The DFL German soccer body has today extended its commercial partnership with the Sportfive international sports marketing agency until 2029.
Through the renewed long-term agreement, the agency will continue to sell sponsorships for the top-flight Bundesliga and second-tier Bundesliga 2 relegation matches, and the season-opening German Supercup.
The DFL and Sportfive have been working together to market the matches since 2011.
The DFL announced in December that the Supercup has been renamed the Franz Beckenbauer Supercup in honor of the German soccer legend who passed away last year.
Sportfive claims the Supercup, which pits the previous season’s Bundesliga and DFB-Pokal cup winners, offers sponsors “a top-class premium platform.”
The relegation matches and Supercup will be broadcast live on commercial free-to-air broadcaster Sat.1 and pay-TV operator Sky Deutschland.
Peer Naubert, chief marketing officer of Bundesliga International, said: “The relegation matches and the Supercup are extremely popular around the world. In the last three years alone, we have doubled the number of broadcasts, meaning that we now reach over 25 million fans worldwide each season with these highly emotional matches.
“With Sportfive, we have an absolutely professional and reliable partner at our side. We look forward to continuing our successful collaboration in the long term and working together to set innovative trends in the marketing of our competitions.”
Christian Kothe, executive vice president at Sportfive Germany, added: “We are delighted to be able to offer brands such attention-grabbing marketing platforms in the future with the relegation and the Franz Beckenbauer Supercup for such exciting highlight matches, which often go down in Bundesliga history.”
