Hannover: Naming rights saga ends, time for new sponsor

source: dpa.com; author: michał

Hannover: Naming rights saga ends, time for new sponsor After 11 years the rebuilt stadium in Hannover has to find a new sponsor. Partners haven’t reached an agreement to further prolong their cooperation. Who will be next? German agency DPA has some names…


It’s been (and for many fans always will) Niedersachsenstadion since 1954, but as the old venue was torn down in 2002 ahead of the 2006 World Cup, a new name came along. Hannover 96 signed a naming rights deal with AWD until 2007, making the rebuilt structure renamed to AWD Arena. Then the contract was prolonged until the end of 2012/13 season.

And this is where the story ends as Swiss Life (renamed brand of the AWD holding) refused to agree on new conditions, claiming Hannover 96 expectations are too high. The team, currently fighting in Europa League, hopes to get €1.5 million ($2m) per year.

Martin Kind, club president, assures there is high interest and the football side has already been approached by several companies. No names are officially given, but insurance company HDI, tire manufacturer Continental and travel giant Tui have been mentioned in the press.