TSG Hoffenheim Extends Strategic Partnership with SAP Through 2030.

Roger Hampel

Photo Credit: TSG Hoffenheim

TSG Hoffenheim has announced the long-term extension of its partnership with SAP, one of the most established and technology-integrated sponsorships in German football. The new deal, running through 2030, will see SAP continue as main sponsor, front-of-shirt partner, and official technology partner, while expanding its presence across women’s and academy teams.

The renewed agreement marks a significant commitment from both sides and underscores the role of tech-driven partnerships in shaping modern football strategy and infrastructure.

Among the Bundesliga’s Longest-Standing Sponsorships

SAP has been a fixture on Hoffenheim’s kits since the 2013/14 season, making it one of the top three longest-running front-of-shirt sponsorships in the Bundesliga. The extended partnership covers:

• Continued main sponsorship of the men’s first team

• Sleeve sponsorship for the TSG Hoffenheim women’s team from 2025/26

• Shirt sponsorship for the club’s academy teams (U16–U19)

• Presence on training gear and matchday apparel

• Visible in-stadium branding, including façade placement and TV-facing boards

• Naming rights to specific stands and hospitality areas at the club’s home ground

  
  

This long-term renewal comes at a time when stability and strategic alignment are increasingly valued in the football sponsorship landscape, particularly amid shifting economic conditions and club ownership models.

Technology and Club Development: A Broader Partnership

Beyond the branding components, SAP continues to support Hoffenheim as an official technology partner — a role that includes data integration, analytics, and digital performance tools across the club’s sporting and business operations.

For Hoffenheim, this partnership represents more than financial sponsorship. SAP’s involvement supports the club’s reputation as an innovation-oriented Bundesliga organization, with past projects ranging from player tracking and injury prevention to fan experience initiatives.

The collaboration also reflects a regional bond. Both organizations are headquartered in the German state of Baden-Württemberg, fostering strong ties to local community development and regional identity.

A Model of Stability and Regional Synergy TSG Hoffenheim SAP

The extension is a notable example of regionally grounded sponsorship with global resonance. SAP, a multinational corporation with over 108,000 employees, remains a locally rooted partner in Walldorf, just 20 km from Hoffenheim’s home base.

From a commercial perspective, the continued alignment reinforces TSG Hoffenheim’s positioning as a long-term, values-aligned sponsorship property for premium brands — especially those in tech and innovation sectors.