The vibrant world of Bundesliga football boasts significant partnerships with various brands, bringing more investments into the clubs’ budgets. These collaborations not only elevate the match day euphoria but also help the clubs build stronger teams, provide better services for fans and retain financial stability.
Sponsorship Deals
The focus of football clubs has been shifting towards big sponsorship deals for a long time. The better the deals, the more money is invested. The most common length of the contracts is four years, but this depends on the partnership, the brand, the club and the season performance.
The Bundesliga allows only one front-of-shirt sponsor. Compared to the Premier League, where teams have partnerships with gambling operators for a long time, most Bundesliga teams have other sponsorship partners and deals with sites that can be seen at online-casinos.com are less common.
Sleeve Sponsors
Season 2017/2018 marked a new stage in German football shirt sponsorships. Since then, the Bundesliga clubs have been allowed to broker their own sleeve partners. Previously, there was a league-wide sleeve sponsorship contract with Hermes Group.
The sleeve sponsors are companies from different industries, similar to the shirt sponsors, which results in a lot of diversity. Some of the bigger companies or those in a specific niche can even support more than one team.
TV Coverage
The current Bundesliga broadcasting deals are worth around 1.1 billion euros. This shows the league’s growing global appeal and brands’ increasing willingness to invest.
Currently, Sky holds most media rights to broadcast in Germany. DAZN shares the league’s media rights and can showcase matches on Fridays and Sundays. ZDRF and Das Erste can both offer Bundesliga fans free highlights of matches.
Bundesliga Football Clubs and Their Sponsors
Football is by far the most popular sport in Germany. The clubs’ partnerships with various companies increase the opportunity to generate more revenue. Here are all the 2024/25 German Bundesliga clubs and their partners:
|
Bundesliga Team |
Front-of-Shirt Sponsor |
Sleeve Sponsor |
Kit Manufacturer |
|
Bayer 04 Leverkusen |
Barmenia Versicherungen |
Niedax |
Castore |
|
VfB Stuttgart |
Winamax |
Hep Solar |
Jako |
|
FC Bayern München |
Deutsche Telekom |
Allianz |
Adidas |
|
RB Leipzig |
Red Bull |
IHG Hotels & Resorts |
Puma |
|
Borussia Dortmund |
1&1 |
GLS Group |
Puma |
|
Eintracht Frankfurt |
Indeed.com |
Elotrans Reload |
Nike |
|
TSG Hoffenheim |
SAP |
Hep Global |
Joma |
|
FC Heidenheim 1846 |
MHP |
Voith |
Puma |
|
SV Werder Bremen |
Matthäi |
Ammerländer |
Hummel |
|
SC Freiburg |
JobRad |
Lexware |
Nike |
|
FC Augsburg |
WWK Versicherung |
Siegmund |
Mizuno |
|
VfL Wolfsburg |
Volkswagen |
Linglong Tire |
Nike |
|
FSV Mainz 05 |
Kömmerling |
iDM |
Jako |
|
Borussia Mönchengladbach |
Reuter Gruppe |
Sonepar |
Puma |
|
FC Union Berlin |
N/A |
JD Sports |
Adidas |
|
VfL Bochum 1848 |
Vonovia |
MTEL Germany |
Mizuno |
|
FC St. Pauli |
Congstar |
Astra Brauerei |
Puma |
|
Holstein Kiel |
Famila |
Lotto Schleswig-Holstein |
Puma |
The table shows the diversity of supporting companies and brands. The club’s representatives, together with sponsorship specialists, rank each as a source of revenue. The second place, after the main sponsor, is usually given to the kit supplier.
That manufacturer equips the team with shirts, tracksuits, boots, etc. Besides the included value, kit companies invest a lot to use football clubs for promotion campaigns.
Major Bundesliga Teams Partnerships
We have prepared some information about the most popular and successful teams in the Bundesliga and their current partners. Keep in mind that clubs have multiple partnerships and sponsorship deals, and depending on the deal, there can be official partners, main partners, stadium partners, regional partners and so on.
- FC Bayern München – Telekom, Addidas, Allianz, Audi, Konami, Tipico, Coca-Cola, Miele, Hylo, Milka, Global66, BigHit, Tiger Balm, and more.
- Borussia Dortmund – 1&1, Puma, Evonik, Hankook, GLS, Adesso, Sparda-Bank, Eurowings, Atlas, Coca-Cola, DocMorris, Kobler, Topps, Enders, and more.
- RB Leipzig – Reb Bull, Merkur, BMW, EKD Solar, Rauch, Ur-Krostitzer, Veganz, Mascot International, and more.
- Bayer 04 Leverkusen – Bayer, Barmenia, Castore, CEAT, Ledvance, Lerros, Niedax Group, MG, and more.
- Borussia Mönchengladbach – Reuter, Puma, Audi, Brax, Santander, Froneri, Blumberg, Bitburger, Elten, Medical Park, and more.
These deals and sponsorship agreements normally last multiple years, depending on the contract. Usually, the contacts are automatically renewed regularly, often yearly. The duration of some deals isn’t publicly disclosed.
Positive Aspects of Sponsorships
Such collaborations highlight a significant trend in sports marketing. Prominent Bundesliga teams have formed partnerships with major brands, which has led to numerous positive aspects for both sides.
Those mainly include financial support, infrastructure updates, modernized training facilities, better contracts, and recruitment of new players. Football club partnerships can lead to a larger fan base, heightened community engagement, and a boost in global brand visibility and recognition.
Conclusion
The Bundesliga football sponsorships illustrate the financial allure of such deals. The league itself has entered into agreements, highlighting the commercial ties between football and the global industry. These collaborations with popular and proven brands have been crucial for the success and financial stability of football clubs.
