The Infront sports marketing agency will continue as the exclusive marketing partner for German soccer’s SV Werder Bremen until at least 2036 after striking an early extension with the top-tier Bundesliga club.
The new deal comes despite Infront and Werder Bremen’s current contract already running until the end of the 2028-29 season – the pair's new deal extends that collaboration through the 2035-36 campaign.
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Infront, which started its partnership with Werder Bremen in 2008, will continue to market the club’s key commercial rights, including the primary and front-of-shirt sponsorships, as well as stadium-related rights, such as LED advertising boards, video walls, and additional advertising space at the home stadium, Weserstadion.
Revenue from these contracts is split equally between Werder Bremen, Infront, and Bremer Weserstadion GmbH (BWS)
Klaus Filbry, chief executive of Werder Bremen, has said: “The expansion of our collaboration with Infront is positive in every respect. We are very pleased that we were able to extend our long-standing partnership early and for the long term until 2036.
“This commitment is an important step towards ongoing consolidation – especially in light of the financial challenges facing BWS.”
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By GlobalDataThe main priority for Infront is to find the club a new stadium naming rights partner after real estate group Wohninvest ended its lucrative deal five years early last year due to the company falling into bankruptcy.
Infront brokered that deal in 2019 after a two-year search, with Wohninvest acquiring the naming rights in a 10-year deal worth around €30 million ($33.7 million).
From July 2019 to June 2024, the stadium was renamed Wohinvest Weserstadion.
Marco Sautner, managing director of Infront Germany, added: “The early extension of our partnership with SV Werder Bremen is a strong sign of mutual trust and our shared vision to further develop the club's financial success.
“The Weserstadion is one of Germany's most iconic stadiums, and it is our goal to continue to create attractive marketing solutions that strengthen SV Werder in the long term.”
Infront also has tie-ups covering the marketing rights of German soccer sides FC Koln and Mainz.
It also has a media rights deal in place with the top-tier Bundesliga, which entails the agency managing the media rights portfolio of both the top-tier Bundesliga and second-tier 2.Bundesliga across a range of European territories, from the start of 2025-26 through 2028-29.
The package includes all 617 matches from the Bundesliga and 2.Bundesliga, as well as the annual German Supercup and the relegation playoff games between top and second-tier sides.
