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Penny doubles up in German ice hockey in deals struck with Sportfive and Infront

(Photo by Florian Pohl/City-Press via Getty Images)

German discount supermarket chain Penny has entered the sport of ice hockey by signing sponsorship contracts with both the German Ice Hockey League (DEL) and the German Ice Hockey Federation (DEB).

The brand becomes the first title sponsor of the DEL after signing a deal which grants it naming rights to the competition until the end of the 2023-24 season.

Sports marketing agency Sportfive brokered the deal, acting on behalf of the DEL.

In addition to the title sponsorship, the REWE Group-owned company is granted visibility across the jersey of each team, with its logo incorporated into the new league logo on the kit.

The deal will also afford Penny exposure in all DEL stadiums, including on the ice, on the so-called “kick plates” under the rinkside advertising, in the goals and on the referees’ kit. Access to DEL players for marketing opportunities will be included in the assets of the agreement.

Terms of the deal have not been announced but Cologne’s Kölner Express newspaper has reported that the agreement is worth €3m ($3.4m) per year.

In 2016, the Lagardère-owned UFA Sports agency signed a ‘multi-year’ deal to support sponsorship sales for the DEL. UFA Sports was subsequently renamed U! Sports and has now adopted the Sportfive name in a rebrand that followed the sale of Lagardère Sports.

The 2019-20 DEL season was cancelled in March due to the Covid-19 pandemic, with no winner of the league crowned for the first time in its 26-year history.

With regards to Penny’s contract with the DEB, the premium sponsor deal will also run until the end of the 2023-24 season.

The DEB agreement was brokered by the Infront agency.

The most prominent activation will see Penny’s logo advertised on the playing kit of both the men’s and women’s national teams. It will also gain significant exposure via other channels around international matches, including visibility on all communication platforms and printed materials.

The Infront agency recently renewed its long-running commercial agreement with the DEB until the end of the 2023-24 season and continues to represent the exclusive sponsorship and media rights, along with the merchandising rights, to Germany’s national teams.

DEB president Franz Reind, said: “With Penny as a premium partner, our top national teams for women and men and our long-term concept ‘Powerplay 26’ will receive a further boost.”

Marco Sautner, managing director of Infront Germany, said: “Penny’s commitment to German ice hockey underpins the positive development of the sport and its potential as a communication platform for brands.”