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.
Related News
Bayer 04 - 01.02.2026
Rudi recounts…: Vollborn’s February highlights
Rüdiger Vollborn has been at the club for 40 years, he holds the record number of Bundesliga appearances for the club (401) and is the only Bayer 04 player to have won both the UEFA Cup (1988) and the DFB Pokal (1993). And the Berliner stayed with the Werkself after ending his impressive playing career as he worked as a goalkeeping coach for the following nine years. Vollborn now works under the Bayer Cross as a fan liaison officer and club archivist. Since February 2021, the personalised Black and Red lexicon takes Werkself fans under the heading of 'Rudi recounts...' on a brief trip through the history of Bayer 04 every month.
Show more
Bayer 04 - 31.01.2026
Hjulmand: ‘Football is a reflection of life’ | Werkself-Magazin #54
Kasper Hjulmand has led the Werkself back to winning ways and is back in the knockout phase of the UEFA Champions League with Bayer 04 after the 3-0 win against Villarreal on Wednesday evening. In an interview with the Werkself magazine at the BayArena in the team meeting room, directly opposite the dressing room, he provided some special insights for the current issue, which was published in January. A conversation with the 53-year-old coach about values, attitudes and personal experiences as well as interests outside of football.
Show more
Bundesliga - 31.01.2026
Matchday news #SGEB04: Extend longest winning run - Eintracht with interim coaches
The thrilling 3-1 win for Bayer 04 against Eintracht Frankfurt in the Hinrunde is a fond memory for Alejandro Grimaldo, with his brace from free kicks, and coach Kasper Hjulmand, who was in the dugout under the Cross for the first time. Now comes the return fixture in the metropolis on the River Main and after going out of the DFB Pokal and the Champions League, the full focus at Eintracht, currently managed by two interim coaches, is now on the Bundesliga. For their part, the Werkself will do everything in their power to continue the longest winning run against a Bundesliga club. The matchday news.
Show more
Bayer 04 - 30.01.2026
Artem Stepanov recalled from Nürnberg and loaned to Utrecht
Bayer 04 have ended Artem Stepanov’s loan deal at Nürnberg and agreed a new loan to Utrecht in the Netherlands. The Ukrainian striker did not play as much as hoped for at the Bundesliga 2 club and will now continue his development in the Eredivisie for the rest of 2025/26.
Show more
Champions League - 30.01.2026
Bayer 04 to face Olympiacos in UEFA Champions League play-offs
The draw for the knockout play-offs of the 2025/26 UEFA Champions League was made on Friday, 30 January and saw Bayer 04 paired with Olympiacos. It’s a reunion with the Greek side following the Werkself’s 2-0 loss in Athens on Matchday 7 of the league phase.
Show more
