From July 1 the Arena stadium in Düsseldorf will be called the Esprit-Arena. The lifestyle brand has signed a deal for at least five years with the German town representing an annual investment of around “six to seven figures”.

Le stade Esprit-Arena de Düsseldorf

The ultramodern complex opened in 2005 and regularly plays host to 66,000 visitors. Close to Messe Düsseldorf, a few kilometres from the international airport, well served by public transport and with eighteen car-parks the Esprit-Arena is a source of pride for the city’s inhabitants. Regional capital, Düsseldorf has drawn on its proximity to the Rhineland city of Ratingen, where the global business headquarters of Esprit is situated. The brand has said that this proximity, along with inter-city relations, was a decisive factor during negotiations.

“Renaming the stadium in Düsseldorf the “Esprit Arena” is a project particularly close to our heart,” explained Heinz Krogner, president director general of Esprit. “Not only the fact that the Arena can be found a matter of kilometres from our global headquarters, at the heart of a city resolutely turned towards culture and athleticism, but its superb sporting facilities represent the values our brand has always defended: vitality, youthfulness, spontaneity and athleticism.”

By Jonathan Fulwell (Source: Matthieu Guinebault)