The Bundesliga 2023-24 champions, Bayer 04 Leverkusen have struck a partnership with the Niedax Group, one of the world’s largest makers of cable management systems.
As part of the deal, the brand has become the team’s new sleeve partner and will have a long-term presence on Winnerkusen’s first team’s jersey sleeves following the contractual departure of former partner Trive.
Notably, the deal stretches until June 30, 2027, and the Niedax Group’s emblem will be extensively shown during Bundesliga matches and international tournaments in which Bayer 04 competes for the following three years.
Fernando Carro, CEO of Bayer 04 Leverkusen, said, “With the Niedax Group, a company from our region will adorn the sleeve of our shirt in the future. Both Bayer 04 and the Niedax Group have delivered outstanding performances in the recent past. We want to build on this in the coming years and strive for further success together.”
Bruno Reufels, CEO of the Niedax Group, commented, “The Niedax Group has its roots in the Rhineland and, just like Bayer 04 Leverkusen, has made it to the absolute top level both nationally and internationally with solid and strategically far-sighted work. Regardless of the club’s double win, we wanted to expand our partnership, which has existed since 1997. As the new sleeve partner, the Niedax Group is now very proud to be even closer to this successful team in the truest sense of the word and to support them in achieving their sporting goals. Simultaneously, we expect the partnership to bring significant added value for our sales and marketing goals and want to fill them with vitality in the long term.”
Markus Breglec, Chief Marketing and Innovation Officer at Bayer 04 Leverkusen, said, “The expansion of our 27-year partnership with the Niedax Group is an outstanding sign of our long-standing collaboration. The mutual trust and appreciation we have for each other are just two factors in our solid foundation. I am personally delighted that we are now continuing our joint journey with the sleeve partnership for the Bundesliga and Champions League.”
Niedax and Bayer 04 Leverkusen originally worked together in 1997, as business club partners. As the cooperation evolved, both parties continued to strengthen their fruitful partnership. Niedax served most recently as a partner in the Bundesliga club’s sponsors club. After 27 years of engagement in different sponsorship levels, the firm has now become Bayer 04 Leverkusen’s official sleeve partner for the 2024–25 season.
Besides being entitled to the shirt’s sleeve, the Niedax Group has rights to advertise on TV-relevant press back walls and LED advertising boards. This is complemented by exposure in the BayArena’s VIP areas during Bundesliga home games, in addition to additional advertising services including promotional campaigns and digital rights. The Niedax Group additionally boasts its own executive box at the Leverkusen Stadium.
The Niedax Group will continue to be a strong partner of the Bayer 04 Women in the Google Pixel Women’s Bundesliga in the future. The firm also serves as a sleeve partner for the U17 and U19 young teams, along with Bayer 04.’s #B04eSports squad.