Bayer 04 Leverkusen and Lagardère Sports extend partnership

Bayer 04 Leverkusen and Lagardère Sports signed an agreement to continue their partnership. The Bundesliga team reached an agreement with the global sports rights agency to continue its long-standing cooperation.


Fernando Carro, Chairman of the Bayer 04 Board of Management, said:

Both the team of Lagardère Sports and the presented concept convinced us that the agency is capable to deliver to our needs. We are confident that, with Lagardère Sports as our partner, we will be able to progress economically and further expand our marketing and sponsoring activities, especially in the area of internationalisation of the Bayer 04 brand.


Hendrik Schiphorst, Executive Vice President Lagardère Sports Germany, said:

We are pleased that we will continue our long-standing cooperation. Bayer 04 Leverkusen is one of the top premier clubs in Europe and one of the flagships in our portfolio. We have ambitious plans for the coming years and we will for sure uplift our partnership to the next level.


Lagardère Sports will continue to support the club in all marketing matters activities such as acquisition and the marketing of the hospitality areas in the BayArena. One of the focal points of the cooperation is raising the international profile of the club.


Bayer 04 Leverkusen and Lagardère Sports have been working together successfully since July 2007.


Image, courtesy: Bayer 04 Leverkusen/Lagardère Sports



Europe’s first Premium Seat event, ALSD International, will be touching down in London next month, October 10-12, where attendees will hear invaluable insights from 40+ industry expert speakers on everything from the Latest Innovations in Hospitality and Navigating the Financial Path to Revenue Success, to Strategic Design & Innovative Upgrades, Analytics, ROI & Naming-Rights, and Leveraging Technology for Enhanced Premium Amenities & Hospitality.


The event is being delivered by the 29-year-old Association of Luxury Suite Directors (ALSD) in cooperation with the European Arenas Association (EAA), alongside Founding Partners AVIXA (Audiovisual & Integrated Experience Association), Elevate Sports Ventures, Levy Restaurants, Ticketmaster and The Parker Company, in addition to event sponsors 1HUDDLE, 3D Venue Design, Fund Raisers Sports, IHS Global Alliance, i6tix, Metropolitan Strategies, LiveStyled, Spring, Soccerex and Wavework.  


Proceedings will kick off on the evening of Wednesday 10th October with a very special behind-the-scenes tour of Wembley National Stadium, specifically Club Wembley and it’s latest VIP, corporate hospitality and Premium GA offerings, including the One Twenty and The Lioness, followed by a networking reception in the brand new signature restaurant at The SSE Arena Wembley.


Check out the latest speaker list and agenda online at:



Image, courtesy: KSS


#ALSDInternational – Europe’s first Premium Seat event


#SportsVenueBusiness – the leading platform for sector news, views & developments 



Share This Article

This website uses cookies and asks your personal data to enhance your browsing experience.