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What does sports sponsorship in Germany look like?
By Riccardo Tafà| Posted May 14, 2019 | In Sport Sponsorship
By Riccardo Tafà| Posted May 14, 2019 | In Sport Sponsorship
What does sports sponsorship in Germany look like?
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Notably, past stars like Valentino Rossi and Andrea Dovizioso are no longer active contenders, so the attention now falls on a new generation of stars like Fermin Aldeguer and Fabio Quartararo, who finished in the top five this year.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
Riccardo Tafà
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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In an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
Save time and money
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
The right information, the right choice
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the beating heart
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Objective measurements for a certain return
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
Sit back, relax, we’ll take care of it
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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