Overview
- German reports citing Sport Bild say BYD has discussed offering up to €90 million for Eintracht Frankfurt’s stadium naming rights starting in summer 2027.
- A September trip by board spokesman Axel Hellmann, vice president Armin Kraaz, and international affairs lead Samy Hamama included meetings with BYD’s top management in Shenzhen.
- Eintracht’s current agreement with Deutsche Bank runs through 2027 and totals €38 million over seven years, with a renewal still possible but portrayed as unlikely to match the reported BYD figure.
- Coverage notes BYD’s prior support for Eintracht-run grassroots projects in Shenzhen and reports the company’s new Germany base is in nearby Offenbach.
- The potential partnership remains unconfirmed, with talks described as exploratory and framed against larger European naming-rights benchmarks such as Bayern’s Allianz deal.