That's just the sponsor's logo (it's a brand of beer).

I can think of at least one German brewery which has in recent years 'updated' its logo to remove the long S:

http://images.google.com/imgres?imgurl=www.bierforum.de/pics/etiketten/gilden-koelsch.jpg&imgrefurl=http://www.bierforum.de/gilden.htm&h=384&w=334&sz=18&tbnid=TCJebJNOqwAJ:&tbnh=118&tbnw=103&start=5&prev=/images%3Fq%3Dgilden%2Bk%25C3%25B6lsch%26hl%3Den%26lr%3D%26ie%3DUTF-8%26safe%3Doff%26sa%3DG

http://images.google.com/imgres?imgurl=www.1000getraenke.de/gilden.gif&imgrefurl=http://www.1000getraenke.de/bierdeut.htm&h=61&w=57&sz=3&tbnid=gRQeXpSr5_gJ:&tbnh=61&tbnw=57&start=30&prev=/images%3Fq%3Dgilden%2Bk%25C3%25B6lsch%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26safe%3Doff%26sa%3DN