German Bundesliga club TSG 1899 Hoffenheim has announced that its home stadium in Sinsheim will be renamed the SNP Arena starting from the 2026/27 season, following a new naming rights agreement with software and data management company SNP SE.
Deal runs until at least 2028
The initial agreement runs until June 2028 and includes more than just stadium naming rights. The partnership also covers:
- Hospitality integration
- Commercial activations
- Digital branding across club platforms
A renewed commercial relationship
SNP is not new to Hoffenheim’s commercial structure. The company previously served as the club’s sleeve sponsor between 2019 and 2022, making this a continuation of an established partnership.
Technology and regional identity
Both parties emphasized innovation and regional ties. Hoffenheim has built much of its commercial strategy around technology-focused partners in the Rhine-Neckar region.
TSG 1899 Hoffenheim is based in the same economic area where SNP SE operates, reinforcing the club’s focus on local yet globally active tech companies.
Executive statements
Club managing director Daniel Förderer highlighted innovation and forward-looking development as key themes of the partnership, while SNP CEO Jens Amail emphasized the growing importance of data and artificial intelligence in both elite sport and business environments.
This agreement continues a broader trend in European football, where clubs increasingly extend commercial partnerships beyond shirt sponsorships into full stadium naming and digital ecosystem integration.