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SBD Global/June 19, 2014/Marketing and Sponsorship

Deutsche Lufthansa Signs Five-Year, $6.8M Sponsorship Deal With Eintracht Frankfurt

German airline Deutsche Lufthansa "has signed a five-year sponsorship deal with Bundesliga club Eintracht Frankfurt," according to BILD. The deal has an estimated value of €5M ($6.8M). In addition to the millions, the club "will receive non-cash benefits such as free flights." Lufthansa "has been a partner of the club since Aug. '08." The increased sponsorship "is reportedly a move by Lufthansa to keep Arabic airlines from partnering with the club." The club "held corresponding talks during its last two training camps in Abu Dhabi." The new deal "is expected to be officially announced next week" (BILD, 6/18).
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