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Hoffenheim extend PreZero stadium naming rights deal to 2025

(Photo by Patrick Reichardt/Pool via Getty Images)

German football clubs TSG Hoffenheim has extended its contract with stadium naming rights sponsor, environmental service firm PreZero, a member of the Schwartz Group which owns supermarket chains Aldi and Lidl.

The deal will now run until the end of the 2024-25 season, building on an association which first began in January 2019.

The initial agreement had been set to run for five years, until the end of the 2023-24 season and was worth around €3m ($3.4m) per season, as detailed by SportBusiness Soccer.

The deal also grants the brand a range of other assets, as well as offering promotion of Lidl’s mineral water brand ‘Saskia’.

The sponsorship is focused on promoting sustainability, aligning with the club’s sustainability strategy ‘TSG is movement’. One example of this is the implementation of the reusable cup system in the PreZero Arena, which can prevent the waste of a maximum of 500,000 plastic cups per season.

The news follows the recent extension of Hoffenheim’s sponsorship with gambling brand Interwetten.

SportBusiness Soccer details the full sponsorship portfolio of Hoffenheim and all other clubs in the top four divisions of European football, including details of values and duration.