- Manuel Neuer joins Munich-based oral care brand happybrush as both brand ambassador and strategic partner, going far beyond a typical endorsement to actively co-develop products and brand direction.
- The deal, brokered by sports marketing agency SPORTFIVE, is backed by a seven-figure media investment from SevenVentures (ProSiebenSat.1's investment arm), unlocking TV, streaming, and digital reach across Germany.
- This marks happybrush's first high-profile celebrity partnership since the brand's founding in 2016, and signals a clear push toward mainstream market expansion.
- Neuer's commercial momentum is accelerating: the deal follows his May 2026 brand ambassador appointment with German security tech firm Telenot, also brokered by SPORTFIVE.
Manuel Neuer, Germany’s record-breaking international goalkeeper and multiple FIFA World Goalkeeper of the Year, has been named brand ambassador and strategic partner for happybrush, the Munich-based oral care brand, effective June 1, 2026.
The partnership goes well beyond a traditional celebrity deal. Neuer will actively contribute to product development and brand strategy, reflecting a growing trend in athlete-brand collaborations, similar to how Cristiano Ronaldo recently took on a global ambassador role for Dreame with strong brand alignment at its core.
SPORTFIVE, which has exclusively managed Neuer’s commercial partnerships since 2024 alongside management agency PRO Profil, brokered the deal.
SevenVentures, the investment arm of ProSiebenSat.1, joins as a long-term media partner with a seven-figure commitment spanning TV, streaming, and digital channels.
Founded in 2016 by Florian Kiener and Stefan Walter, happybrush has sold over 25 million products and distributes across 40+ retailers including dm, Rossmann, and Müller. This is the brand’s first major celebrity partnership.
Neuer, still active with FC Bayern Munich heading into the 2025–26 Bundesliga season, recently also signed with Telenot as brand ambassador in May 2026, his second major commercial deal in as many months.
Fellow football superstar Robert Lewandowski’s brand ambassador deal with Chery reflects how elite footballers are increasingly becoming strategic brand co-creators, not just faces on packaging.
Takeaways
This isn’t just a goalkeeper smiling for a toothbrush commercial. Neuer is stepping in as a co-creator, contributing brand and product strategy with an entrepreneurial stake. That’s the new playbook for elite athlete endorsements in 2026: credibility through ownership, not just association.
For happybrush, landing a world-class name while also securing a seven-figure media deal with ProSiebenSat.1 in one swoop is a serious growth catalyst for a brand trying to break from niche to mainstream.
Does Neuer’s image as a health-conscious, precision-driven athlete make oral care a more natural fit than, say, a fast food or beverage brand? With happybrush now backed by both a global sporting icon and broadcast-level media spend, which legacy oral care giants should be watching closely?
