ADVERTISING
Main and shirt sponsor commits to the Lilies for the long term
Functional footwear and apparel manufacturer HAIX will remain the main and jersey sponsor of SV Darmstadt 98. Both parties extended their partnership until at least June 2027. The contract extension was announced on Tuesday evening, January 13, during the New Year's reception at the Darmstadt State Theatre.
Shared values as the basis for cooperation
SV 98 Managing Director Martin Kowalewski emphasized the growing partnership: A close collaboration has developed over the past few years, both professionally and personally. Both partners share similar values, as demonstrated, among other things, by HAIX's involvement in the "Under the Sign of the Lily" at the beginning of the current season.
Volker Harr also emphasized the reliability of the partner. Since joining for the 2023/24 season, HAIX has proven to be an extremely trustworthy partner. The contract extension is a strong sign of mutual appreciation and shared trust.
Long-term commitment beyond the jersey
For HAIX Managing Director Michael Haimerl, the contract extension is a clear commitment to the club and a sustainable partnership. As a family-run company, HAIX focuses on continuity, authenticity, and long-term development. These values are also reflected at SV Darmstadt 98.
The cooperation extends well beyond the professional team's jerseys. Youth teams, the fan team, and the football ID team will also continue to wear the HAIX logo. In addition, the partnership includes advertising on the pitch-side boards, a comprehensive digital presence, and the naming rights to the Lilies' training ground. The club's involvement in the "Under the Sign of the Lily" will also continue.
About HAIX
HAIX, headquartered in Mainburg, Bavaria, is a leading global manufacturer of functional footwear and apparel. The company equips, among others, fire departments, police, rescue services, the military, and construction and trade businesses. Research, development, design, and marketing are all located at the headquarters in Mainburg. Production takes place exclusively in Europe – in Germany, Croatia, Serbia, and North Macedonia. Approximately 2,400 employees produce more than 1.7 million pairs of shoes annually. Annual sales in 2025 exceeded €255 million.
(Darmstadt - Red/SV98)
Featured image from left: Markus Pfitzner (President/Darmstadt 98), Martin Kowalewski (Managing Director/Darmstadt 98), Michael Haimerl (Shareholder and Managing Director/HAIX), Volker Harr (Vice President/Darmstadt 98). Photo: SV98
