The background to this is a strategic realignment at HAIX. As part of its future corporate and brand strategy, the company will focus its marketing activities even more strongly on its core professional segments, relevant target groups, and international growth markets.
Michael Haimerl, shareholder and managing director of HAIX: “This decision is expressly unrelated to the quality or success of the partnership with SV Darmstadt 98. We consider the multi-year collaboration to have been very successful. It has made a significant contribution to increasing HAIX’s national brand awareness and brand appeal and has been characterised by great mutual trust and high regard throughout its duration.”
Volker Harr, vice president of SV 98: “Over the past years, we have worked with HAIX in a spirit of trust and as equals. We respect the decision the company has made as part of its strategic realignment and would like to thank them in advance for their great commitment to the Lilies.”
Martin Kowalewski, Managing Director of SV 98: “HAIX has supported the Lilies for several years and has shown great commitment to our club during this time. We are delighted to have been able to count on such a strong and reliable partner. We look forward to many more positive moments on and off the pitch with HAIX until the summer of 2027. We have already begun discussions with potential new main and shirt sponsors to ensure the best possible transition.”
SV Darmstadt 98 and HAIX will continue their collaboration with the same dedication until the end of the four-year partnership and make the most of their time together until the summer of 2027.