Worldwide on the ball: How we’re positioning the ERGO brand internationally

At first glance, it could be one of those many classic sports sponsorships by big corporates: ERGO becomes an official partner of Atlético de Madrid, one of Spain’s most famous and successful football clubs. The announcement could end there. But it doesn’t – because this isn’t just another run‑of‑the‑mill sponsorship story. It’s further proof of how consistently ERGO is pursuing its goal of establishing an international presence and building a truly global brand.

The numbers are genuinely impressive: around 5 billion people worldwide followed this year’s World Cup via TV and streaming. In Germany, live broadcasts on ARD and ZDF reached around 59 million people – nearly 74 per cent of all potential TV viewers. The World Cup social media content from sportschau.de generated roughly 1.9 billion views across Instagram, TikTok and YouTube.

Football is one of the most popular sports on the planet. More than 250 million people actively play in clubs, recreational leagues or school teams. The game brings people together across generations, languages and cultures. In football, anyone can achieve a lot – if they consistently chase their goals, live team spirit and have the backing they need. That’s exactly why football is such a good fit for ERGO.

ERGO operates in more than 20 countries worldwide, with a focus on Europe and Asia. With ERGO NEXT Insurance, a leading, technology‑driven property and casualty insurer for small and medium‑sized businesses, ERGO is now also present in the US – still the world’s largest insurance market.

Why ERGO is involved in football sponsorship

ERGO has been a partner of the German Football Association (DFB) since 2016. The relationship initially centred on the DFB Cup and the Women’s Cup final, but ERGO has steadily expanded its commitment and only this May extended the partnership for another four years. In January 2026, ERGO also entered into a multi‑year partnership with Inter Miami CF, reigning champions of Major League Soccer (MLS). In August 2026, this will be followed by another multi‑year deal with Atlético de Madrid, the third force in Spanish football.

For ERGO, football sponsorship is a key pillar of its brand strategy and is designed to strengthen brand recognition and trust worldwide. A strong brand presence is not a “nice‑to‑have”, but a strategic asset that determines competitiveness and long‑term viability. With the rise of generative artificial intelligence, a consistent, powerful brand becomes even more important, as it helps decide what kind of “footprint” a company leaves in large language models.

Just as in its home market, Germany …

In Germany, the expanded sponsorship with the DFB around the national teams has already led, since 2022, to almost one in two people aged between 16 and 65 recognising ERGO as a football sponsor. Among those in the know, the ERGO brand is perceived as likeable twice as often compared with people who don’t associate ERGO with football sponsorship. And perceptions that ERGO stands for quality and for making insurance simpler are more than twice as strong among sponsorship‑aware fans than among those unfamiliar with the sponsorship.

… so too internationally!

What already works extremely well in Germany is now set to be replicated in the USA and in Spain. The partnership with Inter Miami CF is helping to grow brand awareness and acceptance in the US market and globally. Inter Miami CF is one of the most digitally visible and successful football clubs in the world, with a global fanbase of more than 40 million followers and a strong international profile further boosted by superstars such as Lionel Messi and David Beckham.

Atlético de Madrid also ranks among the true heavyweights of the game. With around 100 million social media followers, more than 135 million fans worldwide, 11 LaLiga titles, 10 Copa del Rey trophies, two Spanish Super Cups and three UEFA Super Cups plus three UEFA Europa League titles, the club is an ideal partner for ERGO. Through the partnership with Atlético de Madrid, ERGO primarily aims to support the planned rebranding of DKV Seguros to ERGO and to strengthen its business and brand strategy as one of Spain’s leading health insurers. Thanks to Atlético’s global fanbase and international success, the partnership will radiate well beyond Spain’s borders.

ERGO has set itself a clear objective for the future: to sharpen its international profile significantly, in order to further strengthen its resilience, safeguard its competitiveness and continue to grow profitably in the years ahead. To achieve this, it needs a brand that is instantly recognisable across borders and that stands for the same standards, the same quality and the same reliability everywhere. Quite simply because it matters.

Text: Sabine Saeidy‑Nory

ERGO is involved in football sponsorship …