Merkur Group signs two-year sponsorship deal with Hannover 96
2026-07-31
Source: Global Gaming Insider
Merkur Group has agreed a two-year sponsorship with Hannover 96 starting in the 2026/27 season, adding the club to its German football portfolio amid a period of expansion including new hires and the acquisition of White Hat Studios.
Merkur Group has secured a two-year sponsorship agreement with German Bundesliga club Hannover 96, with the partnership set to take effect at the beginning of the 2026/27 season. Under the deal, the gaming and entertainment firm becomes an official partner of the club.
As part of the arrangement, the Merkur brand will be visible throughout the club's home ground through perimeter boards, static signage, and digital campaigns. The two sides also plan joint marketing activities aimed at engaging supporters across the season.
Hannover 96 joins a broad portfolio of football clubs already backed by Merkur, which spans several divisions of German football. The company said the sponsorship is intended to boost brand awareness while helping clubs strengthen their connection with fans through entertainment-driven initiatives.
The deal comes during a busy stretch for Merkur Group. In April, the company announced the dual appointments of Benjamin Stegemann to lead its Future Gaming Innovation Lab and Dubravka Burda as Senior Vice President of Global Studios. In May, the firm's UK branch pledged £2,800 ($3,750) to Hull Zingari Cricket Club, funding cricket balls and other equipment ahead of the 2026 season.
More recently, Merkur Group revealed the acquisition of White Hat Studios for an undisclosed sum, describing the move as the next step in its US expansion strategy.