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SBD Global/September 4, 2014/Marketing and Sponsorship

Bundesliga Shirt Sponsors Pay On Average $9.7M To Be On The Front Of The Jersey

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Russian company Gazprom pays $20M annually to be on the jersey of FC Schalke.
Bundesliga shirt sponsors pay an average of €7.4M ($9.7M) for the most important ad space in the top flight. This number is drastically lower in the 2nd Bundesliga. That is the result of a marketing analysis by SPONSORs ahead of the '14-15 season. Bayern Munich receives the most money for its jersey space, with sponsor Deutsche Telekom paying around €28M ($37M) annually. Also in the top 3 are Borussia Dortmund (€18M/$24M from Evonik) and Schalke (€15M/$20M from Gazprom). At the bottom of the league are SC Freiburg (€2.5M/$3.3M from Ehrmann), FC Augsburg (€2M/$2.6M from Al-Ko Kober) and SC Paderborn (€1.2M/$1.6M from Kfzteile.de). Volkswagen's sponsorship of its factory team VfL Wolfsburg was not included in the analysis. In the 2nd Bundesliga, the difference between the top deals and the bottom deals is not as dramatic as in the top flight. Six clubs share the top 3 sponsorship deals in the second division. Those are Eintracht Braunschweig (€2M/$2.6M from Seat), FC Ingolstadt (€2M from Audi), FC Nuremberg (€1.7M/$2.2M from Wolf Möbel), Greuther Fürth (€1.7M from Ergo Direkt), FC Kaiserslautern (€1.6M/$2.1M from Paysafecard.com) and 1860 Munich (€1.6M from Volkswagen). The bottom three are VfR Aalen (€350,000/$460,000 from Pro Win), SV Darmstadt (€300,000/$394,000 from Software AG) and SV Sandhausen (€250,000/$328,000 from Verivox.de). The average across the league is €1.1M ($1.45M). Not part of the analysis was Red Bull's sponsorship of RB Leipzig (SPONSORs).
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