Bayer 04 extend partnership with main sponsor Barmenia

Leverkusen's original contract with one of the leading independent insurance groups in Germany ran to the summer of 2024. Barmenia have been the main and kit sponsor of Bayer 04 since 2016.

"Such a long and intensive partnership is unusual in professional sport and therefore we are very happy to be able to announce this early contract extension with Barmenia," said Fernando Carro, Bayer 04 CEO. "Our association from the start reflected mutual appreciation and great respect. Barmenia is a very reliable partner who has now stood by our side for seven years and an exceptional relationship of trust has developed. Through this latest affirmation of each other we are sending out a strong signal in the region together," added Carro. Markus Breglec, chief marketing & innovation officer at Bayer 04, added: "Barmenia will support us in the future even more strongly in relation to club and brand strategy as well as in the youth and women's sections and they will extend their commitment there too."

Frank Lamsfuß, member of the board at Barmenia, emphasised the significance of the long term bond between his company and the top Bundesliga club starting in the Europa League this year: "The continuation to 2028 is an expression of continuity and trust. Both Bayer 04 and Barmenia stand for integrity, reliability, team thinking and neighbourly, sustainable commitment. We have now positioned ourselves as successfully as a partner of Bayer 04 and we have been able to significantly increase the recognition of our brand and that of our insurance products. With the new extension we want to further strengthen this partnership and are proud to have the naming rights to the Bayer 04 Performance Centre from this season. The whole Barmenia team looks forward to years ahead alongside the Werkself."

The Kurtekotten Performance Centre is home to the younger teams at Bayer 04 as well as the Bayer 04 Women's team who the insurer has been a partner of since the start of the contract in 2016. In addition to the striking logo on the shirts of all the Bayer 04 teams, Barmenia, also founded in 1904, will have a comprehensive pitchside presence at the BayArena on matchdays as well as the characteristic and multifaceted presence in the digital world of the Bundesliga club.

The contract extension with Barmenia will also have an immediate effect on the appearance of the BayArena: The company has decided to meet the wishes of many Bayer 04 fans for a common appearance on the South Stand in the stadium by putting their advertising in club colours. All other executive box partners in the South Stand have joined them. That means the stand above the wheelchair area will shine in splendour in future in the Bayer 04 colours of Black and Red.

Photo: Heiko Scholz (Chief department head in marketing, Barmenia), Stefan Kießling (‘Club representative', Bayer 04), Dr. Andreas Eurich (CEO, Barmenia), Fernando Carro (CEO, Bayer 04), Frank Lamsfuß (Member of the board, Barmenia)

On Barmenia :

Barmenia is one of the biggest independent insurance groups in Germany. Their product range covers health, life, through to motor and property insurance.