Roger Hampel
Photo Credit: 1.FC Union Berlin
1. FC Union Berlin has announced a new partnership with HomeToGo, a Berlin-based travel accommodation marketplace, which will see the company become the club's main sponsor for the second half of the current Bundesliga season. Starting from the 2025/26 season, HomeToGo will continue as a top sponsor and official travel companion of Union.
This collaboration brings together a local brand with global reach and a club known for its deep-rooted community presence. HomeToGo, headquartered in Prenzlauer Berg, Berlin, is a publicly traded company listed on the Frankfurt Stock Exchange. Since its founding in 2014, it has grown into one of the largest holiday accommodation marketplaces worldwide, offering over 15 million listings across 30+ countries. 1. FC Union Berlin HomeToGo
Sponsorship Scope and Club Integration
Beyond traditional sponsorship assets, HomeToGo will play an active role in Union Berlin’s marketing and fan engagement efforts. This includes:
• Branding visibility around the Stadion An der Alten Försterei.
• Co-development of events to enhance the matchday experience.
• Involvement in community-driven initiatives to strengthen ties with Union supporters.
This collaboration comes at a pivotal time for Union Berlin, with the club continuing its Bundesliga campaign and planning the modernization of its historic stadium.
Statements from Club and HomeToGo
Reflecting on the deal, Dr. Patrick Andrae, Co-Founder & Managing Director of HomeToGo, emphasized the significance of this local partnership:
"Born and built in Berlin, HomeToGo have always cheered on 1. FC Union Berlin from the sidelines. Now, it’s an incredible honor to see our name on the pitch at the legendary Alte Försterei, celebrating this iconic stadium before its remodeling. Sponsoring Union goes beyond supporting the team through their Bundesliga season—it’s about creating incredible experiences for the Union family in the city we call home. This partnership is a perfect match: our shared goal is to help our fans make unforgettable memories, and we’re looking forward to doing just that this season and beyond."
Bernd von Geldern, Union Berlin’s Chief Commercial Officer, welcomed HomeToGo, highlighting the partnership’s long-term potential:
"We warmly welcome our new main sponsor and look forward to a creative and fruitful partnership. Together with HomeToGo, we will enter the remaining games of the second half of the season with renewed strength. This partnership also opens up interesting opportunities for us to realize new projects together and to further increase the focus on our stadium as a versatile event venue."
About HomeToGo
HomeToGo was established in 2014 with the mission of making unique holiday accommodations easily accessible. Since then, it has evolved into an AI-powered marketplace that connects travelers with holiday rentals worldwide.
The company also operates HomeToGo_PRO, a B2B division that offers SaaS solutions for holiday home providers, enabling seamless management and distribution of listings. While HomeToGo SE is registered in Luxembourg, its primary operations are based in Berlin, Germany.
With this sponsorship, HomeToGo expands its presence in sports marketing, aligning with a club that embodies community spirit, resilience, and ambition. The deal underscores the growing appeal of Bundesliga partnerships for global brands looking to integrate into local fan culture while expanding their international footprint.
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