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SBD Global/March 14, 2014/Marketing and Sponsorship

Study Finds Main Sponsors Of Bundesliga Clubs Lack Awareness In Germany

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A study by market research institute Monheimer Institut found that "many Germans do not know the title sponsors of the 18 Bundesliga clubs," according to W&V. The study asked people between the ages of 18 and 70 how well they know the current main sponsors of Bundesliga clubs. Sponsors such as Postbank (Borussia Mönchengladbach), AL-KO (FC Augsburg), Seat (Eintracht Braunschweig) and Alfa Romeo (Eintracht Frankfurt) "were only recognized by about 10%." Bayern Munich's sponsor, Deutsche Telekom, "on the other hand was able to increase its awareness from 27% in '11-12 to 40% in '13-14." Women especially "had trouble correctly identifying the team's sponsors." Sixteen of the 18 main sponsors of Bundesliga clubs "were correctly identified by less than 10% of women" (W&V, 3/12).

BUNDESLIGA MAIN SPONSOR AWARENESS
Club
Main Sponsor
(Previous Sponsor)
Awareness '13-14 Awareness '11-12
Bayern Munich
Deutsche Telekom
40% 27%
VfL Wolfsburg
Volkswagen
39%
30%
Borussia Dortmund
Evonik
28%
22%
FC Schalke
Gazprom
27%
27%
Hamburg SV
Emirates
25%
16%
Werder Bremen
Wiesenhof
(Targo Bank)
21%
13%
Hertha Berlin
Deutsche Bahn
21%
21%
VfB Stuttgart
Mercedes-Benz
(Gazi)
20%
12%
Hannover 96
TUI
17%
16%
TSG Hoffenheim
SAP
(Suntech)
16%
5%
Borussia Mönchengladbach
Postbank
11%
9%
FC Nuremberg
NKD
(Areva)
11%
8%
SC Freiburg
Ehrmann
11%
7%
FC Augsburg
AL-KO
10%
6%
Eintracht Frankfurt
Alfa Romeo
10%
-
Bayer Leverkusen
LG Electronics
(Sunpower)
10%
6%
FSV Mainz
Entega
6%
6%
Eintracht Braunschweig
Seat
4%
-
Source: Monheimer Institut
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