Merkur Group has announced a new two-year partnership with German football club Hannover 96, commencing from the start of the 2026/27 season.
Indeed, this newly brokered deal sees the gaming and entertainment company become an official partner of the German football side.
As part of the collaboration, the Merkur brand will feature prominently across Hannover 96’s home stadium via perimeter advertising, static branding and digital activations. The partnership is also expected to include joint marketing initiatives designed to engage supporters throughout the season.
The deal adds Hannover 96 to an extensive roster of clubs supported by Merkur, whose football sponsorship portfolio already spans multiple divisions of the German game. As outlined by the company, this deal is designed to increase brand visibility while helping clubs connect with fans through a range of entertainment-focused campaigns.
It has been a busy operational period for Merkur Group, which recently announced the double hire of Benjamin Stegemann to help lead the company’s Future Gaming Innovation Lab and Dubravka Burda as SVP of Global Studios in April.
Following on from this, the organisation’s UK arm formally pledged to support local Hull Zingari Cricket Club in May via a £2,800 ($3,750) donation – which was used to fund cricket balls and additional equipment ahead of the 2026 season.
More recently, Merkur Group announced the acquisition of White Hat Studios earlier this month for an undisclosed fee, outlining that this move represented the next phase in its US expansion strategy.
Merkur Group sponsors clubs across (almost) all professional tiers in Germany, actively maintaining partnerships with around 9 distinct professional football clubs
