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Jersey Sponsorship 2020/2021: FC Bayern Only Second, BVB With New Concept

Bundesliga Sponsors: These Are the 18 Kit Sponsors of the Clubs

The Bundesliga clubs and their sponsors: Kit advertising brings the 18 clubs revenues averaging over 15 million euros per team and year. But the discrepancy between rich and poor in the Bundesliga is huge. ISPO.com presents all clubs, all jersey sponsors, all revenues.

Borussia Dortmund läuft in der Liga mit neuem Brustsponsor auf - der FC Bayern weiter mit der Telekom.
Borussia Dortmund has a new kit sponsor in the league - FC Bayern continues with Telekom.

Kit advertising is a lucrative business for the clubs in the German Soccer League: The 18 teams could collect up to 274.2 million euros from their main sponsors in the 2020/2021 season - as shown in the table of sponsorship payments from ISPO.com (see below).

At the top is the factory club VfL Wolfsburg, which is supported by Volkswagen with 70 million Euros per season. Record champion FC Bayern follows in second place with Telekom. Borussia Dortmund breaks new ground: for the first time, BVB has two different kit sponsors. While in the Bundesliga 1&1 advertises on the BVB jersey, Borussia plays matches in the DFB Cup and the Champions League with the logo of the previously sole BVB kit sponsor Evonik on its chest.

Bundesliga 2020/2021: All Kit Sponsors, All Income

Club Sponsor 2020/21 Sponsor 2019/20 Income in € Duration
VfL Wolfsburg Volkswagen Volkswagen 70 million indefinite
FC Bavaria Telekom Telekom 45 million 2023
Borussia Dortmund 1&1 and Evonik* Evonik 35 million in total 2025
RB Leipzig Red Bull Red Bull 35 million 2023
FC Schalke 04 Gazprom Gazprom 20 million 2022
VfB Stuttgart Mercedes-Benz-Bank Mercedes-Benz-Bank 10 million** 2023
Borussia M'Gladbach Flatex Postbank 9 million 2023
SV Werder Bremen Wiesenhof Wiesenhof 8 million 2022
1. FC Köln Rewe Rewe 7.5 million 2022
Eintracht Frankfurt Indeed Indeed 7 million 2023
Bayer 04 Leverkusen Barmenia Barmenia 6 million 2024
TSG Hoffenheim SAP SAP 5.5 million 2025
FC Augsburg WWK WWK 4.2 million*** 2030
1. FSV Mainz 05 Kömmerling Kömmerling 4 million 2023
SC Freiburg Schwarzwaldmilch Schwarzwaldmilch 3 million. 2021
Union Berlin Aroundtown Aroundtown 2.5 million 2021
Arminia Bielefeld Schüco Schüco 2.5 million 2021
Hertha BSC no sponsor Tedi - -

*1&1 for Bundesliga matches, Evonik for DFB Cup and Champions League matches

**including sleeve sponsorship

*** including rights to the stadium name

All information about the income is based on estimates of the "Kicker".

Full Bonus For Success

An exact sum of all jersey sponsorship income in the Bundesliga can hardly be determined - as neither the club nor the company usually provides information about details and many contracts are concluded on a performance-related basis. For championships, Champions League or European League participations there is usually an additional substantial bonus.

Although VfB Stuttgart last played in the 2nd Bundesliga, the newcomer is also in the top third of the Bundeslia with 10 million euros in revenues from the main sponsor Mercedes-Benz-Bank.

Co-rising Arminia Bielefeld, on the other hand, is at the bottom of the ranking together with Union Berlin with 2.5 million euros in revenues.

Gladbach With New Sponsor

Besides BVB with 1&1, only Borussia Mönchengladbach has a new jersey sponsor. There Flatex replaces the previous long-standing sponsor Postbank.

Eintracht Frankfurt and TSG Hoffenheim have extended their contracts with Indeed and SAP, which expired in 2020.

Hertha BSC Ends Partnership With Main Sponsor

For three teams, the 2020/21 season is the last year of contracts with their current jersey sponsors. The SC Freiburg, Union Berlin and Arminia Bielefeld are affected. For the latter two teams in particular, for whom experts predict a season in danger of relegation, it would be all the more important to maintain their class in the hunt for a lucrative kit deal.

Also Hertha BSC would have gone into the last year of the contract with the discounter Tedi. But both sides agreed in July 2020 to an early termination of the contract. The Hertha investor group Tennor, led by Lars Windhorst, is aiming for more attractive investors and higher income.

The Berliners' jerseys, which have been free of a sponsor in the meantime, were well received by the fans: When the new jersey went on sale officially without a breast sponsor, the club's online shop was briefly brought to its knees by the demand of fans.

Sponsors as Shareholders

Although BVB receives relatively little sponsorship money for the jersey (20 million euros) from the energy company Evonik in comparison to its growing importance in German football, it has retained its main sponsor, FC Bayern, as a shareholder for the long term. Evonik holds around 15 percent of Borussia Dortmund GmbH & Co KGaA. Deutsche Telekom holds 8.33 percent of FCB.

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