive guide to turning your white elephant into a home-for-all-occasions, as he finds out the most effective methods and common pitfalls of making your sports stadia about more than just sport.