MEWA lands naming rights to Mainz stadium

Textile management company MEWA has agreed a deal to take on naming rights to the home stadium of German Bundesliga football club FSV Mainz 05.

The deal will come into effect from July and will run until 2026. Mainz’s stadium will be officially rebranded as the MEWA Arena as part of the agreement.

MEWA will also benefit from an extensive package of advertising and hospitality rights as part of the deal. MEWA has sponsored the club since 2013 and has previously held naming rights to the MEWA Lounge hospitality space, as well as a stand at the stadium.

MEWA will replace German automotive manufacturer Opel as Mainz’s stadium sponsor. The stadium has been known as the Opel Arena since 2016 but it was announced last week that the company would not be renewing its deal when it expires in the summer.

According to German magazine Kicker, MEWA’s deal will be worth around €2.3m (£2m/$2.7m) per season, a slight increase on Opel’s deal.

Jan Lehmann, commercial director at Mainz, said: “With the naming rights for our stadium, our long-term partnership with MEWA, which is characterised by mutual satisfaction and mutual appreciation, reaches a new level.

“Especially in challenging times like these, it is a sign of great trust to expand an existing partnership, and a sign that with Mainz 05 and MEWA it simply fits. The basic values of the mission statement of Mainz 05 and MEWA also include ecological sustainability – this will also be represented externally by the lettering on the arena in the future.”

Michael Kümpfel, member of the management board for marketing and sales at MEWA, added: “We have felt closely connected to Mainz 05 for many years. Not only through the regional proximity and the previous cooperation, but also through the team spirit and the common values that we share – there are many parallels between sporting and entrepreneurial performance.

“And of course we also become more visible to our target groups. For the company and the MEWA brand, this is a unique opportunity that we are happy to seize.”

The stadium opened in 2011 and was known as the Coface Arena until 2016 through a deal with the credit insurance company.

MEWA’s naming-rights deal was brokered by the Infront agency, Mainz’s official marketing partner.

Image: Lacu Schienred/CC BY-SA 4.0/Edited for size