Hamburg SV to Receive Maxxis Sponsorship

Following its agreements to sponsor Barclays Premier League clubs Liverpool, Aston Villa and Sunderland, Maxxis International has moved into another of Europe’s major footballing nations, becoming a sponsorship partner of Germany’s Hamburg SV. The new package runs throughout the 2009/10 season and includes advertising on the pitchside LED panel for the club’s home matches in the Bundesliga, Germany’s top football league.

The Maxxis brand will get onto television screens through ESPN, which holds the rights to show live Bundesliga games in 2009/10, while Maxxis will also enjoy primetime TV exposure during Hamburg SV’s UEFA Europa League Group C fixture against Celtic on November 5.  ESPN, ITV4 and Five will be broadcasting UEFA Europa League action during 2009/10. 

As an official partner Maxxis receives an allocation of six VIP tickets for each of Hamburg SV’s home Bundesliga fixtures. It is offering these tickets to dealers and is in discussion with Maxxis UK to make available tickets to some of the games to Maxxis UK customers.  Maxxis will also have a presence on all sponsor boards around the stadium and in the HSH Nordbank Arena stadium shop and the two club shops in the city. 

The deal also entitles Maxxis to use Hamburg SV’s logo for a range of merchandise, such as T-shirts and caps, while the club’s newsletters will be Maxxis-branded. The tyre-maker will also feature prominently on the home page of the football club’s website, www.hsv.de, with a link to the Maxxis International GmbH website. 

The Maxxis brand will be heavily promoted through a series of advertisements in three different Hamburg SV fan magazines and there will be business-to-business opportunities through the HSV Soccer Cup, which is held in the HSH Nordbank Arena stadium in May, and the HSV Golf Tournament, held annually in September. Hamburg SV invites sponsors to participate in the HSV Soccer Cup with their own teams, while both events enable sponsors to meet with a view to developing business opportunities with one another.

“In our experience sponsorship of top flight football provides an excellent platform from which to reach potential Maxxis customers,” says Maxxis UK managing director Derek McMartin. “Since football is as popular in Germany as it is here in the UK, this new deal that our colleagues at Maxxis International GmbH have signed with Hamburg SV is very good news because it will and reinforce our own brand promotion activities with Liverpool FC, Aston Villa FC and Sunderland AFC.”