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SBD Global/August 22, 2013/Marketing and Sponsorship

Bayern Munich Title Sponsor Deutsche Telekom Receives Most Mentions In Study

German telecom company Deutsche Telekom "is the best-known sponsor in 50 years of Bundesliga football," according to Ingo Rentz of HORIZONT. The Technical University Braunschweig has asked 4,041 people for a study on the occasion of the league's 50th birthday. Deutsche Telekom, the long-time title sponsor of Bayern Munich, "received the top numbers in total mentions and first mentions." The telecom company is followed by "two other companies with a close connection to Bayern Munich." The Deutsche Telekom received 20.94% of all mentions and 10.10% of all first mentions. The second place in the sponsorship ranking went to adidas with 16.31% and 8.96%, respectively. Rounding out the top three is Opel with 9.77% of total mentions and 3.44% of first mentions. The car brand is followed by another car manufacturer, Volkswagen, at No. 4, "before the surprise of the study, Jägermeister." The liquor brand "was the first shirt sponsor in Bundesliga history when it signed a deal with Eintracht Braunschweig in '73." The deal with Braunschweig ended in '87, but "it seems people have not forgotten about the pioneering achievement and honored it with 9.03% of total mentions and 5.74% of first mentions" (HORIZONT, 8/21).

Source: TU Braunschweig
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