TSG Hoffenheim Renames Stadium to SNP Arena in New Long-Term Partnership.

Roger Hampel

Image: TSG Hoffenheim

TSG Hoffenheim has announced that its home stadium in Sinsheim will officially become the SNP Arena from the start of the 2026/27 season, following a new naming rights agreement with German software and data management company SNP SE.

The agreement initially runs until June 2028 and extends beyond traditional naming rights.

Alongside the stadium rebrand, the partnership includes hospitality integration, commercial activation and digital visibility across club platforms. SNP is not a new name within Hoffenheim’s commercial ecosystem, having previously served as sleeve sponsor between 2019 and 2022.

Regional Identity and Technology Alignment TSG Hoffenheim

Hoffenheim has consistently built its commercial identity around regional partnerships connected to technology, analytics and modern infrastructure. SNP, headquartered in Heidelberg, operates globally in SAP data management and digital transformation while maintaining strong regional roots within the same economic area as the club.

That alignment remains central to Hoffenheim’s commercial strategy. The club framed the partnership around shared values linked to innovation, future-oriented development and international ambition emerging from the Rhine-Neckar metropolitan region.

Executive Comments

Daniel Förderer, Managing Director of TSG Hoffenheim, linked the partnership to the club’s wider development ambitions, speaking via the club’s official communication:

“With SNP, we have a partner that embodies innovation, internationality and future-oriented thinking.”

SNP CEO Jens Amail also connected the agreement to the growing relationship between technology and elite sport:

“The trusted interaction between people, data and artificial intelligence is a key success factor today — in elite sports just as much as in business.”