Sponsorships

Sports

Football
Team spirit, speed, emotion and joie de vivre – these are the aspects that connect soccer with retail. REWE Group is the main and jersey partner of 1. FC Köln, REWE Dortmund is also a sponsor of Borussia Dortmund and REWE Region Mitte of Eintracht Frankfurt. REWE Region Südwest supports VfB Stuttgart and SV Sandhausen, and REWE Region Ost supports 1. FC Union Berlin and 1. FC Magdeburg. In northern Germany, REWE Region North sponsors Hamburger SV. REWE Region Süd sponsors TSV 1860 Munich.

In Slovakia, BILLA Slovakia sponsors the Fortuna League as well as the “Football in the City” project, which organizes soccer competitions for children up to the age of 11 throughout the country.

The Hungarian club Groupama Aréna FTC is sponsored by PENNY Hungary. Since 2015, PENNY Romania has been the sponsor of all 19 Romanian national soccer teams and the supplier of fresh products for all soccer teams of the Romanian Football Federation. PENNY Czech Republic has been the main sponsor of the men’s and women’s national teams since 2024. In Italy, PENNY is the official sponsor of the Rome Marathon, the Milan Rugby Festival and Pride Sports Milan 2024.

Jamal Musiala is one of the two REWE brand ambassadors – together with his colleague and also football star Thomas Müller, who has been working with REWE since 2011. Jamal Musiala is currently considered one of the most exciting young footballers in world football and has already become the new figurehead of German football within a short period of time.

German footballer, Thomas Müller, has supported REWE for many years now with his genuine and likeable manner.

From handball to marathons

Aside from many football partnerships both large and small, REWE is also involved with other sports clubs such as the handball clubs SC DhfK Handball Leipzig and the Rhein-Neckar-Löwen, and the basketball clubs FC Bayern Basketball and Phoenix Hagen. Another key partnership is REWE Final 4, the national handball league cup final – a unique sporting event that brings together handball enthusiasts in Cologne every year.

For many years now, runners in the GENERALI Cologne Marathon have been supplied with energy-rich food and drink along the marathon route and at the REWE Group Refreshment Village.

E-Sports

REWE is a partner of SK Gaming, one of the best known e-sports brands. As an official nutrition partner, REWE contributes its expertise in this area by providing fresh food and nutrition plans, for example.

In March 2020, REWE became shirt sponsor of the ‟FIFAˮ e-sport team of 1. FC Cologne in the virtual Bundesliga.

PENNY Czech Republic is a partner of the official e-sports team of the Czech national soccer team.

Nutrition – ‘Torhunger’ Mission

Talent alone is not enough. Nutrition is also an important factor for success. REWE has therefore founded the Torhunger initiative, which provides professional nutrition tips and events to help German football reach its full potential.

With the ‘Torhunger’ initiative, we bring together what belongs together: nutrition and football. Because in addition to hard training, real kickers also need the right nutrients to perform perfectly. REWE supports kickers and clubs with football camps and football cups, but also with the Torhunger food truck and many tips and tricks that help kickers to always be at full power on the pitch.

Ice hockey

PENNY is a supporter and proud partner of German ice hockey. Since season 2020/21, PENNY acts as the first title sponsor of the German ice hockey league. In the newly named PENNY DEL, the highest national league, the partnership is visible in the arenas in many ways. In addition to the kick plate, PENNY is also present with perimeter, under ice and goal branding, among others. Exciting off-ice events, such as the PENNY DEL barbecue championship or the “master market” of the Eisbären Berlin complement the partnership.

PENNY is also a premium partner of the German Ice Hockey Federation (DEB) and supports the German junior team and the Para national team. PENNY is also a partner of the eDEL (eSports). With a view to the home World Championships in 2027, PENNY has also been an official sponsor of the Ice Hockey World Championships since 2024.

With this involvement, PENNY strengthens its strategic and holistic partnership with regard to the world’s fastest team sport. All news and information about the involvement 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 back in 2015 as a sponsoring partner of the Parookaville Festival. In 2024, the discount supermarket chain is positioning itself as a festival supplier that will create an unforgettable festival experience with other activities in addition to the optimal supply of goods.

In addition to Parookaville, PENNY will also be represented at the San Hejmo and Glücksgefühle festivals in 2024. More information is available at www.penny.de/festivals

Current press releases

Press release

1 October 2024

Change in the Executive Board of DERTOUR Group: Patrick Lambertz succeeds Boris Schnabel as CFO Group

Press release

14 August 2024

REWE Group’s BBB rating renewed

Press release

11 April 2024

REWE opens its first exclusively plant-based supermarket

Press release

9 April 2024

REWE Group 2023: Remaining firmly on course for success in a persistently challenging marketplace

Press release

6 March 2024

DER Touristik Group evolves to DERTOUR Group: A strategic milestone in its internationalisation journey

Press release

11 January 2024

Karl J. Pojer appointed new CEO of DER Touristik Hotel Division

Press release

10 January 2024

Expanded position in the market for land-based travel: DER Touristik acquires a majority stake in DR Hospitality

Press release

4 December 2023

On course for success with innovative technology: three more REWE Pick&Go stores in Düsseldorf and Hamburg

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