Monday 28 December 2020
"It couldn't be more disgusting"
Hertha's new shirt sponsor angered the fans
No Tesla and no Amazon will soon be flashing on the chest of the Hertha professionals: The Bundesliga soccer team from Berlin has found the new shirt sponsor in a real estate agency. Real estate is a sensitive issue in the capital – and the frustration of Hertha fans quickly dissolves.
After months of searching, Hertha BSC has found a new shirt sponsor for the rest of the current season. But no, not Tesla, not Amazon and also no Berlin beer: As the Bundesliga club announced, the brokerage company Homeday will join Hertha on January 1st.
After its commitment as the main sponsor, the Berlin company from the real estate industry, in which Axel Springer is an equity investor, will join the so-called exclusive partners from the next season. This commitment is initially contractually limited to the end of June 2024. No information was given about the amount of financial expenditure.
"Real estate, of all places"
At the end of July, those responsible for Hertha agreed with the main sponsor at the time, Tedi, to terminate the contract prematurely. The contract with the discounter would normally have been valid until the end of the current season. Tedi Hertha's main sponsor had been since 2018. Who will take over the advertising space on the shirt chest after Homeday next summer is open. Months ago there were also reports that the capital city club would be vying for the global brands Tesla and Amazon as new partners. City rival Union Berlin has a main sponsor from the real estate industry in Aroundtown, just like Hertha.
Hertha fans unleashed their frustration on Twitter: "Real estate, of all places. In Berlin. It couldn't be more disgusting," wrote one user. After all, the capital is known for the housing shortage and steadily rising property prices, which keep pushing people out of their houses or districts. Another Herthaner asked: "What more unsympathetic did you not find in a hurry?" Some people were no longer surprised at the ailing Hertha and only remarked: "According to the circumstances."
There was also criticism of the style: "How carelessly the logo was simply placed over the jersey. It looks like it was made with paint." The general tenor: Then it would be better not to have a sponsor at all. Occasionally, however, there was also praise: "Everything is better than Tedi. So it fits," wrote one user.
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