Sport. Nutrition. Community involvement.
These are the cornerstones of our sponsoring activities.


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.



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