Bundesliga: Autohero (used cars), main shirt sponsor of Hertha Berlin for 2021-2023

Autohero, an online used car sales platform belonging to the Berlin-based Auto1 Group SE, has become the main shirt sponsor of Hertha BSC (Bundesliga) for two seasons (2021-2023) plus one optional additional season (2023-24), announced the German club on 04/06/2021. The agreement was negotiated by Sportfive, the club's marketing agency.

The agreement will be worth €8m per year, according to German media the same day. "Alongside classic advertising in and around the stadium, Autohero will focus on fan activation - both physically and digitally. The partnership with Hertha BSC is their first of any kind in German professional football," said the German club.

Autohero takes over from Homeday (real estate brokerage) as main shirt sponsor of Hertha Berlin, which paid the club €4m for the second half of the 2020-21 season. As agreed in the initial agreement of 28/12/2020, Homeday, which previously benefited from the status of main partner (first level), has now moved to exclusive partner (fourth level for 2021-2024).

• Hertha BSC did not have a main shirt sponsor for the first part of the…