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 Sponsors of the Bundesliga Clubs: All of the Jerseys, All of the Revenues
Sports business | 26.08.2016

All jersey sponsors: FC Bayern takes in the most

Bundesliga Sponsors 2016/2017: The Sponsorship Revenues of All 18 Clubs

Sponsors of the Bundesliga Clubs: All of the Jerseys, All of the Revenues. The Bundesliga and their jersey sponsors: On average, the clubs each collect around 10 million euros annually.
The Bundesliga and their jersey sponsors: On average, the clubs each collect around 10 million euros annually.
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The Bundesliga clubs and their sponsors: Almost no other soccer league in Germany earns more money with sponsorships than the Fußball-Bundesliga. Jersey advertisement brings the 18 clubs revenues averaging over ten million euros per year. presents all of the clubs, all of the sponsors, and all of the amounts.

It’s said to be 182 million euros in the 2016/2017, and thus 14 million euros more than in the previous 2015/2016 season. The market research company Nielsen Sports reports how much money advertising on the front of the Bundesliga’s jerseys is said to be worth.

Read more here about the soccer business.

A final total of all sponsor revenues in the Bundesliga can’t be determined, however:

first, because neither the club nor the company give detailed information on their sponsorship deals.

And second, because many contracts are concluded in a heavily performance-based way. Main sponsor Gazprom, for example, is said to have promised FC Schalke 04 a hefty bonus for a Champions League qualification.

Bundesliga 16/17: All Jersey Sponsors

The Bundesliga jersey sponsors 2016/2017

FC BayernTelekom€35 million2023
FC Schalke 04Gazprom (Russian natural gas company)€20 – 24 million*2022
VfL WolfsburgVolkswagen€20 millionIndefinite
Borussia DortmundEvonik (energy and chemical corporation)€20 million2025
Borussia MönchengladbachPostbank€6.5 – 9 million*2020
Hamburger SVEmirates€7.5 million2019
RB LeipzigRed Bull€7 million**N/S
Werder BremenWiesenhof (poultry producer)€6.3 million2017
Hertha€6 million2018
Bayer 04 LeverkusenBarmenia (insurance company)€6 million2020
Eintracht FrankfurtKrombacher (brewery)€5.5 million2017***
1. FC KölnRewe (retail group)€5 million2018
1899 HoffenheimSAP (software company)€5 million2020
FSV Mainz 04Kömmerling (plastic manufacturer)€4.5 million2018
FC AugsburgWWK (insurance group)€3 – 4.5 million*2018
SC FreiburgSchwarzwaldmilch (dairy processing group)€3 millionN/S
FC IngolstadtMedia Markt (consumer electronics retailer)€2 million2018
Darmstadt 98Software AG€1.5 million2018

* According to media reports, the sponsor agreements are said to have been concluded in a heavily performance-based way.

** Rough estimate, no reputable report available.

*** Krombacher is first only taking on main sponsorship at Eintracht Frankfurt for a year, but has concluded a contract as a premium partner until 2024.

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In the analysis of the jersey sponsorship deals in the Bundesliga 2016/2017 season, came to a total sum of “only” 171 million euros, that is, eleven million euros less than Nielsen Sports. The difference lies primarily in some incalculabilities in owner clubs like VfL Wolfsburg or RB Leipzig.

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Sponsor Telekom extends with FC Bayern until 2023

A look to the Bundesliga’s sponsorship table shows that not just athletic success is honored, but also tradition and fan connection. Naturally, FC Bayern München is a rich as Croesus; after its contract extension in August 2015, the record winner collects around 35 million euros per year from Telekom. Until 2023!

With its success in the past few years and the renewed participation in the Champions League, Borussia Mönchengladbach has worked its way into the sponsorship Top Five. “We’re collectively aiming upwards,” said Joachim Strunk from main sponsor Postbank in the German business newspaper “Handelsblatt.” “The more successfully Borussia plays, the more the money flows, too.”

Sponsors are hot after Bundesliga jerseys

Borussia actually receives relatively little for its jersey from the energy company Evonik (20 million euros) in comparison to its growing importance in German soccer, but has also committed its main sponsor long-term as a shareholder. One year ago, Evonik bought 9.06 percent of the Borussia Dortmund AG for 26.7 million euros.

If you look at the durations of the sponsorship agreements, you quickly realize: advertising on the Bundesliga clubs’ jerseys is highly coveted. Eintracht Frankfurt alone has to see to a successor for sponsor Krombacher for the 2016/2017 season; the rest of the clubs’ contracts run to at least 2018.

Joscha Thieringer (Quelle: ISPO)
Article by Joscha Thieringer, editor
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