After four years, the collaboration with the main sponsor is ending – talks with possible successors are already underway
SV Darmstadt 98 will need to find a new main and shirt sponsor for the upcoming season. The partnership with HAIX ends as contractually agreed on June 30, 2027, and will not be renewed. This is due to a strategic realignment by the current partner, who intends to focus their marketing activities more strongly on specific target groups and international growth markets. Darmstadt has already begun discussions with potential successors.
This will bring an end to a four-year partnership next summer. Until then, SV Darmstadt 98 and HAIX intend to continue their collaboration unchanged.
HAIX realigns marketing strategy
The decision not to continue the main and jersey partnership beyond the summer of 2027 is due to a change in HAIX's corporate and brand strategy.
The company intends to focus its future marketing activities more strongly on its core professional segments, relevant target groups and international growth markets.
Michael Haimerl, shareholder and managing director of HAIX, expressly emphasizes that the decision has nothing to do with dissatisfaction with the cooperation with SV Darmstadt 98.
“This decision is expressly not related to the quality or success of the partnership with SV Darmstadt 98,” explains Haimerl.
The company considers the multi-year collaboration to be very successful. It has significantly contributed to strengthening HAIX's supra-regional brand awareness and positive brand image.
At the same time, the partnership was characterized by mutual trust and high esteem throughout its entire duration.
SV Darmstadt 98 respects the decision
SV Darmstadt 98 also looks back positively on the cooperation so far.
Vice President Volker Harr particularly praises the trusting relationship between the club and the company.
“We have worked together with HAIX over the past years in a spirit of trust and on equal terms. We respect the decision the company has made as part of its strategic realignment and would like to thank them in advance for their great commitment alongside the Lilies,” explains Harr.
This decision does not mean a premature termination of the partnership. Rather, the existing contract will expire as scheduled.
Talks with potential new main sponsors are ongoing
The search for a successor has already begun at SV Darmstadt 98.
Managing Director Martin Kowalewski confirms that the club is in contact with potential new main and shirt partners.
“We have already started talks with potential new main and jersey partners to ensure the best possible succession,” explains Kowalewski.
The club has not yet released any specific names of potential successors or details about the ongoing talks.
Kowalewski also highlights HAIX's commitment. The company has supported the Lilies for several years and has been heavily involved in the club during this time.
“We are pleased that we could count on such a strong and reliable partner,” the managing director emphasizes.
The collaboration will continue until summer 2027
HAIX will remain the main and jersey partner of SV Darmstadt 98 until the end of the contract on June 30, 2027.
Both sides want to use the remaining months to successfully continue their joint cooperation.
“We want to experience many more good moments on and off the pitch with HAIX until the summer of 2027,” explains Kowalewski.
With the expiry of the contract, a four-year partnership comes to an end, which has supported the club both on and off the field.
The most important information
Club: SV Darmstadt 98
Previous main and jersey partner: HAIX
Contract end date: June 30, 2027
Duration of partnership: Four years
Extension: No continuation beyond the existing contract
Reason: Strategic realignment of HAIX's corporate and brand activities
Succession search: Talks with potential new main and shirt partners have begun
Until the end of the contract: Cooperation will continue unchanged
(DARMSTADT – RED/SVD)
