16.05.2025 12:46:59

TSG Hoffenheim Extends Partnership with SAP Until 2030

TSG Hoffenheim and SAP, one of the world’s leading software companies, have renewed their successful collaboration until 2030. SAP will continue as the club’s official main sponsor, shirt and kit sponsor, and technology partner, strengthening its relationship with the Bundesliga club. In addition to being the primary sponsor for Hoffenheim’s men’s team, SAP will also extend its commitment to the women’s team, serving as the sleeve sponsor, and will sponsor the U16 to U19 academy teams starting from the new season.

#WallpaperWednesday 📲 pic.twitter.com/lujnSRgGBZ
— TSG Hoffenheim EN (@tsghoffenheimEN) May 14, 2025

Tim Jost, the Managing Director of Marketing and Sales at TSG Hoffenheim, expressed his enthusiasm:
“Two strong regional brands are stepping into the future together. We’re excited to continue our long-term partnership with SAP, which goes far beyond just sponsorship. SAP’s technical expertise is vital to our role as an innovation leader. This extension signals SAP’s trust in us, particularly in these times of change.”

A Decade-Long Commitment to Innovation and Excellence

SAP’s logo has been featured on TSG Hoffenheim’s shirts since the 2013/14 season, making it one of the longest-lasting sponsorships in the Bundesliga. This continued partnership is a testament to the close cooperation between TSG Hoffenheim and SAP, which extends well beyond the men’s team. SAP will also serve as the shirt sponsor for the club’s youth academy teams (U16 to U19) and will sponsor the women’s team from the 2025/26 season. SAP’s continued commitment to Hoffenheim underscores the success of this collaboration, focusing on innovation, sports development, and community engagement.

Lars Lamadé, Head of Global Sponsorships at SAP, emphasized:
“It was important for us to continue our deep-rooted partnership with TSG Hoffenheim, which has grown over the years. Sport is part of our corporate DNA, and we are excited to enhance our collaboration further, especially in the region where we share a common commitment to innovation and excellence.”

Marketing Activations and Visibility

As part of the sponsorship, SAP will maintain its prominent branding presence across various channels. The SAP logo will continue to appear on the TV perimeter boards at the stadium, as well as on the façade of the TSG Hoffenheim stadium. Additionally, SAP will remain the sponsor for blocks I, J, and K in the arena, and will occupy a business box, further deepening its engagement with fans.

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