MediaMarkt, the German electronics retailer, will become the new shirt sponsor of top Dutch soccer club Feyenoord for the 2024-25 season.
The company will replace holiday park and home rental firm EuroParcs which has been featured on the front of the Eredivisie club’s shirts since 2021.
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The two parties have agreed a three-year deal – through to the conclusion of 2026-27 – believed to be worth around €20 million ($21.8 million) in total, according to Dutch outlet De Telegraaf.
This would make it a record shirt sponsorship agreement for Feyenoord and follows on from a record kit supply deal signed by Feyenoord last year with Castore, the UK sportswear brand.
The reigning Eredivisie champions are unlikely to retain their title this year as they currently sit second in the Dutch top-flight, 10 points behind leaders PSV Eindhoven.
The club is, however, on course to qualify for the elite pan-European UEFA Champions League club competition for a second consecutive year.
