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The Power of the DEL [German Ice Hockey League]: New Sponsoring Potential in Ice Hockey


When the puck shoots past at up to 150 kilometres per hour, players chase around the ice at 50 kilometres per hour, blades hit the ice and body checks clear the path – anyone who has ever experienced this live, knows: It gets red-hot on the ice. Just like in the stands: When a goal is scored, there’s no stopping it any more, the atmosphere boils, the arena erupts. The enthusiasm is obviously infectious. Ice hockey fever is running rampant. The perfect opportunity to take advantage of a constantly growing platform like the German Ice Hockey League for brand communication.

The sport is booming: Strong TV ratings, booked out arenas

A niche sport? Far from it. Ice hockey is not just the fastest team sport, but has also developed into one of the most popular sports. According to spectator figures in the arenas for the 2018/2019 season, the German Ice Hockey League is the second strongest league in this country. 20.28 million Germans are interested in the fast-paced duels on ice (Source: AWA 2020). The huge fascination for the sport is bearing fruit: sold-out arenas, growing media presence, rising numbers of young people.


“The hype that the national team has created has already been reflected in good numbers. With children under ten, we now have nearly 15 percent more players. By our standards, we can refer to this as a boom”, says Franz Reindl, President of the German Ice Hockey Federation (DEB), five months after the silver medal at the 2018 Olympics.

Boredom? Absolutely not! Ice hockey is one of the particularly well-balanced sports: Any team can win, which creates suspense until the last minute of the match. The high-speed sport offers pure entertainment for all ages. This is also indicated by its growing presence in public television. For the current season (until the end of April 2020), in addition to the previous reporting, the DEL has another place in the “ARD Sportschau” and “ZDF SPORTextra” programmes, which now show summaries of selected DEL Friday matches. Furthermore, all matches are broadcasted live on MAGENTA SPORT and all highlight matches on SPORT1.

Fast, strong and sharp. Convincingly powerful image

A partnership with the strong playing league is worthwhile in many ways: A permanent place in the national sport reporting guaranteed, just as much as the visibility of the brand for millions of fans in front of the TV and live in the arena, with more than 400 matches in the season.


Intensive brand relationships are created in emotional moments – and this is offered by the toughest team sport in every match. As a sponsor, your company is a partner of an entire sport and therefore closely linked to everything that ice hockey embodies. Dynamics, precision, condition and so much passion, with which every player steps out onto the ice. Ultimately, ice hockey simply also stands for quite cool guys. Or, as the ex-ice hockey player, Rick Goldmann so accurately formulate for the title of his book: “Ice Age. Why Ice Hockey is the Coolest Sport in the World.” What more can be added to that?

Do you have questions about sponsoring opportunities in the DEL or would you like to receive a concrete offer? Feel free to contact Hans Ulrich Heß at +49 40 376 77 293 or by e-mail to hans.hess@sportfive.com.

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By ticking the box above, I agree that SPORTFIVE may use the data provided by me to contact me and send me further information and interesting insights as well as offers for sponsoring and sports marketing. I am aware that I may revoke my consent at any time with effect for the future by clicking on the link at the bottom of any e-mail sent by SPORTFIVE or by sending an e-mail directly to newsletter@sportfive.com. SPORTFIVE will collect, process and store my data with the utmost care and in accordance with the relevant data protection regulations. | Further information can be found in our data privacy policy at the end of this website.