Germany: Penny (Rewe), title sponsor of the Ice Hockey League, the "Penny DEL" (2020-2024)

Penny, a German discount supermarket chain, has obtained the naming rights for the German Ice Hockey League (consisting of 14 clubs) from the Deutschen Eishockey Liga (German Ice Hockey League), announced the body on 07/07/2020. Under the agreement, which covers the 2020-2024 period, the league will be known as the "Penny DEL". The agreement was negotiated via the German Ice Hockey League's marketing agency SPORTFIVE.

"The company based in Cologne (GER), which belongs to the Rewe Group, benefits from visibility on the players' jerseys and numerous marketing rights. In particular, the new logo will be visible in all 14 rinks of the championship," explained the league. Penny also became a premium partner (first level) of the German Ice Hockey Federation ("Deutscher Eishockey-Bund") on the same day.

"Ice hockey is a fascinating and grounded sport that is characterised not only by its speed, but also by its team spirit and closeness to the fans. There is often an almost familiar atmosphere in the stadiums. At Penny, we live these values every day in each of our 2,200 stores," said Stefan…