Covestro Signs Ice Hockey Deal in Germany
Covestro signs German ice hockey deal
Covestro has become a major sponsor of the German Ice Hockey League (DEL).
The Bayer-owned polymer materials manufacturer has signed a four-year deal, coming into effect at the start of the 2016/17 season, to become a premium partner of the league. Covestro branding will appear on the playing surfaces of all DEL arenas, on referees’ helmets and, from the 2017/18 season onwards, on the playing puck.
The Covestro logo will also appear on league interview backdrops. Sponsors.de reports that the deal, brokered by DEL marketing partner Ufa Sports, is worth around €1.5 million (US$1.65 million) a year.
“The decision of such a leading and globally active polymer manufacturer shows that the DEL has developed into an attractive platform,” said Ufa Sports vice president of international marketing sales Oliver Watermann. “Due to the large media and spectator interest, [the DEL] offers the best advertising opportunities for Covestro.”