DFB renews SAP partnership

German soccer’s governing body signs three-year sponsorship extension.

DFB renews SAP partnership

The German Football Association (DFB), the governing body for soccer in Germany, has renewed its partnership with SAP.

The three-year extension will see the global software corporation remain a premium partner of the reigning world champions until the end of 2020. Additionally, the company’s logo will be given exposure during national team press conferences, training sessions and throughout hospitality areas at games.

The focus of the collaboration will be on processing mass data from matches and training in order to analyse the performance of players across all age groups. The deal marks the continuation of a partnership which first began in 2013.

The news comes shortly after the DFB opted to end its 45-year association with German car giant Mercedes-Benz in favour of signing a new five-year, €30 million (US$34 million) deal with Volkswagen. 

Oliver Bierhoff, general manager of the German national team, said: “We want strong and innovative partners such as SAP. Digital transformation has long been a part of football, and we must continue to be a global pioneer by working together with SAP on innovations for football.”