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10.06.2024Business

Niedax Group to become new Bayer 04 Leverkusen sleeve partner

Reigning German champions and DFB Cup winners Bayer 04 Leverkusen will go into the 2024/25 football season with a new sleeve partner. The Niedax Group, one of the world's leading manufacturers of cable management systems, has secured a long-term logo presence on the sleeves of the Werkself first team’s shirt following the contractual withdrawal of previous partner Trive. The contract runs until 30 June 2027, and the logo of the Niedax Group will be prominently displayed during Bundesliga matches and in any international competitions in which Bayer 04 take part over the next three years.
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"With the Niedax Group, a company from our region will adorn the sleeve of our shirt in the future," said Fernando Carro, CEO of the German double winners. "Both Bayer 04 and the Niedax Group have delivered outstanding performances in the recent past. We want to build on this in the coming years and strive for further success together."

Bruno Reufels, CEO of the Niedax Group, added: “The Niedax Group has its roots in the Rhineland and, just like Bayer 04 Leverkusen, has made it to the absolute top level both nationally and internationally with solid and strategically far-sighted work. Regardless of the club's double win, we wanted to expand our partnership, which has existed since 1997. As the new sleeve partner, the Niedax Group is now very proud to be even closer to this successful team in the truest sense of the word and to support them in achieving their sporting goals. Simultaneously, we expect the partnership to bring significant added value for our sales and marketing goals and want to fill them with vitality in the long term.” 

Markus Breglec, Chief Marketing and Innovation Officer at Bayer 04 Leverkusen, explained: "The expansion of our 27-year partnership with the Niedax Group is an outstanding sign of our long-standing collaboration. The mutual trust and appreciation we have for each other are just two factors in our solid foundation. I am personally delighted that we are now continuing our joint journey with the sleeve partnership for the Bundesliga and Champions League." 

Niedax and Bayer 04 Leverkusen entered into their first co-operation back in 1997, initially as partners in the Business Club. As the co-operation progressed, both sides continuously expanded their successful relationship. Most recently, Niedax acted as a partner in the Bundesliga club's Sponsors Club. After 27 years of involvement at various sponsorship levels, the company will now make the step up to being Bayer 04 Leverkusen's official sleeve partner for the 2024/25 season.

In addition to the sleeve presence on the shirt, the Niedax Group's contractual rights at Bayer 04 Leverkusen include advertising on TV-relevant press back walls and LED advertising boards. This is complemented by visibility in the VIP areas of the BayArena at Bundesliga home fixtures, as well as other advertising services such as promotional campaigns and digital rights. The Niedax Group also has its own executive box in the Leverkusen stadium.

The Niedax Group will also be a strong partner of the Bayer 04 Women in the Google Pixel Women's Bundesliga in future. The company is also the sleeve partner on the shirts of the U17 and U19 youth teams as well as the #B04eSports team of Bayer 04.

About the Niedax Group

The Niedax Group is one of the world's leading suppliers of cable management systems. It operates at 67 locations, including 23 production sites, in over 30 countries. The Group currently employs over 2,600 people. The product portfolio comprises well over 50,000 items in the field of electrical installation. They are primarily used in public buildings, tunnels, infrastructure projects, industrial and automotive plants, maritime facilities, the energy sector and shipbuilding. The Niedax Group has been family-owned since its foundation in 1920 and has its headquarters in Linz am Rhein (Rhineland-Palatinate). Niedax has been taking on social responsibility as a partner in club football for decades – both on a local and national level. 

Find out more at www.niedax-group.com.

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