SPORTFIVE & Dynamo team up

Dresden / 9 April 2009 – SG Dynamo Dresden, the project company for the Dresden stadium, which HBM plays a key part in, and SPORTFIVE GmbH & Co. KG have signed a comprehensive marketing partnership. The Hamburg-based sports rights marketing agency will immediately assume general marketing tasks for the venerable East German club. These include the acquisition and supervision of sponsors, sales of naming rights for the stadium, the development of new sponsoring packages and the marketing of business and box seating areas in the new Dresden stadium. The partnership has been agreed upon for a minimum of ten years.


Markus Hendel, Stefan Bohne, Axel Eichholtz, Peter Zamoryn

To ensure that these tasks are supported efficiently, SPORTFIVE will set up a local team. The new Rudolf Harbig Stadium will be dedicated in the autumn of 2009, when it will offer 32,396 completely roofed seats. In the new Dresden stadium, already slated to be the official venue of the FIFA Women's World Cup in 2011, 18 boxes and 1120 VIP seats will be provided.

Stefan Bohne, Executive Director SG Dynamo Dresden: “With SPORTFIVE, we now have a strong partner at our side. We are very pleased to benefit from the vast competence that has made SPORTFIVE the world's No. 1 in football marketing. This is the right point in time to secure Dynamo's prospects for the future. Construction of the new stadium is in the home stretch, and the new third league has substantially improved general conditions for a more concentrated marketing approach.”

Dipl.-Ing. Axel Eichholtz, Managing Director of HBM: “We are very pleased that negotiations with our contractual partners have been successfully concluded, ensuring the joint marketing of the stadium for the long term. With SPORTFIVE, we have a professional and very experienced sports rights marketing agency at our side. It makes sense to market all the rights from a single source in bundled fashion – i.e. combined club and the stadium rights. We are now optimistically looking forward to and focusing on the future collaboration.” Philipp Hasenbein, Managing Director SPORTFIVE GmbH & Co. KG: “Dynamo Dresden is a venerable club, one of the strongest brands in the third league. The new stadium will allow the club to gain even more presence. Additionally, the city of Dresden, as the hub of a quickly-growing region, offers prime conditions for a bright future. The current club sponsors will naturally be our first contacts for the marketing measures.”

About SPORTFIVE: SPORTFIVE is the global leader in football marketing and one of the largest agencies in the sports business sector. The sports marketing group covers the entire spectrum of sports rights marketing, from closing deals for international television rights to stadium advertising, football jersey sponsoring, stadium development and hospitality programmes, such as for the 2010 FIFA World Cup South Africa™ and the 12th IAAF World Championships in Athletics berlin 2009™. Altogether, the group markets more than 30 soccer clubs, 250 international clubs and 10 leagues. In Germany alone, SPORTFIVE is responsible for the overall marketing of ten Bundesliga teams, including Hertha BSC, Borussia Dortmund and Hamburger SV. The International Olympic Committee (IOC) has entrusted SPORTFIVE with the exclusive marketing of TV and new media rights for Europe (with the exception of some key markets) for the 2014 and 2016 Olympic Games. In addition to the key business of football, SPORTFIVE is mainly active in the international handball, rugby, triathlon, track and field athletics, tennis and motor sports segments.

About HBM: HBM Stadien- und Sportstättenbau GmbH is an affiliated company of BAM Germany AG. As a competent partner for the planning, construction, furnishing and renovation of complex stadiums and sports facilities, the company also offers financing and operational services for sports arenas. Its references include notable projects, such as the Veltins Arena AufSchalke, the AWD Arena in Hanover and current construction projects for the 2010 FIFA World Cup in Johannesburg and Port Elizabeth.




For further information, we would be happy to provide assistance:

Caroline Götz

Sportfive GmbH & Co. KG

Tel.: +49 40 376 77-333

Fax: +49 40 376 77-115

E-Mail: caroline.goetz@sportfive.de

Peter Tauber

SG Dynamo Dresden

Tel.: +49 351 43943-66

Fax: +49 351 43943-13

E-Mail: peter.tauber@dynamo-dresden.de

Axel Eichholtz

Stadion Dresden Projektgesellschaft mbH & Co. KG

Tel.: +49 211 50664-352

Fax: +49 211 50664-313

E-Mail: a.eichholtz@bam-deutschland.de