MediaMarkt, the German electronics retailer, will become the new shirt sponsor of top Dutch soccer club Feyenoord for the 2024-25 season.

The company will replace holiday park and home rental firm EuroParcs which has been featured on the front of the Eredivisie club’s shirts since 2021.

The two parties have agreed a three-year deal – through to the conclusion of 2026-27 – believed to be worth around €20 million ($21.8 million) in total, according to Dutch outlet De Telegraaf.

This would make it a record shirt sponsorship agreement for Feyenoord and follows on from a record kit supply deal signed by Feyenoord last year with Castore, the UK sportswear brand.

The reigning Eredivisie champions are unlikely to retain their title this year as they currently sit second in the Dutch top-flight, 10 points behind leaders PSV Eindhoven.

The club is, however, on course to qualify for the elite pan-European UEFA Champions League club competition for a second consecutive year.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.