The German Bundesliga club, TSG Hoffenheim, have announced a new stadium naming-rights partnership with enterprise software specialist SNP SE, with the club’s home ground set to be renamed SNP Arena from the beginning of the 2026-27 season.
The agreement will officially come into effect on July 1, 2026, replacing the current PreZero Arena branding. The initial term of the partnership runs through to June 30, 2028, further strengthening ties between the two organisations, closely linked to Germany’s Rhine-Neckar region.
Headquartered in Heidelberg, SNP previously served as Hoffenheim’s sleeve sponsor between 2019 and 2022. The new agreement significantly expands the relationship, positioning the technology company among the Bundesliga club’s leading commercial partners at a time when football organisations are increasingly aligning with digital transformation and innovation-focused brands.
In addition to securing naming rights for the stadium, the partnership will include integrated venue branding, hospitality experiences, digital activations, and broader collaborative initiatives designed to enhance fan engagement and increase international visibility for both parties.
Daniel Förderer, Managing Director of TSG Hoffenheim, said, “The SNP Arena reflects our ambition to continuously develop TSG’s location and infrastructure. With SNP, we have a partner at our side that embodies innovation, internationality, and future-oriented thinking – values that also define our club. Together, we want to create momentum: for football, for the region, and for the continued development of our entire ecosystem.”
Jens Amail, CEO of SNP, added, “The trusted interaction between people, data, and artificial intelligence is a key success factor today – in elite sports just as much as in business. With TSG Hoffenheim, we are teaming up at the heart of a strong regional network where we can actively contribute. At the same time, the SNP Arena provides us with visibility beyond the region and a sustainable platform to further strengthen our growth strategy. We are very much looking forward to partnering with Daniel Förderer, Andi Schicker, and the entire TSG team.”
Opened in 2009, the 30,000-plus capacity venue has previously operated under several names, including Rhein-Neckar-Arena and PreZero Arena. The rebrand further reinforces Hoffenheim’s position as one of German football’s most commercially progressive and innovation-driven clubs, particularly following the team’s fifth-place Bundesliga finish and qualification for the 2026-27 UEFA Europa League.
