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SBD Global/July 26, 2012/Marketing and Sponsorship

German Bundesliga Clubs Earn $173M From Shirt Sponsorship Deals

German Bundesliga's 18 teams earn up to €142M ($173M) "through shirt sponsorship deals," according to DER WESTEN. Before the start of the 50th Bundesliga season, only two teams remain without a shirt sponsor, Werder Bremen and 1. FC Nurnberg. The two clubs have not been able to acquire a sponsor yet, but both Bremen Sport Dir Klaus Allofs and Nurnberg Sport Dir Martin Bader are convinced that their teams "will not start the season with a bare chest" on Aug. 24. Bader said that "it is not difficult" to find a shirt sponsor because of the league's positive image. Therefore, he would not "sell his team under value." However, Werder Bremen has a clause in its contract with sports marketing company Infront that "guarantees" the team €8M ($9.7M) a year -- "regardless if a company signs a shirt sponsorship deal or not." Bayern Munich tops the list, earning €25M ($30.3M) annually from its shirt sponsor Deutsche Telekom (DER WESTEN, 7/24).

Here is a complete list of  all 18 Bundesliga teams and their shirt sponsorship deals for the '12-13 season:

Club 12-13 Sponsors Value / Year
Bayern Munich Deutsche Telekom €25M ($30.3M)
VfL Wolfsburg Volkswagen €20M ($24.3M)
Schalke 04 Gazprom €15M ($18.2M)
Borussia Dortmund Evonik €15M ($18.2M)
Hamburg SV Emirates €8.5M ($10.3M)
Werder Bremen none €8M ($9.7M)*
Bayer Leverkusen Sunpower €6M ($7.3M)
VfB Stuttgart Mercedes-Bank €6M ($7.3M)
Eintracht Frankfurt Krombacher €5.5M ($6.7M)
1899 Hoffenheim Suntech €4.5M ($5.5M)
Borussia Monchengladbach Postbank €4.5M ($5.5M)
Hanover 96 TUI €4M ($4.9M)
1. FC Nurnberg none €4M ($4.9M)**
FSV Mainz 05 Entega €4M ($4.9M)
Fortuna Dusseldorf o.tel.o €2.8M (3.4M)
SpVgg Greuther Furth AL-KO €1.5M ($1.8M)

* Werder Bremen has a deal with sports marketing company Infront, which guarantees them €8M ($9.7M) a year.
** 1. FC Nurnberg expects €4M ($4.9M) annually from a shirt sponsorship deal.

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