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SBD Global/July 25, 2012/Marketing and Sponsorship

Bundesliga Champs Generate More Than $70M A Year Through Sponsorship Deals

Bundesliga champion Borussia Dortmund now "cleans up financially," after winning the league title and the German Cup last season, according to BILD. Dortmund CEO Hans-Joachim Watzke explained that his club is "so attractive to sponsors" because of its image. Watzke said, "The club's image is outstanding, and we have a young and likeable team. In addition, we have a head coach who has triggered a surge of sympathy." Dortmund has doubled its sponsorship revenue over the past eight years. Watzke added, "When I started seven-and-a-half years ago, the club's sponsorship revenue was around €30M ($36M) annually. This year our revenue will be just under €60M ($72M)." Dortmund's annual sponsorship deals, among others, include chemical company Evonik (€10M / $12M), Puma (€6M / $7.2M), financial firm Signal Iduna (€5M / $6M) and automaker Opel (€2.5M / $3M) (BILD, 7/24).
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