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SBD Global/July 17, 2014/Marketing and Sponsorship

DFB Partners Can Expect To Pay 'World Cup Surcharge' On Contract Renewals

World Cup title could prove costly for DFB partners when renewing their deals.
Sponsors of the German Football Federation (DFB) "will likely have to pay a 'World Cup surcharge' if they want to renew their deals with the national team," according to Ulrike App of W&V. DFB Team Manager Oliver Bierhoff "wants to increase the national team's marketing revenue." He said, "Sponsors connect with us a certain presence at tournaments. If we are able to reinforce it through on-field success, it will be a great selling point." The DFB "will soon enter negotiations with several of its partners." Bierhoff said that "there is room for growth." The contracts with kit supplier adidas and general sponsor Mercedes-Benz "are set to expire shortly before the 2018 World Cup in Russia." DFB Marketing Dir Denni Strich said, "Should there be sponsorship areas in which we can grow, it would certainly be in the areas of general kit supplier and general sponsor." The federation currently generates an estimated €60M ($81M) annually through sponsorship deals (W&V, 7/16).
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