Roger Hampel
In a major announcement ahead of their Bundesliga home game against SC Freiburg on April 14th, SV Darmstadt 98, known affectionately as the Lilien, confirmed the extension of their partnership with HAIX, a globally recognized specialist in functional footwear and clothing based in Bavaria. The partnership, which commenced in July 2023, is set to continue until June 30, 2026, underscoring a stable relationship between the two entities irrespective of the club’s league status.
Building on a Solid Foundation
Martin Kowalewski, the Chief Marketing & Sales Officer at SV 98, highlighted the first year as a phase of getting acquainted and building trust with HAIX. He noted that the partnership had quickly demonstrated a strong synergy, characterized by shared values and ambitious goals for the future. This harmony has laid a solid foundation for their continued collaboration.
Commitment in Challenging Times
Volker Harr, Vice President at SV 98, remarked on the partnership extension as a significant vote of confidence from HAIX, especially during economically challenging times. He emphasized that the desire for a long-term relationship with HAIX had only strengthened over the months, thanks to a partnership that allowed for open discussions and collaborative problem-solving.
Long-Term Vision for Growth
Michael Haimerl, Managing Partner and CEO of HAIX, expressed pride in the successful partnership that has blossomed this season. He shared the company's vision to deepen this trusting relationship through fan-centric initiatives, talent development, and international expansion. Despite current sporting challenges, HAIX remains optimistic about the club’s future prospects, reinforcing their commitment to the club's growth and success.
An Expanding Role
As the main and jersey partner, HAIX will continue to feature prominently on SV 98’s jerseys, from the professional team to the newly formed top-talent team and the youth teams. The partnership also includes perimeter advertising, extensive logo presence, and a comprehensive digital package. In a significant enhancement of their role, HAIX will also acquire naming rights to the club’s training grounds starting next season.
About HAIX
HAIX is headquartered in Mainburg, Bavaria, and is renowned worldwide as a top choice for high-performance footwear and apparel. The company prides itself on producing all its high-quality products in Europe, including facilities in Germany, Croatia, Serbia, and most recently North Macedonia. Emphasizing sustainability and fair labor practices, HAIX continues to grow, employing approximately 2,400 people globally and producing around 1.88 million pairs of shoes annually as of 2023.
Source: SV Darmstadt
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