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Marketing and Sponsorship

Bundesliga Adds Atlas Schuhfabrik, Werkenntdenbesten, Orizon As Sponsors

The Bundesliga "secured three new sponsors" for its upcoming relegation and promotion playoff games, according to SOCCEREX. The league "teamed up" with shoe manufacturer Atlas Schuhfabrik, business comparison website Werkenntdenbesten, and job site Orizon, which previously sponsored the playoffs in '15. The new partners replace Lieferando, Media Markt, Sky and Vodafone, and join five existing sponsors. The three companies will be official partners for the Bundesliga, 2nd Bundesliga, and 3rd Liga playoff matches, and "will receive brand exposure during the games, along with permission to promote the season-ending contests across their digital platforms."

HEIDENHEIM: 2nd Bundesliga side Heidenheim unveiled technology company Voith as its new sleeve sponsor. The company has been a partner of the team since '09 in a deal which includes the naming rights for the club's Voith Arena, but "extended its agreement to include the company logo on the sleeve of team's playing shirts" (SOCCEREX, 5/23).

EINTRACHT FRANKFURT: Bundesliga side Eintracht Frankfurt signed a premium partnership agreement to make Deutsche Börse its financial center partner (Eintracht Frankfurt).

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