Hertha BSC and SPORTFIVE launch new strategic partnership

As part of the partnership, SPORTFIVE will continue to be responsible for the comprehensive management and commercialization of Hertha BSC’s marketing rights. Together with the club, SPORTFIVE will work to elevate these efforts to a new level. Key focus areas include the further development of the sponsorship strategy, the on-site marketing team, and a data-driven approach to engaging new target groups and partner segments with innovative sponsorship and hospitality products, as well as activation concepts. The goal is to sustainably strengthen the club’s commercial performance and to expand brand presence in both the Berlin and wider national markets – in line with the guiding principle of the “Berliner Weg”.

“We’ve shared a close working relationship with SPORTFIVE for decades, and we’re now taking that partnership to the next level,” said Ralf Huschen, Managing Director of Hertha BSC. “Over the past months, we’ve jointly analyzed how we can improve our efforts moving forward and how we, as partners, can take Hertha BSC even further. The result is a renewed partnership for both sides – one built on mutual trust, clear goals, and a strong drive for innovation. It also marks a new level of commercial collaboration for us.”

Dr. Kai Rippe, Senior Vice President Business Development at SPORTFIVE Germany, added: “Hertha BSC is the biggest sporting event in the capital – a vibrant community, a social hub, an emotional gathering place for everyone, no matter where they come from or what their background is. The club is present in all of Berlin’s districts, sees itself as a team for the entire city, and stands for sustainable football, diversity, approachability, and social inclusion through the Berliner Weg. We admire this commitment to Berlin and will do everything we can to support the Old Lady in climbing back up the ranks in the coming seasons.”

With this agreement, both parties are sending a clear message about their ambition to take marketing efforts to a more strategic and future-oriented level. Since 1994, SPORTFIVE has supported Hertha BSC in marketing its commercial and broadcasting rights as well as hospitality packages, helping the club position itself through effective partnerships and activations. In addition, SPORTFIVE enables interested companies to engage in a wide range of initiatives that can be realized in partnership with Hertha BSC.