As one of the world’s most prominent footballing nations, there are quite literally thousands of articles that we could write that explore sports sponsorship in Germany when it comes to the world’s most popular ball game.
Examples of successful football sponsorship campaigns include Deutsche Telekom and Bayern Munich, Volkswagen and Vfl Wolfsburg, Bayer and Bayer Leverkusen, and Red Bull and RB Leipzig. There’s no doubt about it: when it comes to football, Germany stands strong—and it utilizes the world’s biggest brands to do it. For instance, as of the 2025/26 season, Bayern Munich still partners with Deutsche Telekom, Wolfsburg with Volkswagen, and Leverkusen with Barmenia, while RB Leipzig remains with Red Bull. Notably, Borussia Dortmund has switched its main sponsor from 1&1 to Vodafone this season, further highlighting the significant global brands operating within German football sponsorship.
But what about Germany’s other key sporting fixtures—for example, its long-standing MotoGP race?
Germany has been a prominent inclusion on the MotoGP calendar since the 1950s, with races at various venues before the Sachsenring became the permanent home in 1998—and it remains so today.
When is the German MotoGP taking place?
This year’s German MotoGP took place between July 11th and 13th. The world’s top MotoGP riders flocked to the Sachsenring track for a race that proved both technically demanding and visually rewarding.
What did we see at this year’s German MotoGP?
Marc Marquez extended his legend at the Sachsenring by securing his ninth win at the circuit, riding for Ducati Lenovo Team. He led from start to finish, followed by his brother Alex Marquez and last year’s champion Francesco Bagnaia. No current rider could topple Marc Marquez from his Sachsenring throne this year.
Notably, past stars like Valentino Rossi and Andrea Dovizioso are no longer active contenders, so the attention now falls on a new generation of stars like Fermin Aldeguer and Fabio Quartararo, who finished in the top five this year.
Sports sponsorship in Germany: motorsports
Examples of international brands leveraging sports sponsorship in German motorsport are easy to find. Germany’s tradition continues with premium names: Porsche, BMW, Audi, Mercedes, and Volkswagen actively compete in DTM, Formula 1, WRC, Formula E, and more.
In the world of F1, however, there is no German Grand Prix on the 2025 calendar, so Mercedes is not a title sponsor of a national event; rather, the focus has shifted to international circuits and other series. Instead, German brands are showing their dominance in electric motorsport: Porsche, for example, just clinched both the Teams’ and Manufacturers’ world championship titles at the end of the 2025 Formula E season, reinforcing their position as the front-runners in electric racing. Customer teams Andretti and Cupra Kiro, also powered by Porsche, played a significant role in the manufacturers’ championship, demonstrating the depth of Porsche’s commitment and success in the series.
Sports sponsorship at the German MotoGP
The 2025 German MotoGP was officially titled the Liqui Moly Grand Prix of Germany, reflecting the continued presence of prominent sponsorship. Helmet manufacturer HJC is no longer the title sponsor for the event, but global brands such as Liqui Moly remain key partners. The German MotoGP continues to attract major crowds and global attention, making it highly attractive for brand sponsors seeking visibility and ROI, leveraging the country’s location, fan wealth, and event accessibility.
If sports sponsorship in Germany is your objective, MotoGP remains a red-hot opportunity. Brand involvement is highly customizable: consider a model like Qatar Airways’s innovative championship-wide partnership, or pursue roles as hospitality suppliers or product showcase partners—there are numerous avenues to make a meaningful impact.
These are only a few options—there are many, many other ways that you can get involved in MotoGP and make sports sponsorship in Germany work for your brand.
Want to join these brands as a sponsor of the German MotoGP in the future? RTR Sports Marketing can help. We’ll be waiting for your call! Drop us a line at info@rtrsports.com