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.
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.
|FC Bayern||Telekom||€35 million||2023|
|FC Schalke 04||Gazprom (Russian natural gas company)||€20 – 24 million*||2022|
|VfL Wolfsburg||Volkswagen||€20 million||Indefinite|
|Borussia Dortmund||Evonik (energy and chemical corporation)||€20 million||2025|
|Borussia Mönchengladbach||Postbank||€6.5 – 9 million*||2020|
|Hamburger SV||Emirates||€7.5 million||2019|
|RB Leipzig||Red Bull||€7 million**||N/S|
|Werder Bremen||Wiesenhof (poultry producer)||€6.3 million||2017|
|Hertha BSC||bet-at-home.com||€6 million||2018|
|Bayer 04 Leverkusen||Barmenia (insurance company)||€6 million||2020|
|Eintracht Frankfurt||Krombacher (brewery)||€5.5 million||2017***|
|1. FC Köln||Rewe (retail group)||€5 million||2018|
|1899 Hoffenheim||SAP (software company)||€5 million||2020|
|FSV Mainz 04||Kömmerling (plastic manufacturer)||€4.5 million||2018|
|FC Augsburg||WWK (insurance group)||€3 – 4.5 million*||2018|
|SC Freiburg||Schwarzwaldmilch (dairy processing group)||€3 million||N/S|
|FC Ingolstadt||Media Markt (consumer electronics retailer)||€2 million||2018|
|Darmstadt 98||Software AG||€1.5 million||2018|
* 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.
In the analysis of the jersey sponsorship deals in the Bundesliga 2016/2017 season, ISPO.com 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.
What is Red Bull paying RB Leipzig? A question that few except for Red Bull founder Dietrich Mateschitz can answer. The energy drink manufacturer’s yearly investments in the Leipzig soccer project are kept resolutely silent. The market value of this sponsorship package could amount to about seven million euros.
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.”
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.