Wiesenhof, the Germany-based poultry company, has been unveiled as a new sponsor of the DFB-Pokal, German soccer’s knockout cup competition, for the next four seasons.
The sponsorship deal, struck with the German Football Association (DFB), will cover both the men's and women's competitions starting in the 2026-2027 season.
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The agreement strengthens Wiesenhof’s relationship with the DFB as it already serves as a commercial partner of the German women’s national team.
Ingo Stryck, head of marketing at Wiesenhof, said: “We are delighted to deepen our partnership with the DFB. We have been supporting the German women’s national team since the summer of 2024.
“When the opportunity arose to sponsor the DFB Cup, we seized it. Sponsoring the DFB Cup offers us a high degree of exclusivity with outstanding audience reach.”
Holger Blask, chairman of the management board of DFB, added: "With Wiesenhof, we have gained a strong partner already established in sports sponsorship for the DFB Cup for men and women.
“Wiesenhof has been a reliable partner in sports for many years and is now extending this commitment to the DFB Cup. We look forward to expanding the partnership and working even more closely together.”
The poultry brand is an established sponsor in German soccer. The company was previously a long-time shirt sponsor of top-flight Bundesliga club Werder Bremen and was an official national partner of the UEFA Euro 2024 and UEFA Women's Euro 2025 national team competitions.
Last month, Sportradar, the sports technology heavyweight, extended its data and betting rights tie-up with the DFB for the DFB-Pokal.
The multi-year extension means that Sportradar will continue to hold exclusive data and streaming betting rights for the competition outside of the domestic market.
In other recent DFB-Pokal developments, German capital Berlin will continue to host the final of the cup competition until at least 2030 after renewing its long-standing agreement with the DFB in February.
