VFB Stuttgart, the German soccer club, have agreed a new marketing partnership with the Sportfive agency through the 2027-28 season.

The agreement, which begins next season, will run for five years and see the Bundesliga club collaborate with the international sports agency under an “innovative marketing model.”

As part of the deal, Stuttgart will retain full responsibility for looking after existing sponsors and partners and for implementing the marketing rights, while Sportfive will be jointly responsible for selling these rights in the future.

The club will retain full decision-making authority in all commercial matters.

Sportfive will support the acquisition of sponsors, partners, and the development of new marketing products, including in the digital and sustainability context, with a dedicated Stuttgart team in the city.  

The two parties will ultimately form a joint marketing unit that “combines Stuttgart’s regional network and experience with new marketing approaches, sales strength, and know-how from Sportfive”.

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In addition to the further development of the content of the marketing area and significant increases in revenue, the tie-up will also give the Bundesliga side “greater planning security in terms of sponsorship income as well as immediate income through an agreed signing fee.”

Alexander Wehrle, Stuttgart chairman, said: "We have ambitious goals in marketing. Both in traditional sponsorship, new digital products, and content formats, and the stadium as a platform for events, we need to exploit VfB's potential more fully in order to strengthen our economic foundation.

“In Sportfive, we have found a partner with outstanding expertise who wants to successfully go down a new path with us. This is the perfect solution for all sides."

Hendrik Schiphorst, managing director at Sportfive Germany, added: "We have been in a close, productive exchange with VfB Stuttgart for some time and are very pleased to have developed an individual model with which we can actively support the club in the future.

“Here, each partner can play to its strengths: We provide additional sales power for VfB, while the club retains overall responsibility and can concentrate fully on the commercial marketing strategy as well as the support of its existing customers and partner management.

“We are very proud to be able to support VfB Stuttgart in the future with our sales and development perspective regionally as well as nationally and internationally."

The deal with Stuttgart expands Sportfive’s portfolio in the Bundesliga as it also has partnerships with the likes of Borussia Dortmund, Union Berlin, Hertha Berlin, Augsburg, and Eintracht Frankfurt.

Meanwhile, Dortmund have unveiled Afizzionados, the Mexican sports channel, as its first regional partner in the country.

Under the agreement, Afizzionados viewers will have access to exclusive content and experiences, such as the team’s press conferences, videos of training sessions, and the new episodes of the club’s documentary every season.

Additionally, the channel’s subscribers will have the chance to participate in games and raffles to win trips that will allow them to see Dortmund games from a VIP section at the Signal Iduna Park stadium or to win jerseys and other official team gear.

Dortmund become the second Bundesliga side to partner with Afizzionados after Bayern Munich recently announced a tie-up with the platform.