Sport 2000, the German buying group, has announced its sponsorship of 1. FC Köln, the well-known football club from Cologne. The deal is part of Sport 2000's partnership with 11Teamsports, which has been sponsoring the same football club since July 2019. Sport 2000 undertook a similar sponsorship of VfB Stuttgart's Mercedes-Benz Arena this season. Both engagements are part of an extensive package aiming for maximum brand visibility on TV.