Since 2018, the Gauselmann Group has extended its many years of sports sponsorship beyond regional boundaries and has been a sponsorship partner of the Sports City of Düsseldorf. This cooperation involves the acquisition of the naming rights to the MERKUR SPIEL-ARENA football stadium in Düsseldorf, as well the sponsorship of numerous Düsseldorf sports clubs such as the Düsseldorfer Eislauf-Gemeinschaft (DEG) ice hockey club, the ART Giants basketball team, the Bergischer HC handball team and the Stockheim Olympic team.