Sports Business/07/29/2020

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

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The Bundesliga clubs and their sponsors: Despite the Corona pandemic, most partners remain loyal. Only two clubs have new sponsors. Two big earners have been relegated. The promoted clubs bake smaller rolls. We present all clubs, all shirt sponsors and the revenues.

FC Bayern is only number two in terms of revenue from shirt sponsorship.

At the top of the table is the works club VfL Wolfsburg, which is supported by Volkswagen to the tune of 70 million euros per season. Record champion FC Bayern follows in second place with Telekom behind it. As in the previous season, Borussia Dortmund is following a unique path: BVB has two different shirt sponsors. While 1&1 advertises on the BVB jersey in the Bundesliga, Borussia runs with the logo of Evonik, previously the only BVB jersey sponsor, on its chest in DFB Cup and Champions League matches.

Bundesliga 2021/2022: All Kit Sponsors, All Income

ClubSponsor 2021/22Sponsor 2020/21Income in €Duration
VfL WolfsburgVolkswagenVolkswagen70 millionindefinite
FC BayernTelekomTelekom45 million2023
Borussia Dortmund1&1 and Evonik*Evonik35 million in total2025
RB LeipzigRed BullRed Bull35 million2023
VfB StuttgartMercedes-Benz-BankMercedes-Benz-Bank10 million**2023
Borussia M'GladbachFlatexPostbank9 million2023
Hertha BSCAutoheroHomeday8 million2023
1. FC KölnReweRewe7.5 million2022
Eintracht FrankfurtIndeedIndeed7 million2023
Bayer 04 LeverkusenBarmeniaBarmenia6 million2024
TSG HoffenheimSAPSAP5.5 million2025
FC AugsburgWWKWWK4.2 million***2030
1. FSV Mainz 05KömmerlingKömmerling4 million2023
SC FreiburgSchwarzwaldmilchSchwarzwaldmilch3 million.2022
Union BerlinAroundtownAroundtown2.5 million2022
Arminia BielefeldSchücoSchüco2.5 million2023
VfL BochumVonoviaTricorp2.5 million2023
SpVgg Greuther FürthHofmann PersonalHofmann Personalunknown2022

*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.

Underdogs replace big earners

With FC Schalke 04 and Werder Bremen, two big earners in terms of shirt sponsorship have left the top flight. In the previous season, Schalke collected 20 million euros from Gazprom, while Bremen received around eight million euros from Wiesenhof.

These are figures that the two newcomers this season cannot match: VfL Bochum's new jersey sponsor Vonovia brings in an estimated 2.5 million euros. SpVgg Greuther Fürth has extended its contract with the medium-sized personnel service provider Hofmann Personal while still in the second division. Although the details of the contract are unknown. However, there is much to suggest that the season's big underdog is also bottom of the league in terms of sponsorship revenue.

Only two teams with new shirt sponsor

In times of Corona, both teams and sponsors are focusing on continuity. Only Hertha BSC, after its six-month intermezzo with Homeday, is now relying on Autohero as its new jersey sponsor. At VfL Bochum, the partnership with Vonovia is being further expanded. In addition to the naming rights to the stadium, the real estate group now also holds the spot on the Bochum jersey.

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. Logo Author: