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
