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Marketing and Sponsorship

German Football League To End Centralized Marketing Of Shirt Sleeves In '17

The German Football League (DFL) "has decided to end the centralized marketing of jersey sleeves at the end of the '16-17 Bundesliga season," according to Gabriel Wagner of SPONSORs. The DFL "made the announcement during its member meeting on Wednesday." The ruling "will allow clubs to market the ad space on an individual basis" starting with the '17-18 season. The reason for the decision "is the clubs' desire to restrict the sleeve partnerships to companies which do not operate in the industry as important club partners." The league's contract with current sleeve sponsor Hermes "will end after the '16-17 season." The logistics company pays an estimated €8M ($8.5M). It is not yet known if Hermes "will remain a league partner" beyond '17. The rights fee "is divided in a ratio of 80/20 between the Bundesliga an 2nd Bundesliga clubs" (SPONSORs, 12/2).

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