A strong sign of trust: TSG and SAP extend partnership until 2030

"Two strong brands from the region are stepping into the future together. We are delighted to extend our intensive partnership with SAP for the long term," says Tim Jost, managing director of marketing and sales at TSG Hoffenheim, emphasising: "SAP's commitment goes far beyond that of a main and shirt sponsor. SAP's technical expertise is the basis for our role as an innovation leader. In addition, the extension shows once again that TSG have a loyal partner in SAP, who by agreeing to a long-term extension are sending a strong signal of trust in times of change." 

The SAP logo has adorned the chest of TSG Hoffenheim since the 2013/14 season, making it one of the top three longest-lasting shirt partnerships in the Bundesliga. TSG's close collaboration with Europe's largest software company now covers many other areas. The official technology partner is also Hoffenheim's kit sponsor and will be the official TSG women's shirt sleeve partner from the 2025/26 season as well as the official partner of the TSG U16 to U19 academy teams, for which SAP will be the shirt sponsor from the new season and will also be present on the training kit.

"It was particularly important to us to continue the trusting partnership with TSG Hoffenheim that has grown over the years. Sport is part of our corporate DNA," says Lars Lamadé, head of global sponsorships at SAP. "The deepening of our partnership is an important impetus for joint activation in the region," he added.

The Walldorf-based company, which has more than 108,000 employees, will continue to be a branding partner of TSG Hoffenheim in the arena and will be permanently visible on the TV perimeter boards. This also applies to the logo on the façade of the TSG stadium. In addition, SAP will continue to act as the patron saint of blocks I, J and K, as well as occupying a business box.