HSV to hold its future matches in the HSH Nordbank Arena

New sponsor lends its name to the stadium in a gesture for the region

Hamburg, March 29, 2007 - The deal which will see the first name change for a Bundesliga stadium has now been signed and sealed. At the start of the coming football season, HSV will host its matches at the HSH Nordbank Arena. In addition to the naming rights for the club’s home stadium, the new partnership includes a whole array of communications measures – from stadium advertising and advertising on all the direction signposts in and around the arena to PR campaigns involving the players. The official naming ceremony for the HSH Nordbank Arena will be held in July amidst a spectacular fan festival. HSH Nordbank has also signed up as a new partner for the “The Hamburg Way” sponsoring initiative.

HSH Nordbank Arena

“This deal is a clear commitment to Hamburg and to the region as a whole,” says Hans Berger, CEO of HSH Nordbank. “HSH Nordbank and HSV are both international teams with their roots embedded in the region. Both have long been successful premium-division players in their respective fields and have set their sights on developing further still. It is before the backdrop of our overlying business strategy and the prospect that our company might soon be floated on the stock market that we believe this partnership to represent an ideal investment in our brand.”

“HSH Nordbank is a company of traditional renown which fits perfectly into our concept of The Hamburg Way,” Bernd Hoffmann emphasised. “We look forward to the years of joint achievement ahead, and I am certain that HSH Nordbank will profit from the appeal of the Arena.”

“This deal is unparalleled in the world of German football to date. It confirms the powerful standing of the Hamburger SV brand. As a pioneer of this form of advertising in Germany, we look forward to collaborating with HSH Nordbank and HSV to re-brand this Bundesliga stadium,” concluded Joachim Hilke, Vice President Sales at SPORTFIVE. Please feel free to contact us if you would like more information.

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