The German Football League (DFL) has signed a four-year extension to its sponsorship agreement with Krombacher.
The agreement means the German brewery will remain as an official partner of the Bundesliga through to the end of the 2016-17 season. The two parties first joined forces in 2008-09 with Krombacher citing football’s status as Germany’s most popular sport with the greatest public interest as the reason behind the extension.
Uwe Riehs, marketing manager of Krombacher, said: “We believe that the strongest professional league in Germany and the most popular, best-selling beer amongst Germans go together easily.”
Krombacher’s extension means it will continue alongside Adidas, EA Sports, Hermes, Sky, Grundig and Topps as an official partner of the Bundesliga. Jörg Daubitzer, CEO of the league’s commercial arm DFL Sports Enterprises, added: “With Krombacher we have a partner at our side whose strong brand fits perfectly with the Bundesliga. We look forward to continuing our successful relationship.”