German 2. Bundesliga football club Hamburger SV has renewed its sleeve sponsorship deal with the Popp Feinkost delicatessen.
Popp Feinkost has served as Hamburg’s sleeve sponsor since the start of the 2017-18 season, when the club was in the top-tier Bundesliga.
The company has opted to extend its backing of the club during its first-ever spell in the second-tier 2. Bundesliga and the new deal will run until the end of the 2021-22 campaign.
Popp Feinkost had previously extended its deal in July 2018 and the current contract was due to expire at the end of the 2019-20 season.
Under its original deal, the German firm was thought to be paying €1.5m ($1.67m) per year for the sleeve sponsorship.
Popp Feinkost also serves as the exclusive delicatessen partner of Hamburg and benefits from brand exposure through LED advertising boards and cam carpets at the Volksparkstadion on match days.
Alexander Schmolling, marketing manager of Popp Feinkost, said: “The sleeve sponsorship at HSV has a special significance for us as a brand and, in addition to increasing our brand awareness, also contributes to the visibility of the brand outside of our point of sale – the cooling rack. That’s why we would like to extend our successful partnership with the partners at an early stage and provide HSV with lasting support.”