UK-based sports marketing agency Two Circles has secured a new partnership with the German Football Association (DFB) that will see its Kore platform support the governing body’s sponsorship program.
The agreement will see DFB adopt Two Circle’s Kore sponsorship and partner engagement platform to centralize its commercial inventory, allowing clearer tracking of its partnerships and their engagement with fans across the DFB ecosystem.
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Specifically, Two Circles said its platform will support visibility across the lifecycle of each of the DFB’s sponsorships, from planning and sales through to delivery and reporting, ensuring performance can be measured and documented clearly.
Henning Wegter, DFB director of partnership and sales, said: “We are looking forward to working with Two Circles and are firmly convinced that the KORE platform will optimize our commercial activities, professionalize our sales processes, and further strengthen our relationships with our partners.”
The DFB has a strong portfolio of sponsors, adding fashion and lifestyle brand Zalando in November to join carmaker Volkswagen in the main partner category. Google Pixel, meanwhile, is a major partner of the German women’s national team.
German sportswear giant Adidas is the DFB’s current kit supplier through 2026, with US brand Nike set to take over from 2027 to 2034, while other key partners include Coca-Cola, Deutsche Telekom, Marc O’Polo, Edeka, and Bitburger.
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By GlobalDataSebastian Kurczynski, director of Two Circles, said: “By bringing greater structure and data-led insight to sponsorship management, Kore will support the DFB to build a clearer view of their commercial inventory.”
The new partnership comes as Two Circles continues to bolster its client list, most recently securing a five-year partnership with Squash Media and Marketing, the commercial arm of the Professional Squash Association, to raise the profile of the sport in the build-up to its debut at the Los Angeles 2028 Olympic Games.
Last month, the agency was hired by the European Leagues, the body that represents the continent's top soccer leagues, to increase commercial opportunities for its member leagues as it looks to grow audiences and revenues, reach new fans, and strengthen fan engagement.
Most significantly, Two Circles is the exclusive sponsorship agency for pan-European soccer’s UEFA Women’s Football and the exclusive media sales agency for the UEFA Women’s Champions League for the 2025-30 commercial cycle.
That sponsorship program includes marketing rights for the 2029 UEFA Women’s Euro, the Women’s Champions League, UEFA Women’s Futsal Championship, the UEFA Women’s Under-19 and Under-17 Championships, and the #WePlayStrong marketing platform.
Other clients include Dutch soccer’s Eredivisie, England’s Women’s Super League, and elite motorcycle racing series MotoGP.
