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Deutsche Telekom hitches DFB sponsorship renewal to media deals

Credit: Deutsche Telekom

Deutsche Telekom has extended its sponsorship of the German Football Federation (DFB) until 2024, allowing it to leverage the IP rights with existing media rights deals for major international tournament football.

Under the agreement, the company will continue to sponsor the DFB and the men's national team for the 2022 Fifa World Cup in Qatar and the Euro 2024 in Germany, offering extensive content from the national team's training camp and base camp to complement its match coverage. The telco has been awarded 'behind-the-scenes' media access and exclusive interviews as part of its new agreement.

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