TSG Hoffenheim stadium to become SNP Arena in naming-rights deal
TSG Hoffenheim have agreed a naming-rights deal with Heidelberg-based software company SNP that will rebrand the club’s stadium as the SNP Arena from July 1, 2026, adding a new long-term revenue platform tied to hospitality and digital activation.
TSG Hoffenheim have signed a naming-rights agreement with SNP SE that will see the Bundesliga club’s home ground in Sinsheim renamed the SNP Arena from the start of the 2026–27 season.The rebrand takes effect on July 1, 2026 and replaces the stadium’s current sponsored name, with the club and company positioning the partnership as a long-term collaboration rooted in the Rhine-Neckar region.The agreement initially runs until June 30, 2028 and includes more than naming rights, with a broader delivery package spanning stadium branding, hospitality services and integration across digital channels.Daniel Förderer, Managing Director of TSG Hoffenheim, said: “The SNP Arena reflects our ambition to continuously develop TSG’s location and infrastructure. With SNP, we have a partner at our side that embodies innovation, internationality, and future-oriented thinking – values that also define our club.“Together, we want to create momentum: for football, for the region, and for the continued development of our entire ecosystem.”The tie-up also reconnects SNP with the club after a previous commercial relationship, with SNP having served as TSG Hoffenheim’s sleeve sponsor from 2019 to 2022.SNP is headquartered in Heidelberg and operates as a SAP data management specialist, with the company framing the naming-rights investment as both a brand platform and a strategic partnership aligned to broader themes of data, innovation and artificial intelligence.Jens Amail, CEO of SNP, said: “The trusted interaction between people, data, and artificial intelligence is a key success factor today – in elite sports just as much as in business. "With TSG Hoffenheim, we are teaming up at the heart of a strong regional network where we can actively contribute. At the same time, the SNP Arena provides us with visibility beyond the region and a sustainable platform to further strengthen our growth strategy."From a rights-holder perspective, the deal adds a multi-year anchor asset that can be packaged into a wider commercial stack, combining matchday visibility with premium hospitality inventory and year-round content rights across club-controlled channels.Naming rights also give clubs a more predictable revenue line that can support longer-cycle planning, particularly when paired with hospitality and digital deliverables that can be measured through sales, lead generation and partner retention.The stadium will operate under its new name from July 1, 2026, with branding rollout expected across physical assets and digital touchpoints ahead of the 2026–27 season launch.