Published on September 8th, 2023

Location: Global

SPORTFIVE Facilitates Athlete Partnerships for HELM AG

Hamburg / Copenhagen. HELM AG, a German family-owned chemicals company, has signed two significant athlete partnerships with the current number one badminton player, Viktor Axelsen and table tennis legend Timo Boll. With these signings, the company has brought two successful athletes in exciting sports to their side. The partnerships were successfully developed and achieved by SPORTFIVE.

Together with SPORTFIVE, HELM AG has been able to partner two successful athletes who also hold worldwide renown. Both partnerships will be primarily activated through content on digital platforms and joint events in Asia, such as trade shows and B2B events.

Additionally, there is a strong logo presence: Top-ranked badminton player Viktor Axelsen from Denmark will from now on play with the HELM AG logo on the front of his jersey. His first appearance with the new logo occurred during the 2023 Badminton World Championships in Copenhagen.

"I am very happy to have gained a new partner in HELM. With this powerful family business, I share a common set of values. We both focus on the next generation and are internationally oriented. The new sponsorship strengthens me, and I am sure that with the people behind HELM, this is the right partner for me", said Viktor Axelsen.

Timo Boll has been wearing the HELM AG logo on his left sleeve along with his Borussia Düsseldorf teammates since July 1, 2023 and will continue to wear the logo when participating in individual tournaments around the world.

Speaking on the news, Boll said, "I am very proud to have gained a new partner in HELM AG. The talks, during which we got on very quickly, showed me that this company and the people behind it are a very good fit for me. This will give me new motivation and drive on my way forward."

In accordance with HELM AG's motive ‘Powerful impact through Partnerships’, SPORTFIVE successfully implemented a two-market strategy that leveraged its established network to localize athletes who excel in their sports and hold local significance. With these factors taken into account, Axelsen and Boll were identified.

Both athletes are known and celebrated especially in the Asian market. Badminton World Champion Viktor Axelsen is well-known in major Asian countries such as Indonesia and Japan while Timo Boll’s popularity is particularly strong in China. Both partnerships have been solidified with a long-term agreement.

"Partnerships lay the foundation of our daily doing and are part of our HELM DNA. Tackling the growth region of Asia with Boll and Axelsen underlines our commitment for the region."

Stephan Schnabel, CEO of HELM

Aside from the sports partnerships that already exist at the company's headquarters in Hamburg, securing these two athlete partnerships represents a significant step toward enhancing the company's presence in the Asian market and associating it with well-known local figures.

Ron Wiegand, Vice President Global Athlete & Team Marketing at SPORTFIVE: "We’re more than happy to have enabled these two strategic partnerships for HELM AG. They will benefit from the athletes’ high popularity, particularly in Asia, as well as from their reach on social media to strengthen their presence onsite. At the same time, we have identified two leading athletes within their respective sports who share the same personal values as HELM AG does. The deals are another prove that we are able to activate our global network to athletes from all kind of sports – to find the perfect fit for every customer."


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

  • About HELM AG

    HELM is a Hamburg, Germany, based family-owned company established in 1900. With up to 100 subsidiaries and participations in more than 30 countries, HELM is one of the largest independent chemical companies worldwide. HELM is committed to providing solutions that help its partners to tackle the reduction of CO2 emissions and the loss of biodiversity. Through its global presence, the company also strives to create positive impact in local societies around the world. HELM’s partnerships in Lithium, bio-based BDO, and digital tools supporting an efficient agriculture are recent examples, which support that goal.

    HELM is active in the chemicals and energy materials industry as well as agriculture and pharmaceuticals.

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