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). Following the early extension of the commitment with the DEL for a further four years until the 2027/2028 season, the negotiations with the DEB were also brought to a positive conclusion: PENNY is now also a premium partner of the DEB until 2028. However, the partnership will not only be extended, but also further expanded. For the first time, PENNY will also sponsor the jerseys of the women's national team. This was announced at a DEB sponsors' evening in Krefeld. All parties have agreed not to disclose the financial framework of the partnership.

Dr Stefan Görgens, COO PENNY, comments: "We are delighted to have extended our partnership with the DEB for the long term. The national teams are the figureheads of every sport. The planned home World Cup is also an absolute highlight on the programme. I am convinced that together we will succeed in further increasing the popularity of ice hockey."

"With the early extension of the contract, PENNY is sending an important signal for the further development of German ice hockey. The extension to the women's national team goes hand in hand with the goals of the new DEB Executive Board to strengthen this area of the association in particular. Top-level and grassroots sport in ice hockey will benefit from the long-term partnership, as it makes many planned measures feasible. We are proud to have PENNY at our side," said Dr Peter Merten, President of the German Ice Hockey Federation (DEB).

"The partnership with PENNY has already set new standards in German ice hockey's external image. We are now looking forward to picking up exactly where we left off and continuing with joint, creative campaigns. All ice hockey fans and sports enthusiasts will continue to be very close to our national teams. Just like the fans, we are enthusiastic about how PENNY actively lives the partnership," says DEB General Secretary Claus Gröbner.

"Since our extensive entry into the sport of ice hockey, we have achieved a great deal together with the DEL and the DEB. In the coming years, we will continue to bring the sport to life for our customers and employees. For example, with innovative formats such as the Supporting Six, a fan flat share consisting of 4 external winners and 2 PENNY employees, who together strongly support their ice hockey stars, such as now at the German Cup in Krefeld or the World Cup. Experiencing the sport and the idols up close creates unforgettable moments," says Marcus Haus, Head of Marketing at PENNY.