DFB ropes in IMG to enhance economic growth in Asia-Pacific

IMG will look for relevant new regional allies for DFB.

The German Football Association (DFB) has joined forces with the agency behemoth IMG to boost economic interests in Asia-Pacific (APAC).

In this deal, IMG will look for relevant new regional allies for German soccer’s ruling body. The organisation has already obtained a new collaboration with Vanward that identifies the kitchen and bathroom appliance company as a Chinese partner of the DFB.

Henning Wegter, the DFB’s Senior Head of Sales and Partner Management, commented, “We manage almost all of our commercial sales in-house but are excited to handle sales in Asia and especially in China with the expertise and excellence of renowned partners such as IMG to secure a vast portfolio of DFB partners worldwide. Having a committed partner helping us to identify opportunities regionally overseas will secure great visibility of the DFB brand also outside our natural habitat.”

IMG functions with a diverse portfolio of football properties, including the South American confederation CONMEBOL, Spain’s top-tier LaLiga, and club Real Madrid. The organisation also has ties with top-flight leagues Liga MX and the Chinese Super League (CSL).

Adolfo Bara, Senior Vice President and Managing Director of football events at IMG, said, “German football has a history of excellence and international success, and we’re delighted to be working with DFB to develop new commercial opportunities for the national team. IMG has a wealth of regional and global expertise and resources within the world of football. We look forward to leveraging our extensive global sales network to develop more strategic sponsorship opportunities for the next generation of German national football.”

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