Hertha Berlin To Change Main Sponsor One Year Early

Jul 16, 2020

by Chris

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Sponsorship Change: Hertha Berlin will replace their main sponsor, TEDi, a year early, despite the existing contract.
New Sponsor Search: Hertha is actively pursuing a new main sponsor to increase revenue and elevate the club's image.
Financial Goals: The club aims to improve its income through new sponsorship, marketing, and merchandising efforts, leveraging its investor's network.

German Bundesliga team Hertha BSC is working intensively on the commitment of a new main sponsor, German sports newspaper Kicker reports. Discounter TEDi, which has been on Berlin's chest since 2018, is to make way - and has agreed.

Since 2019, investor Lars Windhorst (Tennor Holding) has bought 66,6% of the shares of Hertha BSC for a total of around 400 million Euro. He wants Hertha to become a new big city club.

Hertha BSC Wants More Glamour & Money With New Main Sponsor

According to kicker information, the discounter has signalled its willingness to make way for the main sponsor ahead of schedule, despite the contract being dated until 30 June 2021.

A successor company is already in the starting blocks. This means that the capital city club could already enter the 2020/21 season with a new main sponsor. TEDi, previously sleeve sponsor, had replaced bet-at-home.com as Hertha jersey sponsor in 2018. The low-cost chain, which operates more than 2250 stores across Europe, pays the club around 7.5 million a year.

With a new main sponsor, Hertha wants to generate more money - and increase the glamour factor. The intended change is seen as a central element in the planned increase in the company's own income. Hertha wants - with the help of Investor Tennor's network - to improve the revenue situation in the areas of sponsoring, marketing and merchandising.

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