HomeToGo, a leading digital marketplace for vacation rentals, has officially become the main sponsor of 1. FC Union Berlin for the remainder of the Bundesliga season. The announcement, made on February 14, 2025, reveals how this partnership is expected to bolster one of Berlin's prominent football clubs, particularly at the iconic Stadion An der Alten Försterei.
Located in Berlin's Prenzlauer Berg, HomeToGo is well-established, having quickly grown since its founding in 2014. It now operates with over 800 employees and claims to hold the world's largest selection of vacation homes, boasting more than 15 million listings across 30 countries. This sponsorship reflects the company's ambition to integrate more deeply with the community and showcase its brand through sports.
Dr. Patrick Andrae, co-founder and CEO of HomeToGo, expressed significant enthusiasm about this partnership. "Since its inception, HomeToGo has been deeply rooted in Berlin and has always cheered for 1. FC Union Berlin from the sidelines. Now it is a great honor to see our name on the field at the legendary Stadion An der Alten Försterei – and to celebrate it before its renovation," Andrae noted, highlighting the emotional connection the company has with the club and its fans.
Notably, this arrangement not only involves brand visibility with the company logo featured on the players' jerseys but also includes active engagement from HomeToGo. The firm will help develop various event formats at the stadium, thereby contributing to fan experiences beyond just match days. Bernd von Geldern, Managing Director Marketing at 1. FC Union Berlin, remarked, "We welcome our new main sponsor with open arms and look forward to creative and fruitful collaboration. Together with HomeToGo, we are heading confidently toward the remaining games of the second half of the season."
The timing of this announcement is particularly significant. Prior to this, Union Berlin had played without a shirt sponsor this season after ending its previous partnership with Paramount+, which had paid around six million euros per year. The earlier shirt displayed the word 'Berlin' before shifting to advertisements for the stadium project, indicating the club's shift to explore new sponsorship strategies.
Indeed, as clubs strive for financial resilience amid increasing competition within the Bundesliga, alliances like the one with HomeToGo become pivotal. With the Bundesliga’s revenue distribution often tilting heavily toward elite clubs, Union Berlin’s decision to engage with HomeToGo may offer them the necessary resources to bolster their marketability and operational capacity.
HomeToGo's role as the official travel partner signifies its commitment not just to the club, but to the fans and the city of Berlin as well. Both entities will work together to explore new opportunities and events, aiming to enrich the cultural experience tied to Union Berlin's matches.
This partnership also emphasizes how sports sponsorship has evolved, with companies looking to create memorable, engaging fan experiences rather than just traditional advertising. By bridging the gap between the travel industry and local sports, HomeToGo sets its aim at becoming more than just another corporate sponsor—it hopes to become part of the community fabric.
With all eyes on the upcoming matches, fans can expect to see the HomeToGo logo prominently featured, serving as a symbol of this new era for Union Berlin. The collaboration is anticipated to create unique experiences not only for fans attending the games but also for those engaged with the club through various community initiatives.
Overall, the sponsorship marks the start of what could be a transformative partnership for 1. FC Union Berlin as it navigates the challenges of competing at the highest level of German football. Below the passionate hopeful chants and the warm ambiance of the Eiserne Union, both HomeToGo and Union Berlin prepare for a future filled with potential.