Football: Sailun a premium partner to VfL Osnabrück

Together with local distribution partner Bohnenkamp, Sailun Group has become tyre partner of German football club VfL Osnabrück, which currently plays in the second division 2. Bundesliga. Sailun has come on board as a premium partner, while Bohnenkamp and the Maxam brand serve as team partners. This joint arrangement will initially run for three years.

“As a new second-division club, VfL Osnabrück gives us visibility and media presence, which fits well with our own development strategy,” comments Stephan Cimbal, director marketing for the Sailun Group. “We have found a sporting partner here who brings their strengths to the pitch with precision and performs outstandingly when it counts. These are exactly the strengths and values against which we want to measure ourselves and our profiles at Sailun and Maxam. Together we are now laying the path for positive development.”

Henrik Schmudde, head of marketing at Osnabrück-based off-highway and transport sector tyre wholesaler Bohnenkamp AG, also sees the brands well positioned with the VfL partnership “Last but not least, it is also important and right for Bohnenkamp AG, as one of the city’s largest employers and trainers, to fly the flag here locally.”

Long-term partnership

Bohnenkamp’s interest in local team VfL Osnabrück began long before its promotion to the 2. Bundesliga in 2023. The wholesaler, one of Europe’s largest within the off-highway and commercial transport tyre sector, has been part of VfL’s extended partner pool for several years now. Bohnenkamp began speaking with the football club about deepening this cooperation in 2021, discussions it says helped conditions for the current contract to be negotiated within “record time”.

According to Henrik Schmudde, less than two weeks separated the first phone call to the club and a contract that was ready for signing. VfL and Bohnenkamp have agreed not to disclose the amount and details of the sponsorship, but VfL managing director Michael Welling comments that the club will be rolling on Sailun tyres in the future when travelling to away matches.

“Of course, we want a positive and cooperative interaction with the key players from our city’s businesses,” adds Welling. “In return for this commitment, we have a lot to offer our partners – whether locally or internationally, as in the case of Sailun. We are very happy about Bohnenkamp AG’s initiative to be present on our platforms together with the global brand Sailun.”

Sailun & Bohnenkamp

According to Tyres & Accessories’ ranking of leading tyre companies, Sailun Group is the 12th largest tyre firm in the world. Annual production capacity exceeds 80 million passenger car tyres and 25 million light truck tyres, and Sailun distributes these in 180 markets around the world. Maxam is the company’s brand for off-highway applications.

The new premium sponsor of VfL Osnabrück has a long-standing business relationship with Bohnenkamp AG. The Osnabrück-based wholesaler distributes both Sailun and Maxam branded products.