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SBD Global/June 29, 2012/Marketing and Sponsorship

Germany's Euro 2012 Performance Boosts Ad Value Of Team And Players

The German national team's trip to the semifinals of Euro 2012 "hugely increases its ad value," according to WERBEN & VERKAUFEN. The tournament in Poland and the Ukraine increases not only the ad value of the whole team, but often helps players "to receive millions in new sponsorship deals." Cologne sports-marketing company Sport+Markt estimated that German national player Mesut Özil earns "up to €4M ($5M) annually through sponsorship deals." German striker Thomas Müller is a great example of how important "a good performance during a big tournament" is. The "shooting star of the 2010 World Cup in South Africa" used to earn a maximum of €100,000 ($124,000) through sponsorship deals. Now through deals with supermarket chain Rewe, snack manufacturer Bifi (Unilever), dairy factory Alois Müller and adidas, the 22-year-old has increased this number to €2.5M ($3.1M) (WERBEN & VERKAUFEN, 6/28).
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