Jena. The ad hoc Group and elf5 Jena GmbH have prematurely extended their partnership regarding the naming rights of the Ernst-Abbe-Sportfeld by several years. The contract is now binding until 2034, ensuring the ad hoc arena will retain the name of the Thuringian real estate service provider in the long term.
- Event: Premature extension of naming rights
- Venue: ad hoc arena at Ernst-Abbe-Sportfeld, Jena
- New contract end date: 2034
- Partners: ad hoc Group and elf5 Jena GmbH
Long-term commitment to the Jena location
Originally, the partnership was set for five years upon moving into the newly constructed stadium in 2023. With the extension now fixed until 2034, the company demonstrates a clear commitment to the region. “The city combines economic strength, innovation, and science with the appeal of FC Carl Zeiss Jena,” explains Saskia Beyer, founder and board member of the ad hoc Group. The goal is to continue growing together with the region.
A central milestone in this development was the relocation of the ad hoc Group’s headquarters to Jena in August 2024. Since then, the corporate group’s offices have been located directly on the top floor of the stadium, shifting some central functions from Gera to Jena.
Strong partnership for professional sports
Collaboration with FC Carl Zeiss Jena has also intensified in recent years. ad hoc has supported the club as a sponsor since the 2021/22 season and has served as an exclusive sleeve partner since 2025. Lars Eberlein, Managing Director of elf5 Jena GmbH, emphasizes the strategic importance: “For us, ad hoc is a partner with high visibility. The early extension underscores the close connection to this location.”
⭐⭐⭐⭐⭐ 4.8 / 5
FC Carl Zeiss Jena fan scarf
The classic fan scarf for visiting the ad hoc arena and supporting the club.
Background on the Ernst-Abbe-Sportfeld
The traditional Ernst-Abbe-Sportfeld was opened in the summer of 2024 as a modern multi-purpose arena after several years of planning and construction. It serves as the home stadium for FC Carl Zeiss Jena and, in addition to sporting events, provides space for events and commercial use within the immediate stadium perimeter.
Source:
Naming right for stadium in Jena extended – Stadionwelt
Transparency note: This article was created automatically, editorially reviewed, and expanded with AI support.