Bayer 04 extend deal with Lagardère Sports

Bayer 04 and Lagardère Sports are to continue their partnership. The Bundesliga club agreed to extend the long-term co-operation with the global sports rights agency.

"We were impressed by the team and the marketing concept adapted to the forthcoming challenges," said Fernando Carro as the Bayer 04 managing director. "We are convinced we can continue to advance the financial interests of the club with Lagardère Sports as a partner – above all on the international stage."

Hendrik Schiphorst, executive vice president of Lagardère Sports Germany, said: "We are very happy to be able to continue our long-term association with Bayer 04 Leverkusen over the coming years. Bayer 04 Leverkusen is a top European club and one of the showpieces in our portfolio. We have big plans for the future – including with our expanded team on site – for taking marketing to a new level."

Lagardère Sports will continue to support the club with all marketing activities including customer acquisition and marketing in the hospitality areas at the BayArena. One focus of the partnership is on the international marketing of the Werkself. Bayer 04 and Lagardère Sports have worked together successfully since July 2007.

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