January 21 – German club Hannover 96 have replaced insurer HDI with construction firm Heinz von Heiden as naming rights partner for their stadium in a five-year deal.
The builder had been a longstanding shirt sponsor of the second-division club until last year, but now returns to the field in a naming-rights deal that will run through until 2026. The financial terms of the deal were not disclosed.
The naming rights apply to the entire arena, from the Heinz von Heiden Arena lettering on the roof to the seat shells or the centre board on the video board as well as various activation options.
“Heinz von Heiden has been a reliable and loyal partner and supporter of Hannover 96 in the past seven years as a shirt and main sponsor, from July on at least five years as naming-rights partner of the Heinz von Heiden Arena – that is a strong sign of solidarity and is a sign of a joint responsibility for the city, region and Hannover 96,” said the club’s managing director Martin Kind.
In 2019, Hannover 96 were relegated from the Bundesliga. A mid-table club in the second tier this season, they eliminated Borussia Monchengladbach from the German Cup on Wednesday with a 3-0 win.
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