Daikin Germany, the regional subsidiary of the Japanese air conditioning giant, has today announced a deal to become the new title sponsor of German handball’s top-tier Handball-Bundesliga (HBL) from the 2024-25 season.
As of 1 July, the league, one of the strongest in Europe, will be known as the Daikin Handball Bundesliga under an initial two-year deal through the end of the 2025-26 season.
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The agreement with the Japanese brand, which was brokered by international sports marketing agency Sportfive, includes an option for a further three years.
Daikin will replace incumbent Liqui Moly, the German automotive lubricants brand that has held naming rights to the competition since the 2019-20 campaign.
Liqui Moly had taken over from DKB, the German financial services firm that had previously been the title sponsor of the HBL for seven seasons.
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The deal expands Daikin’s existing relationship with the HBL as it already serves as an official partner of the league.
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By GlobalDataThe company also sponsors the German Handball Federation.
Frank Bohmann, managing director of Handball-Bundesliga, said: “After a first, smaller step with Daikin in the current season, we are now taking a big step by granting the naming rights, from which every club will benefit. We are convinced that we will develop a strong partnership across all channels.”
As well as securing title sponsorship, Daikin will have its logo on the jersey sleeves of all players in the 18-team league, and on the sidelines and court floor, and enjoy an extensive presence across the league's digital platforms.
In addition, the brand’s logo will be visible in all Bundesliga arenas on exclusive corner cubes and on two floor stickers. The sponsorship package also includes the marquee HBL events – HBL Super Cup and Final4 for the DHB Cup.
Daikin will also receive extensive rights on the digital channels of all first division clubs, as well as the opportunity to create exclusive content.
HBL president Uwe Schwenker, said: “The acquisition of the naming rights by Daikin is a milestone for the Handball Bundesliga. The comprehensive commitment of our future main sponsor is also very economically attractive and unique in the history of German handball.
“This shows the great attractiveness of our Bundesliga at home and abroad. We welcome the fact that our naming rights partner is also involved with the DHB because the entire sport of handball benefits from this holistic approach.”
