Lagardère Sports prolongs commitment to FC Augsburg

German soccer club renew marketing partnership until 2024.

Lagardère Sports prolongs commitment to FC Augsburg

Top-flight German soccer side FC Augsburg have agreed a long-term extension of their longstanding marketing partnership with Lagardère Sports.

The new deal, which runs until 30th June 2024, will see the sports agency continue to assist the Bundesliga outfit with acquiring sponsors, designing new sponsorship concepts and marketing the hospitality areas at the team’s WWK Arena.

The financial terms of the agreement have not been made public. Lagardère first became FC Augsburg’s marketing partner in 2006, and holds similar agreements with a host of other German soccer clubs, including Borussia Dortmund, Hertha Berlin and Hannover 96. 

Robert Schraml, FC Augsburg’s marketing director, said: “With Lagardère Sports, we have a longstanding and trusting cooperation which, among other things, represents a significant support for our business activities.

“It is nice that, after intensive but always fair discussions, we have found a common basis for the continuation of the cooperation and have been able to define new common goals. Therefore, we look forward to the future challenges, in which the satisfaction of our fans and partners continues to be the highest priority.

“By joining forces, we will face the uncertainties of the football business over the next few years against the background of being economically sound and competitive.”

Hendrik Schiphorst, executive vice president of football in Germany for Lagardère Sports Germany, added: “The early contract extension underlines how successful our cooperation with FC Augsburg has been so far. We are very pleased that we can continue this close partnership in the long term. We are convinced that with our large network, we will continue to develop regional, national and, where appropriate, international marketing opportunities.”

FC Augsburg moved up to seventh in the Bundesliga after their 1-0 win over Hamburg on Saturday. They play their next fixture away to Borussia Mönchengladbach on 20th January.