With its various sales lines, REWE Group is involved in a wide range of sponsoring activities. From soccer, handball, basketball and marathons to e-sports and festivals. The focus is always on connecting people, assuming social responsibility and bringing the values of our corporate culture to life.
Sponsorships
Sport, nutrition, social commitment –
these are the cornerstones of our sponsorship activities.
REWE – A STRONG PARTNER FOR SPORT AND NUTRITION
1. FC Köln – A partnership with attitude and history
REWE Group has been a partner of 1. FC Köln since 2003 and its main and jersey partner since the 2007/08 season – longer than any other main sponsor in the club’s history. In August 2024, the partnership was extended ahead of schedule until June 30, 2028 – a strong sign of trust and long-term cooperation, especially in challenging times.
Over the past 17 years, a close, value-based partnership has grown that goes far beyond traditional advertising: REWE and FC are jointly committed to tolerance, diversity, integration, inclusion and Sustainability – among other things through creative jersey campaigns for social institutions.
The activation of the partnership is also unique: with special fan experiences according to the motto “Money can’t buy “, with digital formats, e-sports sponsorship and a regional presence in stores and in the stadium, sponsorship is alive on many levels and is constantly being rethought.
Thomas Müller – brand ambassador with attitude
Thomas Müller has been the face of REWE advertising since 2011 – known from numerous TV campaigns, digital formats and live events. Whether in humorous commercials, authentic social media clips or at local events: Thomas Müller always manages to reach and inspire people.
With his honest, down-to-earth manner, he embodies REWE’s brand values like no other: reliability, closeness, team spirit and joie de vivre. He stands for down-to-earthness despite great success, speaks the language of the people and always remains credible and likeable. It is precisely these qualities that make him an ideal brand ambassador who creates trust and authentically conveys REWE’s values.
Through his long-standing partnership with REWE, a close relationship has developed that goes far beyond classic advertising. Thomas Müller is not just a testimonial, but a real figurehead for the brand – with attitude, heart and humor.
Regional soccer promotion – present throughout Germany
REWE Group also supports numerous soccer clubs beyond Cologne as a reliable partner on and off the pitch:
REWE Dortmund: Partner of Borussia Dortmund & VfL Bochum
REWE Region Mitte: Partner of Eintracht Frankfurt
REWE Region Südwest: Partner of VfB Stuttgart & SV Sandhausen
REWE Region Ost: Partner of 1. FC Union Berlin & 1. FC Magdeburg
REWE Region Nord: Partner of Hamburger SV & Hannover 96
REWE Region South : Partner of TSV 1860 Munich
REWE West: Partner of Preußen Münster
SK Gaming – Together in the game
REWE is an official partner of SK Gaming, one of Europe’s best-known e-sports teams based in Cologne.
The partnership is conceived holistically and brought to life for fans through a variety of activations. From joint product developments such as the REWE x SK Gaming vitamin water to content in social media and fan competitions to appearances at industry events such as Gamescom – REWE is very close to the gaming community.
With its many years of nutritional expertise, REWE also brings important impulses for a conscious and balanced lifestyle to the world of digital sports and supports the sustainable development of the e-sports scene.
Nutrition & Sport – “Mission Foodtruck”
What makes a good event complete? Exactly, a strong program and really good food. That’s why the REWE Foodtrucks go on a big tour throughout Germany every year. With creative food ideas and interactive activities in their luggage.
From the Kitesurf Masters in St. Peter Ording and the European Beach Volleyball Championships in Düsseldorf to the IRONMAN in Frankfurt and the Munich Mash in Munich: Our trucks make stops at the hottest sporting events in the country. Our partner clubs such as 1. FC Köln and VfB Stuttgart also look forward to our visit every year.
On-site, we provide real tasting moments, free of charge, surprising and full of new taste experiences. If you feel like it, you can even make your own smoothie on our smoothie bikes. And it’s all happening at the Bolzbox, where young and old compete against each other in action-packed sit-down soccer duels.
Our missionis to enrich events, inspire visitors and show that innovative nutrition is fun and memorable.
From handball to marathons – broad commitment to popular sports
REWE is also involved in numerous other sports outside of soccer:
Handball: SC DHfK Leipzig, Rhein-Neckar Löwen, VfL Gummersbach
Basketball: FC Bayern Basketball & Phoenix Hagen
At the GENERALI Cologne Marathon, the REWE Group, together with PENNY and brand partners, has been providing comprehensive catering for runners for many years. With fresh, energizing food along the course and in the REWE Group catering village.
Ice hockey
PENNY is a supporter and proud partner of German ice hockey: PENNY has been the first title sponsor of the German Ice Hockey League since the 2020/21 season. In the PENNY DEL, the highest national league, the partnership is also visible in the arenas in a variety of ways. In addition to the kickboard, PENNY is also present there with perimeter, under-ice and goal branding. Exciting off-ice activities such as the PENNY DEL barbecue championship or the “Meistermarkt” of the Eisbären Berlin and Red Bulls Munich round off the partnership.
In addition, PENNY is involved with the German Ice Hockey Federation (DEB) as a premium partner and supports the men’s and women’s national teams as well as the German junior and para-national teams. At the same time, PENNY promotes the active fan scene and creates unforgettable fan moments with the “Supporting 6” experience trips.
With a view to the home World Championships in 2027, PENNY has also been an official partner of the Ice Hockey World Championships since the 2024 World Championships.
This underlines PENNY’s strategic and holistic partnership with regard to the fastest team sport in the world. All news and information about the commitment can be found at www.penny.de/eishockey.
PENNY.festivals
PENNY has been represented at festivals for 10 years.
PENNY began its involvement in German festival culture in 2015 as a sponsoring partner of the Parookaville Festival. In 2024, the discounter is positioning itself as a festival supplier that creates an unforgettable festival experience with other activities in addition to the optimal supply of goods.
In addition to Parookaville, PENNY was also represented at San Hejmo and the Glücksgefühle Festival in 2024. More information is available at www.penny.de/festivals.
