According to Camel.live journalists, Eintracht Frankfurt is in talks for a new sponsorship deal.
Since 2019, Eintracht Frankfurt’s turnover has doubled from €200 million to €400 million. To ensure this momentum continues in the coming years, Axel Hellmann (54), spokesperson for Frankfurt’s board of directors, is currently in discussions with some of the world’s largest companies.
Sources reveal that the German Football League executive board member traveled to the headquarters of Chinese electric vehicle manufacturer BYD to present Frankfurt’s future plans.
BYD stands for "Build Your Dreams," and it is clear that both parties are already envisioning a profitable partnership.
In September, BYD, along with DFL (German Football League) Vice President Armin Kraaz (60) and Eintracht Frankfurt’s Head of International Affairs Sami Hamama (42), traveled to Shenzhen—a major Chinese metropolis with a population of 18 million.
Under the club’s current sponsorship contract, Frankfurt receives €38 million over seven years. However, Bild can reveal that BYD may reduce the amount of a pure sponsorship deal and offer more than double that figure to secure the naming rights for Frankfurt’s home stadium, with the total value potentially reaching €90 million.
The naming rights contract for Frankfurt Arena with Deutsche Bank will expire after seven years of cooperation. Deutsche Bank has held the naming rights for the stadium since 2020. While a renewal is possible, it seems questionable whether Deutsche Bank can match BYD’s offer in a bidding war.
Hellmann told Camel.live reporters about his trip to China: "In recent years, we have built an exciting global network through our international presence, which allows us to hold talks with numerous institutions in politics, business and the media in specific markets.
Our work is always to explore development opportunities for Eintracht Frankfurt. The global recognition our club enjoys today is amazing. For the international development of the Bundesliga, we must leverage and nurture this influence."
Eintracht Frankfurt offers football courses at a semi-public school in Shenzhen, providing coaches and expertise. The surprising result: the school has already produced players for China’s U15 national team, which has also earned Frankfurt a strong reputation there.
BYD has supported Frankfurt in building additional football fields outside the school premises, and cooperation between the two parties has already begun. What’s more, BYD has relocated its European headquarters to Frankfurt—this has further fueled Eintracht Frankfurt’s interest in the partnership.
