Germany/DFB: partnership with Two Circles to optimise sponsorship strategy

The Deutscher Fussball Bund has entered into a partnership with British data-driven consulting, sales and marketing agency Two Circles to deploy its ”KORE Sponsorship & Partner Engagement” platform, dedicated to "data-led decision-making and aimed at streamlining commercial operations," announced the two entities on 02/02/2026.

The German football federation is using the platform to manage and commercialise its sponsorship rights and assets, "providing a clearer view of its commercial inventory and how partnerships interact with fans".

KORE centralises the DFB’s sponsorship inventory (rights, assets, pricing logic and availability) within a single application. "This approach provides visibility across the entire sponsorship lifecycle, from planning and sales through to delivery and reporting".

The Deutscher Fussball Bund GmbH & Co. KG, the German Football Association's commercial structure, generated €165.7m in sponsorship revenue in 2024, a slight increase compared with 2023 (€163.3m). This amount accounted for 39.1% of the entity’s total revenues in 2024 (€440.4m).

• Two Circles…