As Europe’s leading marketplace for machinery, Machineseeker has been the Champions League of national and international trading for years. Now the number-one platform is also playing in the top flight on the country’s biggest sporting stage.
The Machineseeker Group is expanding its presence in German professional football: from the 2026/27 season, the company is an official partner of eight clubs in the 1. Fußball-Bundesliga: VfB Stuttgart, Borussia Mönchengladbach, SV Werder Bremen, 1. FC Köln, 1. FC Union Berlin, 1. FSV Mainz 05, FC Augsburg and SC Paderborn 07. The Machineseeker Group had previously been the largest sponsor of the 2. Bundesliga.
At all 17 home games of the eight partner clubs per season – 136 games in total – the Machineseeker Group is present via so-called cam carpets: three-dimensional advertising panels positioned directly alongside the goals, regularly bringing the Machineseeker and TruckScout24 brands into the TV frame. Measured by the number of clubs sponsored, the Machineseeker Group is the second-largest sponsor in the league, behind Coca-Cola (as of September 2026).
“We are underlining our market leadership in Europe with the largest sponsorship in our company’s history. Our business model is to deliver highly qualified purchase inquiries to our customers – and to do that, we need to continuously generate attention,” says Sven Schmidt, Co-CEO of the Machineseeker Group.
This continuous presence strengthens platform awareness and brings buyers directly to the marketplaces. Sellers using Machineseeker and TruckScout24 benefit from more sales leads per listing, more bids per auction and faster sales at the best possible prices.
The Bundesliga is broadcast internationally in more than 200 countries and regions, reaching football fans around the world.
Largest Sponsor of the 2nd Bundesliga (2019–2023)
From 2019 to 2023, the Machineseeker Group was the largest sponsor of the 2. Fußball-Bundesliga for four consecutive seasons, represented across a total of 16 clubs: VfL Bochum 1848, SV Sandhausen, SG Dynamo Dresden, VfL Osnabrück, Hannover 96, DSC Arminia Bielefeld, 1. FC Nürnberg, FC Erzgebirge Aue, SC Paderborn 07, Eintracht Braunschweig, SpVgg Greuther Fürth, 1. FC Magdeburg, Holstein Kiel, SSV Jahn Regensburg, FC Ingolstadt 04 and F.C. Hansa Rostock.
A central element of the partnership was the presence of the Machineseeker and TruckScout24 brands on perimeter boards at partner clubs’ home games – at times strategically placed during added time in both halves, the moments of highest viewer attention. In the 2021/22 season, the Machineseeker Group also became naming sponsor of the “Machineseeker Doppelpass 2. Bundesliga” on SPORT1: a weekly free-TV format, additionally distributed via livestream, social media, YouTube, video-on-demand and podcast. In the 2022/23 season alone, around 6.8 million spectators attended 2. Bundesliga matches.