Football

We understand the power of football because, first and foremost, we’re fans.

Our love for and knowledge of the game helps us connect brands, rightsholders, media platforms and fans – resulting in successful and sustainable partnerships that can achieve even the most ambitious goals.

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.

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top tier football clubs

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new partners in 3 years

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sponsorship revenue

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.   

Key milestones

Our story began in France in 1968, when the agency that was to eventually become SPORTFIVE was founded. 

One of the first sports publishing and advertising companies, the following year it signed its first marketing contract, with FC Nantes, based on the new idea of developing the presence of advertising inserts around the Louis Fonteneau stadium. 

And the rest, as they say, is history... 


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Highlights of SPORTFIVE

The History of Sports Marketing - and Ours.

1973

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. 

1979

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. 

1987

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. 

1990

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).

1990

Comprehensive marketing agreement with AFC

Becomes the first mover in taking on comprehensive marketing for the Asian Football Confederation (AFC).

1994

First comprehensive marketing agreement in the German Bundesliga

Creates the first comprehensive marketing agreement for a football club in the German Bundesliga, Hertha BSC.

1996

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.

2000

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.

2001

First arena naming right

Brokers the first arena naming rights deal in Germany, the AOL Arena in Hamburg.

2005

UEFA to license SPORTFIVE

Becomes the first private company to be licensed by UEFA to broadcast the European Championships. 

2018

Invention of virtual advertising

Launches virtual advertising in the German Bundesliga.

2022

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.

Want to team up with us?

Get in touch to hear more about our services within football, or to kick off a successful new partnership.

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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:

For Brands

We help brands win the battle for attention by reaching consumers and customers at their moments of passion.

Learn more

Interested in a career in football?

If you want to help shape the future of football as part of the world's leading sports marketing agency, we'd love to hear from you.

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