engelbert strauss becomes Official Partner of DFB Cup

Infront secures the company for a multi-year sponsorship commitment from 2012/13 season onwards


Biebergmünd, Germany/Zug, Switzerland – engelbert strauss, the leading European mail order company for work-wear and personal protective equipment, is to become an Official Partner of the DFB Cup from next season onwards. The contract was signed with Infront Sports & Media, the exclusive marketing partner of the Deutscher Fussball-Bund (DFB) for the DFB Cup, and will run for several years.

The brand engelbert strauss will be present at all 63 games of the DFB Cup from next season onwards, benefitting from industry-exclusive positioning as one of only six Official Partners. The company will receive attractive advertising space in TV camera view as well as other promotion and distribution rights around the contest - including a composite logo which can be used for communication activities.

Karl-Heinz Brenner, Marketing Director at engelbert strauss, said: “Following the commitment as advertising board partner at games of the German national team, we are now greatly expanding our presence in German football. As one of the most popular football competitions, the DFB Cup offers an exclusive and wide-reaching platform across the season, through which we can strengthen the awareness of the engelbert strauss brand in Germany and abroad.”

“We are pleased that engelbert strauss – in addition to its advertising presence at the German national team games – is now also involved in the DFB Cup. This underscores the value of the DFB Cup as communication platform,” said Denni Strich, Marketing Director at the DFB.

Uwe Ploch, Director Summer Sports at Infront Sports & Media, said: “The DFB Cup partnership guarantees engelbert strauss high media visibility combined with a great variety of activation options - at both a regional and national level. Due to the high fascination surrounding the competition from the first round onwards, engelbert strauss can take advantage of the best environment to strengthen and positively charge its brand profile and position.”