Columbia Threadneedle has become the latest European asset manager to sponsor a major football team, with a new partnership deal with German Bundesliga club TSG Hoffenheim.
The company said its sponsorship of TSG, which has had a meteoric rise from the fifth division to the top tier of German football, is an important step in its local expansion strategy and commitment to the German market.
Columbia Threadneedle joins a growing list of fund providers eager to invest in the lucrative world of professional football.
Bundesliga club FC Köln has already announced similar partnerships with asset managers, Flossbach von Storch and Sauren Financial Group.
Other investment companies financially involved in the Bundesliga include DWS (which is a partner of Eintracht Frankfurt), Union Investment (a business partner of TSG Hoffenheim) and Liechtenstein-based MCVM Fund Management, which is a sponsor of SC Freiburg.
“In football, as well as in portfolio management, good teamwork is crucial for success. Therefore, we have decided to enter a sports sponsorship in German football,” Columbia Threadneedle’s country manager for Germany Florian Uleer said in a press release.
“The club, as well as our investment approach, are characterized by a high level of discipline and sustainability, and we, like TSG, specifically develop talents [with the] goal of promoting diversity and building on our investment success.”
As part of its contract with TSG Hoffenheim, which runs until the end of June 2020, Columbia Threadneedle will receive TV-relevant advertising space at TSG home games and present half-time and full-time results on the club’s social media channels.
“The fact that a renowned, globally-active financial organisation like Columbia Threadneedle have chosen us as a partner really serves to confirm our established position in the market,” TSG Hoffenheim’s managing director Dr Peter Görlich said. “This is a real source of pride for us.”