Bundesliga Sponsorships: Strategic Shifts, Brand Alliances, and Business Insights for 2025-26

Last updated on Juni 2nd, 2025.

The 2024-25 season showcased once again that clubs battle not just for glory but for survival as well. With each victory or defeat, their fates can shift dramatically. As the season comes to an end, we not only witness the relegation and promotion of the teams, but also notice a change in the sponsorship deals of companies with some of the teams for strategic reasons.

As clubs and sponsors navigate these dynamic shifts, events like ISPO 2025 in Munich provide a platform to explore the latest trends, insights, and innovations that shape the future of sports, branding, and audience engagement. In the world of football, the game never truly ends; it simply evolves.

Let’s have a look at the most recent changes to the participations and sponsorships.

As per the points table, these two teams that got relegated for finishing at the bottom of the table and will no longer participate in the 2025-26 Bundesliga:

1. Holstein Kiel
2.  VfL Bochum 1848

On the other hand, these two teams finished at the top of the table of 2. Bundesliga season 2024-25 and therefore got promoted to the Bundesliga 2025-26:

1. 1.FC Köln
2. Hamburger SV

It is interesting to note that on one side, the teams relegate or promote as per their performance in the league; on the other hand, such events also affect the partnerships that brands have with these teams as sponsors.

This is because the team’s performance directly influences the brand value. When a team gets promoted, it gains exposure at a higher level, and so does the brand associated with it. A relegation often leads to fewer viewers and less media coverage. In such situations, the loyalty of the brands towards the football clubs often comes into question.

Let’s have a look at the sponsorship changes that would probably happen in the Bundesliga 2025-26.

Let’s understand why the change in sponsorship happened for the two teams, Borussia Dortmund and VfB Stuttgart.

Countries like Spain and Italy, which have strict advertising regulations and prohibit gambling sponsors on the jerseys, led to complications during international matches, as Winamax is a French online betting company. This led Vfb Stuttgart to shift its interest to align with regional partners that resonate more with the club’s values and fan base.

LBBW, based out of Stuttgart, shares strong regional connections with the club, fostering community engagement.

It’s now official: Starting from the 2025/26 season, Vodafone will become Borussia Dortmund’s new main sponsor, ending the partnership with 1&1 Ionos. The contract with 1&1 concluded after the 2024/25 season. Vodafone brings global reach and innovation – the perfect combination to strengthen Dortmund’s international presence even further.

Below are a few of the strategic takeaways for executives related to the sports industry and otherwise from the landscape of sponsorship in the Bundesliga:

Strategic Exposure

The Bundesliga is one of the most watched football leagues in the world. Brands associated with promoted teams, such as Hamburger SV and FC Koln, are likely to experience a surge in brand exposure, whereas those associated with relegated teams witness reduced visibility. Thus, brand visibility is closely tied to the team’s performance and league participation.

Regional Partnership vs Global Reach 

The new association of VfB Stuttgart with LBBW showcases how brands looking to strengthen regional presence can go hand in hand with the interest of the clubs that are looking for more local community engagement. A win-win for both the sponsoring brand and the club.

Evolving Brand Strategies

Dortmund’s partnership with Vodafone highlights how clubs, too, seek alignment in their growth strategies while choosing brands as sponsors. Vodafone’s international presence could potentially help Dortmund expand its international fanbase.

This Changes for the Upcoming Bundesliga Season 2025-26:

• Two teams relegated: VfL Bochum and Holstein Kiel
• Two teams promoted: FC Köln (champions) and Hamburger SV (second place)
• Borussia Dortmund likely to switch main sponsor from 1&1 Ionos to Vodafone
• VfB Stuttgart changes sponsor from Winamax to LBBW for regional focus

The dynamic nature of Bundesliga sponsorship reflects a constantly evolving landscape. It is a complex playground where brands and clubs strategically align for mutual growth. For business professionals, especially in the sports industry, understanding these trends can unlock new avenues for brand visibility, customer engagement, and regional or global market penetration. Events such as ISPO 2025 in Munich are great platforms to explore such trends.