Online car retailer Cazoo will become the new main partner and shirt sponsor of German top-tier soccer club SC Freiburg from the start of the upcoming 2022-23 season.

The new multi-year deal, announced today (April 13), extends shirt sponsorship rights across both Freiburg’s senior and under-23 teams.

Cazoo will also be a co-sponsor and sleeve sponsor of Freiburg's Women's Bundesliga team and a co-sponsor of its junior training center.

The brand will be afforded various advertising rights, including via TV boards and media backdrops at senior team home matches, exposure at junior team matches, and online.

As part of the partnership, Freiburg and Cazoo will collaborate on sustainability projects and campaigns.

Cazoo will replace Schwarzwaldmilch, a cooperative dairy local to Freiburg, as the club’s new main sponsor.

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By GlobalData

Schwarzwaldmilch was signed up in 2016 by Infront, the international agency that is the marketing partner of Freiburg, in a deal reportedly worth €3 million (then $3.4 million) per year and renewed in 2019.

Infront also brokered the new Cazoo deal.

The club also has a roster of second-tier exclusive sponsors and third-tier premium sponsors, as well as subsequent tiers of business, team, and hospitality sponsors.

Cazoo has been rapidly extending its reach into sports partnerships, with a shirt sponsorship of French outfit Olympique de Marseille announced at the end of last month (March).

It also has shirt sponsorship deals with English Premier League clubs Aston Villa and Everton, although it was recently announced that its agreement with the latter will not be renewed after this season.

In addition, the company, which was founded in 2019 by  British entrepreneur Alex Chesterman, recently expanded into Spain through shirt sponsorship deals with LaLiga clubs Real Sociedad and Valencia that begin next season.

Elsewhere, the brand’s sponsorship portfolio also features cricket, darts, golf, horse racing, rugby, and snooker.

Alex Chesterman, founder and chief executive of Cazoo, said: “SC Freiburg has taken a big step forward in recent years, both in terms of sport and infrastructure with its new Europa-Park stadium. The club has a passionate fan base and, like us, is ambitious and results-driven at the same time its modesty and social commitment are why it is considered one of the most likable clubs in German football for years.

“We look forward to engaging with the fans and local community in the coming years, and making Cazoo a household name in Germany, and delivering the best car buying and selling experience in this important market.”

Oliver Leki, chief financial, operations, and marketing officer at Freiburg, added: “We are delighted to have Cazoo on our side as our new main and jersey sponsor from next season. The partnership with the Sport-Club should help Cazoo as a dynamic digital company to achieve its communication goals in Germany. For SC Freiburg, the deal is also a confirmation of the club’s positive development in recent years.”