Aston Villa signs up Deutsche Bank arm

German financial institution DWS Investments has become the shirt sponsor for Premiership football club Aston Villa, as the company prepares for a retail expansion in the UK.

DWS, which is owned by Deutsche Bank, has signed a one-year deal understood to be worth about £2m. The company replaces local car manufacturer MG Rover, which has scaled back its decade-long association with the club (MW December 11, 2003).

MG Rover cut its marketing budget in June last year following the resignation of marketing director John Sanders (MW June 26, 2003).

DWS is the largest mutual-funds group in Europe. Managing director Michael Warren says the deal reflects its commitment to building the retail franchise in the UK, and says it will increase brand awareness for DWS.

Meanwhile, Aston Villa has also renewed its agreement with Danish kit supplier Hummel International for a further three years, which will be worth more than £1m a year to the club.

The deal with DWS follows the recent appointment of marketing director Phil Smith (MW October 23, 2003). Smith has a background in financial services, having previously held the top marketing position at Travelex.

Several other Premiership football clubs are also looking for shirt sponsors, including Middlesbrough and Everton (MW April 15).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here