Effect®: Official Name of German Football League

Energy kick for the German Football League (GFL): In 2026, effect®, the German energy drink pioneer of the brand incubator MBG, will take on the role of GFL name sponsor. From the 47th to the 49th season, the German Bundesliga in American Football carries the programmatic name effect® ENERGY GFL.

In addition to the three-year naming rights, numerous marketing measures deepen the collaboration. The league sponsorship is the logical consequence of the previous commitment – there has been an intensive partnership with the Paderborn Dolphins for years.

Marketing with taste

Logo integrations on the jerseys of all 15 teams make the collaboration clearly visible to the outside world. Visitors to the home games can get the power boost they need exclusively with the premium drink, and numerous promotional campaigns will also quench the fans’ thirst.

effect® also has a digital impact: the podcast collaboration with “This is GFL-Football” has something for your ears, advertising integrations in the live talk and appearances in the documentary series “This is your GFL-Hometeam” draw public attention to the soft drink. Football influencer Nick Schmitz takes fans and followers to the stadium on 15 match days. He captures the mood of the games and tests where the best gameplay feeling arises. Banners present the graphically appealing logo at press conferences.

Lifestyle and performance

“effect® and football represent the same values: energy, performance and dynamism,” says MBG boss Andreas Herb, explaining the deal. “GFL’s young, sports-loving and rapidly growing target group is an ideal fit for effect®’s positioning.”

The chairman of the league association, Alex Streich, underlines MBG’s team spirit and is pleased to have a passionate partner at his side. “Football combines performance, lifestyle and a sense of community. That suits effect® – the brand is cosmopolitan and close to home at the same time.”

About MBG Group and effect®

MBG is one of Europe’s leading brand incubators with headquarters in Paderborn, an annual turnover of over 250 million euros and an international presence in more than 60 markets. For over 30 years, MBG has been building strong brands such as effect®, SCAVI & RAY, GOLDBERG & Sons, SALITOS, 9 MILE Vodka, bringing them to shelves and bars, and conquering the digital world and hearts of consumers with them.

The Energy Drink effect®, sold under the claim “Developed in Germany”, was launched on the market in 2002 and, with almost 36.2 million cans, is the fourth largest energy drink brand worldwide. The brand is represented in 56 countries.

What/Bildquelle: MBG Group