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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 2017/2018: The Sponsorship Revenues of All 18 Clubs

Sponsors of the Bundesliga Clubs: All of the Jerseys, All of the Revenues. The Bundesliga teams and their jersey sponsors
The Bundesliga teams and their jersey sponsors
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The Bundesliga clubs and their sponsors: 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. ISPO.com presents all of the clubs, all of the sponsors, and all of the amounts.

It’s said to be 190,5 million euros in the 2017/2018, and thus more than 8 million euros more than in the previous 2016/2017 season.


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.

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The Bundesliga jersey sponsors 2017/2018

ClubSponsorRevenuesDuration
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
RB LeipzigRed Bull€9 millionN/S
Borussia MönchengladbachPostbank€6.5 – 9 million*2020
VfB StuttgartMercedes-Benz-Bank€8 million2019
Hamburger SVEmirates€7.5 million2019
1. FC KölnRewe€7 million2021
Eintracht FrankfurtIndeed€6.7 million2020
Werder BremenWiesenhof (poultry producer)€6.5 million2020
Hertha BSCbet-at-home.com€6 million2018
Bayer 04 LeverkusenBarmenia (insurance company)€6 million2020
Hannover 96Heinz von Heiden€5 million2020
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)€2.7 million2019


* 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.

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Stuttgart and Hannover: Strong Promoted Teams

For the 2017/2018 Bundesliga season, only one club had to change its jersey sponsor: Eintracht Frankfurt moved from Krombacher to Indeed. The Indeed job portal is to pay around 20 million euros for the seasons up to 2020.

When analysing the breast sponsoring deals in the 2017/2018 Bundesliga season, ISPO. com's total amount amounts to a maximum of 190.5 million euros - significantly more than in the previous season.

The difference is mainly due to the decline of FC Ingolstadt and Darmstadt 98 and the rise of VfB Stuttgart and Hannover 96, because the 2017 rising stars know that strong main sponsors are behind them: Daimler is probably prepared to increase its payments to VfB Stuttgart to 8 million euros per year and even wants to buy shares worth around 41.5 million euros (for 11.75 percent); at Hannover 96, the massive house company Heinz von Heiden

How much does the breast of RB Leipzig cost? But what does Red Bull pay RB Leipzig? A question that only a few, apart from Red Bull founder Dietrich Mateschitz, can answer. The annual investments of the energy drink manufacturer in the Leipzig football project are kept quiet.

The market value of this sponsoring package was around 7 million euros in the promotion season - and has increased as a result of the Champions League qualification of the newcomer. Experts are now forecasting around 9 million euros.

Telekom extends FC Bayern until 2023

A glance at the Bundesliga sponsorship table shows that not only sporting success, but also tradition and fan loyalty are rewarded. Krösus is, of course, FC Bayern Munich, and the record champion will receive around 35 million euros per year from Deutsche Telekom after the contract extension in August 2015.

Borussia Mönchengladbach has worked her way into the sponsorship top five thanks to the success of recent years. Together, we are looking more towards the top," said Joachim Strunk from main sponsor Postbank in the Handelsblatt. The more successful Borussia plays, the more money will flow "Sponsors want to go to the Bundesliga jerseysThe energy company Evonik has given BVB relatively little sponsorship money for the jersey (EUR 20 million) in comparison to its growing importance in German football, but the main sponsor has also committed himself as a shareholder in the long term. Evonik holds a stake of around 15 percent in Borussia Dortmund GmbH & Co. KGaA.

Looking at the terms of the sponsorship contracts, one can quickly see that advertising on the jerseys of the Bundesliga clubs is still a popular marketing tool. For some of the marketing managers, 2017/2018 should be an exciting season: Three main sponsoring contracts expire: 1. FSV Mainz 05 (Kömmerling), FC Augsburg (WWK) and Hertha BSC (bet-at-home. com)

The cooperation has been extended by SV Werder Bremen and Wiesenhof. The sponsorship contract, which is due to expire at the end of the season, has been extended until 2020. The food manufacturer has been the main sponsor of Bremer since 2012.1st FC Köln has extended its cooperation with Rewe. The supermarket chain Rewe will remain a partner until at least 2021. Instead of the previous 4.5 million euros, the Europa League participant will now receive 7 million euros annually.

The SC Freiburg records the lowest income from a main sponsor. Schwarzwaldmilch transfers only about 2.7 million euros to the club of cult coach Christian Streich - just 1/13 of what FC Bayern Bayern receives from Deutsche Telekom.

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