Harry-Brot: becomes official partner of Hamburger SV

Schenefeld / DE. (eb) Team spirit, passion and a long tradition: this is what two strong brands from the north stand for. Because similarities unite, Harry-Brot will be a proud partner of Hamburger Sport-Verein (HSV) from this Bundesliga season. Harry-Brot: Hanseatic, founded in 1688, market leader in the bread and baked goods sector in Germany and firmly rooted with over 5,000 employees. HSV: hanseatic, founded in 1887, currently one of the largest sports clubs in Germany with more than 110,000 members, enjoys great popularity and broad acceptance beyond the north. The partnership: a win-win situation, because the cooperation benefits not only the sports club, but also Harry as a product, company and employer brand. What the large baker from the southern district of Pinneberg is hoping for: proximity to consumers, but also to its own and potential employees.

(Photo: Harry-Brot GmbH)

«At Harry, we are not just fans of Hamburger Sport-Verein, but above all of the integrative power of soccer and the values that the club lives by. We also see a large overlap in the respective target groups,» says Frank Kleiner, CEO Marketing and Sales at Harry-Brot.

«We love and value our tradition and are therefore particularly pleased about this partnership between two truly traditional brands. Harry-Brot was founded in Altona in the 17th century and is the market leader in bread and baked goods. We at HSV also stand for reliable quality and tradition. From our point of view, this is a perfect fit,» says Dr. Eric Huwer, CEO of HSV Fußball AG.

The next generation firmly in sight

The partnership has been visible in the stadium since the first home game of the 2024/2025 season: Harry presents the attendance figures at all games in the Volksparkstadion and can be seen by spectators on the board during post-match time. Another project close to the club’s heart is still in preparation: supporting the youngsters and young fans as a «Young Fans Partner» from 2025, when the Harry logo will appear on the sleeves of the youth jerseys and Harry will sponsor many of the initiative’s events.

«Supporting young people has always been very important to our commitment in the region,» says Frank Kleiner. «As a manufacturer of a staple food, but above all as one of the oldest family businesses in Germany, we stand for the connection between generations and long-term action – and have the next generation firmly in our sights. We support an active lifestyle with a balanced diet and plenty of exercise – especially for younger people. That is why we are delighted to be able to become active as a «Young Fans Partner» together with HSV.