German food company Wiesenhof has been announced as the new sponsor of the DFB-Pokal, marking a four-year partnership covering both the men’s and women’s competitions starting from the 2026–27 season.
The agreement, confirmed by the German Football Association, strengthens Wiesenhof’s existing involvement in German football, where it already supports the national women’s team.
DFB officials described the partnership as a strong commercial step for the competition, highlighting Wiesenhof’s long-standing presence in sports marketing and its ability to expand the cup’s commercial reach.
Wiesenhof said the deal builds on its growing footprint in football sponsorship, citing increased visibility and audience engagement as key motivations for entering the agreement.
The company has a long history in German football, including a previous shirt sponsorship with Werder Bremen, as well as partnerships during major international tournaments such as UEFA competitions.
The DFB-Pokal has recently seen broader commercial expansion, with data and betting rights extended through a partnership with sports technology firm Sportradar, while the final remains secured in Berlin until at least 2030.
The new sponsorship reflects the continued commercial growth of German domestic cup football, as the competition seeks to expand its global visibility and commercial value.