The German Ice Hockey League (DEL) has extended its title sponsorship agreement with food discounter PENNY by a further four years.
In an enhanced partnership with the German Ice Hockey Federation (DEB), which originally ran until the end of the 2023/2024 season, PENNY continues in its aim to establish prominence in the sport.
Gernot Tripcke, Managing Director of DEL, said: “We are pleased about the early and long-term extension with PENNY. Thus, after the contract extension with Telekom, we have the desired planning security for all parties with our namesake.
“Since PENNY got involved, it has been shown how successful the cooperation is. We exchange ideas at eye level and the diverse activations have generated considerable reach both offline and online. This is exactly what we want to build on now.”
Furthermore, the pair have outlined that they will work together over the next six years to further expand the popularity of ‘the fastest team game in the world’.
“We are very proud that within a short time we were perceived by the clubs and their fans as a reliable partner and enrichment,” added Marcus Haus, PENNY’s Marketing Manager.
“Our activations, such as the PENNY DEL barbecue championship or the Unsung Hero Award, where the players thank the fans with their own version of ‘Ohne Dich’ from Münchner Freiheit, received a great deal of attention and acceptance.
“Such actions did not exist before. To do this, we use the wide range of our marketing channels and will continue to implement innovative concepts with our partners in the future”.