German soccer club Union Berlin have unveiled Paramount+, the streaming service owned by the major US broadcast network, as their new front-of-shirt sponsor.

The deal will see the Paramount+ logo feature on the team’s shirts in the top-flight Bundesliga, the DFB Pokal cup competition, and, for the first time in the club's history, Europe’s elite UEFA Champions League club competition.

The streaming platform will replace WeFox, the digital insurance firm, which held rights for the 2022-23 season.

WeFox signed a three-year agreement to take over as the main club partner from real estate investment group Aroundtown but has now restructured its deal with Union to give up front-of-shirt sponsorship rights while remaining a partner of the club.

The company has had a partnership with the Berlin-based side since 2018.

Paramount+ will additionally be featured on the advertising boards at the club’s An der Alten Försterei stadium and on Union's digital channels.

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By GlobalData

The deal with Union is the service’s second shirt sponsorship agreement after recently extending its tie-up with Italian giants Inter Milan for the upcoming 2023-24 Serie A season.

Jan Boysen, managing director of marketing and sales at Union Berlin, said: "With Paramount+ we were able to win a renowned international partner for us as we continue our successful path of the last years.

“We are very much looking forward to the cooperation and of course to featuring the iconic logo on our new jerseys."

Earlier this year, the Bundesliga outfit, who secured a fourth-place finish in the league last season, extended their kit supply deal with sportswear giant Adidas until 2030.