Four-year collaboration with the aim of further developing ice hockey in Germany
PENNY is hot on the ice. The Deutscher Eishockey-Bund (DEB) and the grocery discounter have one long-term premium partnership closed. The leading ice hockey association will work with the company, which is part of the REWE Group, for four years until the end of the 2023/24 season. PENNY will, among other things, advertise on the uniforms of the women's and men's senior national teams and use the brand logo on all printed matter and communication channels as part of the DEB-International matches will be represented.
PENNY is thus positioning itself as one in a particularly difficult time new strong comrade-in-arms for the continued positive development of the world's fastest team sport in Germany, especially since the company is also involved with a comprehensive commitment as a hugely important partner of the German Ice Hockey League (DEL) and becomes the first title sponsor of the highest German ice hockey league.
The long-term one DEB-Partnership also stipulates that PENNY will support the “Urmel Badge”, the children’s sports badge in ice hockey named after the national team mascot, from 2022. The cooperation is rounded off by a variety of activation rights that enable the ice hockeyFans will benefit. By signing the cooperation, PENNY ultimately documents a commitment to ice hockey in Germany, from the professional sector to young talent through to popular and recreational sports.
Click here for the clip DEB/PENNY partnership.
DEB-President Franz Reindl: “PENNY and that DEB, this is a strategic win-win partnership that we are extremely happy about. With PENNY as a premium partner, our top national teams for women and men as well as our long-term concept 'POWERPLAY 26' will receive a further boost. With PENNY, our young and successful players go on an exciting and positive development journey full of enthusiasm and power.”
Stefan Magel, Divisional Manager of the REWE Group and COO of PENNY: “We are proud to support the women’s and men’s national ice hockey teams as a premium partner. National teams are always the flagship of a sport; they stand for top performance, competition, fairness and team spirit. In ice hockey, down-to-earthness is added. All values that we also focus on every day as a discounter. Together with our customers and the Fans I’m looking forward to fascinating and exciting games.”
Marco Sautner, Managing Director of DEB-Marketing partner Infront Germany: “PENNY’s commitment to German ice hockey underlines the positive development of the sport and its potential as a communication platform for brands. PENNY now has the opportunity to firmly establish itself in the minds of the people as the food partner of German ice hockey Fans to anchor.”
about PENNY
In 2019, PENNY achieved sales of 2.170 billion euros in Germany alone with 28.000 branches and around 7,6 employees
Photo – Copyright: Dominic Pencz