The Beyond Hospitality firm has been appointed by the German soccer association (DFB) as its premium hospitality packages partner.
Through a three-year deal unveiled earlier this week, UK-based Beyond Hospitality – run by well-known hospitality industry executives such as Jaime Byrom – has snapped up rights previously held by the Sportfive agency.
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The tie-up encompasses both the marketing and sales of the DFB's hospitality offerings across its various matches, including men's and women's national team games, the DFB Cup finals (both men's and women's), and the Women's Supercup.
The first game from that list under the new deal is the FIFA Women's World Cup qualifier against Slovenia in Dresden, on March 3.
The DFB has said the aim of the deal is to "further develop hospitality as a holistic matchday experience," and specifically to work on the body's digital hospitality presence.
Byrom has commented: "Matches of the German national teams or a DFB Cup final are far more than just 90 minutes of football … Our aim is to create a hospitality experience together with the DFB that brings the match day to life in all its facets – exclusive, high-quality, and with an impact that lasts long after the final whistle."
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By GlobalDataByrom previously ran Match Hospitality, which had a deal with soccer's governing body FIFA as its most lucrative and significant contract, before founding Beyond Hospitality in December 2023.
Henning Wetzer, the DFB's director of partnerships and sales, added: "With the Beyond Hospitality Group, we have gained an excellent expert in hospitality marketing who combines international experience with new ideas and a large network. During the selection process, we were particularly impressed by their innovative approaches, their passion for football and the DFB, and their attractive business offer."
Earlier this month, the soccer body announced a partnership with the Two Circles agency, entailing that firm's Kore platform supporting the governing body’s sponsorship program.
Elsewhere in German soccer, heavyweights Bayern Munich have brought in Swiss renewable energy firm Hitachi Energy as a sleeve sponsor for their women's team.
Through a five-year deal unveiled yesterday, the Hitachi logo will adorn the sleeves of the Bayern women's team's shirts when they play in the UEFA Women's Champions League (UWCL) and Women's DFB Pokal cup competitions.
The agreement comes into effect immediately, and also includes – aside from the sleeve sponsorship element – "joint communication, storytelling, and matchday activations."
One of the first premium events where the branding will be present on the team's sleeves will be Bayern's UWCL home quarter-final clash in early April.
Jans-Christian Dreesen, chief executive at Bayern Munich, has said: "The collaboration with Hitachi Energy takes our women's sponsorship to a new level, and we are very happy to have gained this international technology leader and long-established company as a partner."
Andreas Schierenbeck, Hitachi Energy's CEO, added: "This partnership reflects our shared commitment to inspiring society, where both sport and electricity enhance quality of life for all."
Earlier this week, Bayern renewed their partnership with energy and climate solutions firm Viessmann ahead of schedule, in a deal that stretches across the entirety of the Bavarian club.
Bayern first partnered with Viessmann in 2018 in a deal focused on the Chinese market, but have since then expanded the arrangement.
