On top of our game
We’re the world's leading agency for football rightsholders, with over 30 years experience, from marketing through to sales and rights management.
top tier football clubs
new partners in 3 years
In recent years, we’ve created and grown countless prestigious partnerships. In Europe, we’re the lead marketing partner of 70+ football clubs across all leagues and federations. Meanwhile, since 1993 we’ve exponentially increased the value of Asia’s football federations and do also work with selected rightsholders in the Americas and Africa.
The SPORTFIVE football story
Ever since our beginnings football has been an integral part of who we are. And not just commercially – our expertise and passion has helped shape the sports marketing of the game for over half a century.
From acquiring the first Bundesliga TV rights back in the 70s, to becoming the number one agency across European football since the early 2000s, our place in the game’s history is assured.
We’re proud of our many milestones that have helped brands and rightsholders fulfil their potential, by tapping into the excitement and drama of the world’s most loved sport.
As football continues to be one of the most culturally relevant and shared experiences of our time, we will continue to look for new ways for our partners to realize its immense potential.
The History of Sports Marketing - and Ours.
First permanent shirt sponsor in German Bundesliga
Eintracht Braunschweig becomes the first Bundesliga team with a permanent shirt sponsor. The Jägermeister deer replaced the lion in the club's own crest.
First shirt sponsor in the Premier League
Liverpool becomes the first English professional club to sign a shirt sponsor, with Hitachi – a partnership brokered by a former SPORTFIVE employee.
The agency that was to become SPORTFIVE
Creates the first comprehensive marketing agreement for a football club, AJ Auxerre in France. Furthermore pioneered in sports marketing with the first private acquisition of the TV rights for the German Bundesliga, breaking the monopoly of the public broadcasters.
Comprehensive marketing agreement with CAF
Initiates and develops the comprehensive marketing, media, sponsorship and hospitality rights for African football, and runs events for the Confederation of African Football (CAF).
Comprehensive marketing agreement with AFC
Becomes the first mover in taking on comprehensive marketing for the Asian Football Confederation (AFC).
First comprehensive marketing agreement in the German Bundesliga
Creates the first comprehensive marketing agreement for a football club in the German Bundesliga, Hertha BSC.
Expansion in Asia
Partners with the ASEAN Football Federation to create the AFF Championships – a biennial football tournament, contested by South Asia’s leading national teams, that boasts unrivalled TV ratings and spectator numbers in the region. Tiger Beer is appointed as the inaugural title sponsor of the event.
Pioneering brand partnerships
Pioneers the promotion of brands within the game, and the development of new visibility areas around the pitches: fixed, then rotating, then LED panels, and the creation and distribution of 3D cam carpets.
First arena naming right
Brokers the first arena naming rights deal in Germany, the AOL Arena in Hamburg.
UEFA to license SPORTFIVE
Becomes the first private company to be licensed by UEFA to broadcast the European Championships.
Invention of virtual advertising
Launches virtual advertising in the German Bundesliga.
New title sponsorship for the AFF Championship
Brokers a new title sponsorship for the AFF Championship, with the Mitsubishi Electric Corporation, for the 2022 and the 2024 editions.
The perfect line-up
We are proud to offer our wealth of experience to our longstanding global football partners, including some of the biggest names in the game.
Our football services
Blending decades of experience with a dynamic, forward-thinking team, we develop strategically smart, creatively outstanding partnerships all over the globe.
Discover more about our commercial football services for: