Through its retail divisions, the REWE Group is involved in a wide range of sponsorship activities. These range from soccer, handball, basketball, and marathons to esports and festivals. The focus is always on bringing people together, fulfilling our 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 promotional activities surrounding the partnership are also unique: With creative ideas, innovative formats, and special fan experiences, REWE is continuously evolving its sponsorship. From “Money Can’t Buy” fan experiences to sweepstakes and digital formats, all the way to regional in-store promotions and stadium appearances, the partnership is brought to life in a variety of ways. The result is a truly special partnership that goes far beyond traditional sponsorship.
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.
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
REWE Region Ost: Partner of 1. FC Union Berlin
REWE Region Nord: Partner of Hannover 96
REWE Region South: No football sponsorship deals at present
REWE West: Partner of Alemannia Aachen & 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 truly complete? That’s right — a great program and really good food. And it has to be innovative! With the REWE Food Truck, REWE is present nationwide at select sporting events and recreational sports gatherings. The food truck also stops at each leg of the German Beach Tour and is an integral part of REWE’s on-site presence.
It brings along creative recipe ideas, new products, and a variety of tastings. This allows visitors to discover new flavor experiences and find inspiration. The REWE food truck effortlessly combines sports and nutrition, providing additional highlights off the field.
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
- Basketball: FC Bayern Basketball & Phoenix Hagen
- Beachvolleyball: German Beach Tour
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.
German Beach Tour – Experience Beach Volleyball
REWE is also a partner of the German Beach Tour, Germany’s largest national beach volleyball series. Every year, the tour stops in various cities, bringing together top-level sports, a summer atmosphere, and thousands of fans.
REWE supports the tour with a variety of on-site activities and creates additional offerings for visitors. In this way, the partnership combines a passion for sports with an active lifestyle and fosters a sense of connection with the community.
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.
