Bundeseliga footballers are adorning new season sponsors on their shirts.
The Bundesliga, Germany's premier football league, offers an exciting sponsorship opportunity in the German sports landscape. In this article, we take a closer look at the financial landscape of the league's shirt sponsorship market.
FC Augsburg's shirt sponsor, WWK Versicherungen, pays an annual sum of 6.5 million euros. Meanwhile, FC Bayern Munich's shirt sponsor, Telekom AG, contributes 50 million euros annually. However, it's important to note that the values from the marketing institute should be used with caution due to the varying content of the sponsorship contracts.
One team that stands out is VfL Wolfsburg, who receive a higher sponsorship amount of 70 million euros from Volkswagen AG in the 2025/2026 season. This is primarily because Volkswagen is the club's main corporate owner and primary sponsor, reflecting a stronger and more direct financial commitment. Wolfsburg was originally founded by Volkswagen for its employees, making it a corporate-owned club, unlike Bayern Munich which has a separate sponsorship arrangement with Telekom AG.
Other notable sponsorship deals include 1. FC Köln's REWE Group, paying 4.5 million euros annually, and SC Freiburg's JOBRAD, contributing 5 million euros annually. The sponsor of SC Freiburg, Jobrad, considers the sponsorship as a significant platform to promote their sustainability and cycling initiatives.
Borussia Dortmund's Vodafone pays 30 million euros annually, while Borussia Mönchengladbach's REUTER pays 11 million euros annually. RB Leipzig's Red Bull pays 35 million euros annually, and FC St. Pauli's Congstar pays 1.8 million euros annually.
The sponsorship contracts for the 1st Bundesliga teams differ greatly in content. Sometimes, naming rights are included in the sponsorship contracts, and sometimes they are not. A legal dispute is ongoing between VfB Stuttgart and their former sponsor Winamax due to a breach of contract.
Emirates is bidding for the chest presence on the shirt of the record champion, adding another layer of competition to the already lucrative market. The professionals are often available to the sponsors for promotional dates and similar activities, further enhancing the value of these sponsorship deals.
In conclusion, the Bundesliga shirt sponsorship market is a vibrant and dynamic field, with a wide range of deals and partnerships. While the values may vary, the commitment and engagement of the sponsors towards their respective clubs and the league as a whole remain a constant.
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