Germany: Deutsche Telekom partner of 1. FC Köln and Hamburger SV for 3 seasons

Deutsche Telekom, a German telecommunications operator, is to become the new technology partner (second level) of 1. FC Köln (Bundesliga) from the 2021-22 season, as part of a partnership planned "for at least three years (2021-2024)," announced the German club on 15/10/2020. The agreement was negotiated by Infront, the club's marketing agency.

The German telecoms operator also became an exclusive partner (third level) of Hamburger Sport-Verein (2.Bundesliga) from 2020-21 for "at least for three seasons (2020-2023)," on 02/10/2020. Deutsche Telekom will be the new main sponsor of HSV's esports section and will support the club in the creation of an academy dedicated to the discipline.

"Deutsche Telekom is expanding its soccer commitment and focusing on technology and regionality," explained the group. Deutsche Telekom is already represented in the Bundesliga, as main shirt sponsor of FC Bayern Munich (2002-2023).

The groups two new partnerships focus on "innovation and digitalization", namely on the digital transformation of clubs: augmented reality, virtual reality, creation of…