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Hertha BSC Expands Sportfive Partnership to Bolster Finances

Having secured its 2025/26 second-division license through DFL compliance, the club plans to reshape its sponsorship strategy with data-driven marketing aimed at new audiences.

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Overview

  • Hertha BSC secured its 2025/26 second-division license after meeting a condition set by the Deutsche Fußball-Liga.
  • The club has carried high debt for years, prompting the decision to deepen its long-standing marketing partnership with Sportfive, which began in 1994.
  • Under the expanded collaboration, Hertha and Sportfive will overhaul the club’s sponsorship strategy and bolster the on-site marketing team.
  • The partnership will use data-driven campaigns and innovative hospitality products to reach new audience segments and partner categories.
  • Sportfive Germany CEO Hendrik Schiphorst said he was proud to continue supporting Hertha’s “Berliner Weg” vision and unlock the club’s untapped potential.