
It is a strong signal for clubs and fans: PENNY is extending its ice hockey commitment with the DEL for another four years until 2028.
In 2020, PENNY was the first food discounter to enter into a comprehensive partnership, including title sponsorship, with the German Ice Hockey League (DEL) and a premium partnership with the German Ice Hockey Federation (DEB). The discounter is now going one step further and extending the contract with the German Ice Hockey League (DEL), which originally ran until the end of the 2023/2024 season, ahead of schedule for a further four years, including the 2027/2028 season. All parties have agreed not to disclose the financial terms of the sponsorship.
Stefan Magel, Divisional Director Retail Germany at REWE Group and COO PENNY, comments: "Despite two very difficult coronavirus years for all fans, clubs and managers, we were able to achieve a lot with the DEL and have established ourselves as a supporter of German ice hockey. It was therefore only logical to continue on this successful path together in the future. PENNY and ice hockey are a perfect match. Now we can work together over the next six years to further increase the popularity of the fastest team game in the world."
"We are very proud that we have been recognised by the clubs and their fans as a reliable partner and enrichment within a short space of time. Our activations, such as the PENNY-DEL barbecue championship or the Unsung Hero Award, where the players thank the fans with their own version of 'Ohne Dich' by Münchner Freiheit, have attracted a great deal of attention and acceptance. There were no such campaigns before. We utilise the wide reach of our marketing channels and will continue to implement innovative concepts with our partners in the future," adds Marcus Haus, Head of Marketing at PENNY.
Gernot Tripcke, managing director of DEL, adds: "We are delighted about the early and long-term extension with PENNY. Following the contract extension with Deutsche Telekom, we now also have the planning security we wanted for all sides with our namesake. Since PENNY joined, it has become clear how successful the collaboration is. We exchange ideas on an equal footing and the diverse activations have generated considerable reach both offline and online. This is exactly what we want to build on now."

Experience the new ice hockey season live in the arena: The title sponsor is giving away highly coveted tickets for the main round of the PENNY DEL with the "Ice Hockey Ticket Giveaway". A total of up to 3,500 tickets for the main round games of the PENNY DEL will be raffled off.
From 15 September, spectators will once again be able to experience the highest level of ice hockey in the PENNY DEL week after week. The fastest team sport in the world offers the best entertainment on the ice: speed, fighting spirit and plenty of goals. 15 clubs compete for the championship trophy, which was won by the Eisbären Berlin last season. Which team will succeed in winning the title this time?
Ice hockey ticket dust-off
How to secure the chance to win two free tickets per main round game: Simply select your favourite play-off club and the desired game online in the "PENNY Ice Hockey Ticket Picker", enter your e-mail address - and automatically take part in the prize draw: Click here for the competition.
Tip king wanted
PENNY is also looking for the ice hockey betting king and is giving away valuable ice hockey prizes. PENNY is also organising a betting game on the Kicktipp platform. All PENNY DEL games will be predicted. In addition to endless glory, there are prizes that will make every ice hockey heart beat faster: Season tickets and VIP tickets as well as signed jerseys of your favourite club. Register here and take part.