In 2020, PENNY was the first food discounter to have a comprehensive partnership including title sponsorship with the German Ice Hockey League (DEL) as well as a premium partnership with the Deutscher Eishockey-Bund. V (DEB) closed. After the early extension of the commitment with the DEL for four more years until the 2027/2028 season, negotiations with the DEB can also be brought to a positive end: PENNY is now a premium partner until 2028 DEB. The partnership will not only be extended, but also further expanded. For the first time, PENNY also becomes a jersey sponsor for the women's national team. This was done yesterday as part of a DEB The sponsorship evening was ceremoniously announced in Krefeld. All parties have agreed not to disclose the financial framework of the partnership.
Dr. Stefan Görgens, COO PENNY, said: “We are pleased to partner with the DEB to have extended in the long term. The national teams are the flagship of every sport. With the planned home World Cup, there is also an absolute highlight on the program. I am convinced that together we will be able to further increase the popularity of ice hockey.”
“With the early contract extension, PENNY is sending an important signal for the further development of German ice hockey. The expansion to the women's national team goes hand in hand with the goals of the new one DEB-Presidium to strengthen this area of the association in particular. The elite and popular sport of ice hockey will benefit from the long-term partnership because it makes many planned measures feasible. We are proud to continue to have PENNY at our side,” says Dr. happily. Peter Merten, President of the Deutscher Eishockey-Bund. V (DEB).
“The implementation of the partnership with PENNY has already set new standards in German ice hockey in terms of external representation. We are delighted to be able to start at exactly this point and continue it with joint, creative campaigns. All ice hockey fans and sports enthusiasts will thus remain very close to our national teams. Just like the Fans “We are thrilled with how PENNY actively lives the partnership,” so DEB-General Secretary Claus Gröbner.
“Since our comprehensive entry into the sport of ice hockey, we have worked together with the DEL and the DEB reached a lot. In the coming years, we will continue to make sport more tangible for our customers and our employees. For example, with innovative formats such as the Supporting Six Fan-WG, consisting of 4 external winners and 2 PENNY employees, who together are their ice hockey stars, like now Deutschland Cup in Krefeld or the World Cup. Experiencing the sport and the idols up close creates unforgettable moments,” says Marcus Haus, PENNY marketing director, happily.