HAMBURG (AFP) - Bundesliga side SV Hamburg, the first German club to hand over their stadium's naming rights, announced on Thursday its playing arena has a new sponsor - German bank HSH Nordbank.

Having been previously known as the AOL Arena, after Hamburg's 2001 deal with the American Internet providers, from next season the stadium will be called the HSH Nordbank Arena.

The three-year deal with the northern German bank has an option for a three-year extension.

"We were the first to have sold rights on the name of our stadium and we are proud to be the first to re-name our stadium, it shows that the club and our brand attract well-known advertisers," said a club spokesman.

Hamburg, the 1977 European champions, are the only club to have competed in the Bundesliga every year since its creation in 1962. They are currently 14th in the table, just two points and two places off the relegation zone.

Twelve of the Bundesliga's 18 clubs have re-named their stadiums after signing sponsorship deals.