Partnership between Sporthilfe and the Cologne-based industrial giant supports a dual-career program for young athletes and builds a bridge between sport and business
New partner of the Sporthilfe Juniorsportler event
Cologne/Frankfurt, February 5, 2026 – DEUTZ, the system provider of innovative and sustainable transportation and energy solutions, has become a national sponsor of the Deutsche Sporthilfe foundation, with a specific focus on supporting dual-career pathways for Sporthilfe’s Talent Team. The team comprises young athletes across a wide range of sports who already represent Germany in competition – the world champions and Olympic medal winners of tomorrow.
The partnership aims to link sport and business more effectively. Sporthilfe and DEUTZ will forge stronger ties between elite sports and the world of work, fostering greater openness between the two spheres. Together with other companies, DEUTZ intends to ensure that the skills acquired in elite sports are fully recognized as valuable qualities for second careers in business. “Finding highly qualified staff and managers is very difficult these days. That’s why it is more important than ever to offer targeted support to talent that has already been identified and to unlock new talent pools,” explains DEUTZ-CEO Dr. Sebastian Schulte. “The partnership between DEUTZ and Sporthilfe embodies a new understanding of how businesses should engage with the world of sport. Germany needs talented individuals in elite sports just as business needs the skilled workers and managers of tomorrow. Competing gives elite athletes skills that are highly sought after in companies: commitment, personal responsibility, and teamwork.”
“We are delighted to welcome DEUTZ as a national sponsor – a company that recognizes the value that Germany’s leading Olympic and Paralympic athletes bring to business and society,” says Karsten Petry, a member of Sporthilfe’s Executive Board with responsibility for marketing, sales, and events. “This commitment is a clear, forward-looking sign of support for young athletes in German elite sports. The partnership showcases how business and sport can join forces to provide innovative, comprehensive support to talented individuals on a sporting, educational, and professional level. In particular, the clear focus on dual careers and the targeted transition to the next performance level give young athletes the security and prospects they need on their journey.”
Tailored support, recognition, and clear prospects provide the springboard for athletes to reach their full potential. Through the newly established Moving Talents program, DEUTZ will offer comprehensive support for the dual careers of athletes in the Talent Team, delivering direct, unbureaucratic assistance to some of the most promising young athletes in German sports. In addition, the partnership will give athletes early insights into career paths beyond sport, for example through exchanges, tailored career counseling, and internships. This approach benefits all parties: athletes gain clear prospects for life after their active sporting career, while companies gain access to highly capable individuals whose skills are too often overlooked by standardized job profiles.
DEUTZ has also become an event partner for the Sporthilfe Juniorsportler award ceremony, the most prestigious honor for young athletes in German sports. Launched in 1978, the annual award recognizes the achievements of Germany’s most exceptional young athletes. Past awardees include Michael Groß (1981), Franziska van Almsick (1992), Timo Boll (1997), Maria Riesch (2004), and Magdalena Neuner (2007 & 2008). Rower Mads Schmied won the coveted accolade in 2025.
With this new partnership, DEUTZ and Sporthilfe affirm a shared commitment to performance-oriented, comprehensive support. Talented young athletes should receive the best possible assistance, not only in their sport but also in their education and careers, thus laying a solid foundation for success in elite sports and beyond.
