German 2.Bundesliga football club Hannover 96 has agreed a deal for home construction company Heinz von Heiden to become the new naming-rights sponsor of its home stadium.
The five-year deal officially rebrands the stadium as the Heinz von Heiden-Arena from July 1. Heinz von Heiden previously served as Hannover’s shirt sponsor from 2014 to 2021.
Hannover’s stadium is currently known as the HDI-Arena through an agreement with the insurance company which began in 2013. Prior to that, the venue was known as the AWD-Arena.
Financial terms of Heinz von Heiden’s deal with Hannover were not disclosed. As well as stadium naming rights, the company will receive in-venue brand exposure and a range of activation opportunities.
Helge Mensching, managing director at Heinz von Heiden, said: “The Heinz von Heiden-Arena is the home of Hannover 96 and the living room of the city. After we handed over the baton for the main sponsorship of Hannover 96 to Brainhouse247 in the summer, it was clear to us that such a commitment at a club other than our home club is out of the question.
“We didn’t have to think long when the offer for the Heinz von Heiden-Arena came. For us, ‘together as strong as a wall’ is not just a phrase, but a conviction for the Hanover region and the Reds. We look forward to welcoming football fans and concert lovers to our living room, the Heinz von Heiden-Arena, over the next five years.”
HDI-Arena had been in contention to stage matches during Germany’s hosting of UEFA Euro 2024 but did not make the 10-venue shortlist.
Image: Hannover 96
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