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SBD Global/July 16, 2012/Marketing and Sponsorship

Borussia Dortmund Coach Is New 'Ad King' Of German Football

A German news magazine has declared Borussia Dortmund head coach Jürgen Klopp the "new advertisement king" of German football. News magazine Focus reported that Klopp, who has acquired seven sponsorship deals, dethroned German football legend Franz Beckenbauer as German football's ad king. Klopp has sponsorship deals with Die Volksbanken, Seat, Puma, Metylan, Titanflex, FAZ and Philips. Cologne-based market research institute Sport+Markt Advisor Philipp Kupfer said that Klopp is "more versatile because of his charisma." He said, "This is mirrored by his ad revenues, which amount to more than €1.5M ($1.9M) annually" (SID, 7/15).  

AUDI AS THE NEW CO-DRIVER: The WESTDEUTSCHE ZEITUNG reported that German automaker Audi "becomes another co-sponsor" of Bundesliga club Borussia Mönchengladbach. Audi will be the "sixth co-sponsor of Borussia Mönchengladbach for the upcoming season." Audi and Borussia Mönchengladbach have been partners since the opening of the Borussia-Park stadium in '04. The new deal, which will end in '18, includes an "increased presence of Audi on TV-relevant ad spaces and hospitality" (WESTDEUTSCHE ZEITUNG, 7/13).

BACK ON THE CHEST: In Chemnitz, Germany, Sören Fiedler reported that 2nd Bundesliga club Erzgebirge Aue "found with electric tools manufacturer Elektrowerkzeuge Eibenstock a new jersey sponsor." The company, which is located 20km south of Aue, embellished the players' chest with its logo once before during the '07-08 season. The new deal will end in '14 and "brings in an estimated" €700,000 ($860,000) over the next two seasons (BILD, 7/13).
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