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SBD Global/August 23, 2012/Marketing and Sponsorship

Bayern Munich Extends Sponsorship Deal With Deutsche Telekom Through '17

German Bundesliga club Bayern Munich has "extended its title sponsorship deal" with Deutsche Telekom for another four years through '17, according to BILD. The Bundesliga record-champion's current contract with the telecoms company "was supposed to expire in '13." The new deal "will reportedly increase Telekom's ad rights beyond the shirt sponsorship." Currently Bayern's deal with Telekom is "allegedly worth" €25M ($31.2M) annually. Under the new deal, it will "supposedly increase" to €30M ($37.4M) per year. If the numbers are accurate, Bayern would generate €120M ($150M) during the deal's duration. That would keep Bayern ahead of VfL Wolfsburg (VW, €20M / $24.9M), Schalke 04 (Gazprom, €16M / $19.9M) and defending champion Borussia Dortmund (Evonik, €12M / $15M) for the league's "most-lucrative title sponsorship deal" (BILD, 8/22).
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