Wiesenhof expands DFB deal with four-season DFB-Pokal partnership
Wiesenhof has expanded its German football portfolio by signing as a DFB-Pokal partner for four seasons from 2026–27, covering both the men’s and women’s competitions.
Wiesenhof has agreed a new sponsorship with the German Football Association (DFB) that will make the poultry brand a partner of the DFB-Pokal for the next four seasons.The deal starts in 2026–27 and covers both the men’s cup and, for the first time, the women’s DFB-Pokal, giving the brand a single national property spanning two competitions with strong free-to-air reach.Ingo Stryck, Wiesenhof’s head of marketing, said: “We are delighted to deepen our partnership with the DFB. Since summer 2024 we have supported the German women’s national team successfully and with a lot of passion. When the window for an engagement in the DFB-Pokal opened, we moved quickly.”Stryck said: “Sponsoring the DFB-Pokal offers us very high exclusivity with outstanding audience reach. The cup matches also always have a very special, emotional flair.”The cup partnership builds on Wiesenhof’s existing rights position within the DFB ecosystem after it became an official partner of Germany’s women’s national team on August 1, 2024.It also adds another high-volume, appointment-viewing asset to a sponsorship mix that has included a long stint as Werder Bremen’s main sponsor, plus national partnerships around UEFA EURO 2024 and the UEFA Women’s EURO 2025 in Switzerland.Wiesenhof has also invested across other sports rights, including basketball, handball, ice hockey and volleyball, signalling a strategy that blends football’s scale with broader year-round visibility.Commercially, the DFB-Pokal gives sponsors repeated high-audience windows across multiple rounds and a clear storytelling arc towards finals, which can support retail activation and seasonal campaigns.The women’s inclusion extends that inventory and aligns with growing brand focus on women’s sport, while allowing a single creative idea to travel across two competitions and different audience segments.Wiesenhof is already using football-adjacent marketing to support product pushes, including an on-pack promotion running until June 30, 2026 and a multi-channel campaign around its grilling season range spanning TV, online video, radio and social platforms.