DFL and SPORTFIVE extend cooperation for relegation play-off matches and Franz Beckenbauer Supercup

6 February 2025 – The DFL Deutsche Fußball Liga and SPORTFIVE are continuing their existing partnership until 2029. The international sports marketing agency will continue to market the Bundesliga and Bundesliga 2 relegation matches as well as the Franz Beckenbauer Supercup.

Every year, the four Relegation matches at the end of the season thrill millions of viewers in front of their screens with excitement, emotion and media presence. The Franz Beckenbauer Supercup offers sponsors a top-class premium platform when the German champions and the DFB Cup winners play for the first title of the season. The DFL announced in December that the Supercup will be renamed accordingly from the coming season to honor the “Kaiser’s” services to German soccer. All matches mentioned will be broadcast live on Sat.1 and Sky.

The DFL and SPORTFIVE have been working together to market the relegation and Supercup since 2011.

Peer Naubert, Chief Marketing Officer of Bundesliga International, says: “The relegation matches and the Supercup are extremely popular around the world. In the last three years alone, we have doubled the number of broadcasts, meaning that we now reach over 25 million fans worldwide each season with these highly emotional matches. With SPORTFIVE, we have an absolutely professional and reliable partner at our side. We look forward to continuing our successful collaboration in the long term and working together to set innovative trends in the marketing of our competitions.”

Hendrik Schiphorst, Managing Director of SPORTFIVE Germany, explains: “We are proud of the many years of close cooperation with the DFL and would like to thank them for the trust they have placed in us. We will continue to do our best in the coming years to further expand the marketing of the two top-class DFL flagship events, the Relegation and the Franz Beckenbauer Supercup.”

“The 2024 matches between Bochum and Düsseldorf once again demonstrated the full power of relegation: After the 0:3 in the first leg, Bochum still secured the class in the second leg via extra time and a penalty shoot-out. We are therefore delighted to be able to offer brands such attention-grabbing marketing platforms in the future with the relegation and the Franz Beckenbauer Supercup for such exciting highlight matches, which often go down in Bundesliga history,” said Christian Kothe, Executive Vice President at SPORTFIVE Germany.