Sportfive, the international sports marketing firm, has extended its long-running marketing agreement with German soccer’s Hertha BSC.
The agency, which has been Hertha’s marketing partner since 1994, last extended its partnership with the 2. Bundesliga club in 2014, which saw it continue to manage the marketing of sponsorship and selected broadcast rights, along with managing hospitality sales and digital media services.
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That current deal was due to run through 2025.
Sportfive described its latest extension as a “relaunch” of its partnership that would see it collaborate with Hertha to improve the club’s sponsorship and hospitality marketing via the development of the on-site marketing team, as well as a data-driven approach to address new target groups.
Sportfive will also target partnerships with innovative sponsorship and hospitality products and activation concepts to expand the club’s presence.
Ralf Huschen, managing director of Hertha, said: “Over the past few months, we have intensively analyzed together what we can do even better in the future and how we can jointly advance Hertha BSC as partners.
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By GlobalData“This has resulted in a new partnership for both sides, and one that also marks a new level of quality in our partnership from an economic perspective.”
The new tie-up comes as Hertha prepares to welcome a new kit supplier for the 2025-26 season after ending its 25-year partnership with sportswear giant Nike in January, with UK-based Castore reportedly lined up as a replacement.
Hendrik Schiphorst, managing director of Sportfive Germany, said: “Hertha BSC was the first club with which we began our marketing partnerships, and it's wonderful that we will continue to shape the future together.
“We look forward to setting new impulses together with the club and further strengthening the economic foundation for future success.”
Hertha’s current main front-of-shirt partner is CheckCars24, which signed a three-year partnership with the club ahead of the 2024-25 season.
The club’s sleeve sponsorship with CG Elementum AG, a property developer based in Berlin, is due to expire on June 30.
The 2025-26 2. Bundesliga season starts on August 1.
