Hoffenheim targets sustainability with new stadium sponsor

German Bundesliga football club TSG 1899 Hoffenheim has agreed a deal for waste management company PreZero to take on naming rights to its home stadium.

The 30,000-seat stadium will now be known as the PreZero Arena. The ground is known as the Rhein-Neckar Arena, after the region in which the club is based, and was previously sponsored by renewable energy company Wirsol.

The deal has been signed ahead of Hoffenheim’s home match against Bayern Munich tomorrow (Friday). The length of the agreement has not been disclosed, but German magazine Kicker said a five-year deal has been signed, with the option of a further five years. Kicker also reported that the deal would be worth around €4.5m (£4m/$5.1m) a year.

The club’s managing director Peter Görlich said: “Together we want to turn our stadium into a pioneering location for sustainability and resource efficiency. As a successful association in one of the most important leagues in Europe, we are aware of our exemplary impact away from the field as well. With our partner PreZero, we will conserve resources and set an additional signal for sustainable development.”

Dietmar Böhm, managing director of PreZero, added: “PreZero’s vision is a recyclable waste management system that recycles almost 100 per cent of waste because we see it as a valuable raw material.

“For this purpose, we analyse waste streams and find innovative solutions, from waste separation systems to unconventional recycling approaches. Recycling not only saves our customers disposal costs, but also conserves resources and contributes to environmental protection.”

The club said that analysis from PreZero found that an average of four tonnes of waste is generated at home matches, of which at least 60 per cent is recyclable.

Image: TSG 1899 Hoffenheim