The German Ice Hockey Federation (DEB), the governing federation of German ice hockey associations, and Infront, a leading sports marketing company, have solidified their long-standing partnership with a new marketing agreement extending through the 2027/2028 season.
The agreement leverages the strengths of both parties. The sports marketing agency has retained exclusive rights for the DEB national teams to manage advertising and sponsorship opportunities, including international media rights. This builds upon their successful partnership since 2006.
Speaking on the extension, DEB President Dr. Peter Merten, said, “With the new contract design, we have established a strong overall marketing concept with two pillars for the coming years. On the one hand, the DEB will continue to benefit from the partnership with Infront, and on the other hand, we now have the opportunity to drive forward the marketing of the national teams with our internal association department. This allows us to optimally position the DEB as an attractive advertising partner for existing and new sponsors and to continuously develop ourselves. We are therefore pleased to be able to continue to rely on Infront’s great commitment and comprehensive expertise.”
Infront Germany Managing Director Matthias Pietza, highlighted, “Infront has a trusting and cooperative partnership with the DEB for almost twenty years, during which we have been able to significantly and continuously increase the value of the DEB’s commercial rights. We will use the coming years up to the 2027 World Cup in Germany to further expand the advertising and communication platforms surrounding the successful DEB national teams. The top 10 positions within the IIHF world rankings, with the men’s team in 5th place and the women’s team in 9th place, offer an excellent sporting basis for future marketing success. This is complemented by excellent media reach and high popularity ratings.”
This long-term agreement signifies the commitment of both the DEB and Infront to fostering the continued growth and commercial success of German ice hockey on the international stage.
Back in May, Infront partnered with Ligue de Football Professionnel (LFP) Media, the commercial arm of France’s professional football leagues.
Founded in 2002, the Swiss-based sports specialist is a major force in sports marketing. The agency represents over 200 sports rights holders, including football leagues and clubs, winter sports organisations, and even world championship events. The marketing specialist acts as a bridge, connecting these entities with sponsors and broadcasters, fostering a powerful network within the sports world.