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SBD Global/August 21, 2017/Marketing and Sponsorship

Four Bundesliga Clubs Sign New Partners Ahead Of '17-18 Season

Four Bundesliga clubs -- Hertha Berlin, Köln, Hamburg and Bayer Leverkusen -- announced new sponsorship deals. Köln, Hamburg and Bayer Leverkusen signed deals that include their first sleeve sponsorship for the '17-18 season. 

HERTHA BERLIN: Bundesliga side Hertha Berlin announced a one-year partnership with Carlsberg, according to SOCCEREX. The global brewer will serve as the club’s official beer partner for the '17-18 season in a deal which will "see the brand’s lager sold exclusively at 17 Bundesliga home games," in addition to all of the team’s Europa League home fixtures. Carlsberg will also benefit from "extensive brand exposure throughout Hertha’s Olympiastadion home ground, digital activations and the naming rights to the club’s recently launched ‘Carlsberg Fan Club’ VIP area." Carlsberg previously sponsored Hertha from '07-13 (SOCCEREX, 8/18).

KÖLN: SOCCEREX reported Bundesliga side Köln announced a new four-year partnership with DEVK. The insurance group will serve as the club's first sleeve sponsor through the '20-21 season. The company will also benefit from advertising space on pitchside LED boards at the club’s Rhein Energie Stadion. According to German sports industry outlet Sponsors.de, the agreement will earn Köln an annual €2M ($2.3M). The club is one of 14 Bundesliga sides to "recruit a sleeve sponsor" ahead of the '17-18 season (SOCCEREX, 8/18).

HAMBURG: SOCCEREX reported Bundesliga side Hamburg "secured a commercial agreement with Popp Feinkost." The salad and sandwich spreads producer, which is part of Wernsing Food Family, will be Hamburg's "exclusive delicatessen partner" and first sleeve sponsor from the '17-18 season. Popp Feinkost will also "have a strong brand presence through pitchside LED boards and step-and-repeat boards at the club’s home ground, the Volksparkstadion" (SOCCEREX, 8/18).

BAYER LEVERKUSEN: SOCCEREX reported Bundesliga side Bayer Leverkusen "entered into a commercial agreement" with the Westminster Group. The Brandenburg-based company, which specializes in property and property management, "will be Bayer’s new presenting partner" and first sleeve sponsor from the start of the '17-18 season (SOCCEREX, 8/18).
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