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German football federation to lose SAP as sponsor

(Photo by Christof Koepsel/Getty Images)

The German Football Federation (DFB) is to lose software company SAP as one of its premium sponsorship partners.

German newspaper Bild indicated today (Thursday) that the sponsorship would not be extended when the current contract expires in March 2020, and SAP has subsequently confirmed that is the case. The deal dates back to 2013 and was extended in 2017.

The agreement with the DFB centeres on technological innovation designed to support the use of data and analysis by the German national team.

The loss of SAP represents another loss to the DFB’s sponsorship portfolio. It is still yet to fill its beer partner category after Bitburger departed last year. This was followed by the loss of fast food giant McDonalds, another long-standing sponsor, in November.

However, at the start of this year, online betting operator Bwin upgraded its sponsorship with the federation in a deal running until 2022. This was followed in June by renewals with fellow second-tier partner Deutsche Post and German supermarket REWE.

SAP is part of a pool of 11 sponsors that sits underneath main sponsors Adidas and Volkswagen. The other sponsors within the second tier are bwin, Coca-Cola, Commerzbank, Deutsche Post, Deutsche Telekom, Engelbert Struass, Flyeralarm, Lufthansa, REWE and Samsung.

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