Bundesliga: SAP (software) extends as main shirt sponsor of TSG Hoffenheim (2025-2030)

German IT company SAP has extended as a major partner and main shirt sponsor of TSG 1899 Hoffenheim (Bundesliga) for a further five seasons (2025-2030), announced the club on 15/05/2025.

As part of the extended agreement, valued at €4.5m per year over the 2020-2025 cycle, the brand also becomes the sleeve sponsor of the German club's women's team (Google Pixel Frauen-Bundesliga), and will display its logo on the match and training kits of the youth teams from the 2025-26 season. SAP will also retain visibility on signage at the PreZero Arena (30,150 capacity).

The company, based in Walldorf (GER), 16km from TSG Hoffenheim's offices (in Zuzenhausen, GER), has been a major partner and shirt sponsor of the German club since the 2013-14 season. The new agreement extends the partnership to 17 seasons (2013-2030), making it the third longest main shirt sponsorship contract in force in the German top flight, behind that between VfL Wolfsburg and Volkswagen (1985-2029, €25m per season) and that between FC Bayern Munich and Deutsche Telekom (2022-2027, €50m per year).

• In the Bundesliga, SAP…