The 18 Bundesliga’s Main Shirt Sponsors: How Much Each Club Earns
Here’s a look at all 18 clubs in Germany’s Bundesliga and how much they make from their main shirt sponsorship deals, ranked from lowest to highest. It’s a telling snapshot of the commercial landscape in German football.
18. Union Berlin - No Main Sponsor - £0
Union Berlin stands out as the only Bundesliga club without a main shirt sponsor this season. Whether by strategic choice or negotiation challenges, the absence of a sponsor on their kits makes them unique in the league. This also means they miss out on valuable sponsorship income.
17. St. Pauli - Congstar - £1.5 million
St. Pauli, known for their alternative culture and loyal fanbase, earns about £1.5 million per year from their deal with telecommunications company Congstar. While modest, this partnership aligns with the club’s down-to-earth ethos.
16. Heidenheim - MHP - £1.8 million
Newly promoted or smaller sides often secure lower sponsorships, and Heidenheim is no exception. Their main shirt deal with MHP, a Porsche subsidiary, brings in roughly £1.8 million annually, providing vital financial support.
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15. Hamburg - HanseMerkur - £3.4 million
Although currently playing in the 2. Bundesliga, Hamburg still makes this list thanks to the data source including their figures. They earn around £3.4 million each season from insurance group HanseMerkur.
14. Köln - REWE Group - £3.8 million
FC Köln’s partnership with REWE Group is one of the Bundesliga’s longer-standing sponsorships. It nets the club about £3.8 million a year, helping maintain financial stability as they fight to stay competitive.
13. Mainz - Kömmerling - £3.8 million
Mainz’s sponsor Kömmerling, a windows and doors company, pays approximately £3.8 million per year. It’s a solid deal for a mid-table club that regularly punches above its weight in Germany’s top tier.
12. Freiburg - Jobrad - £4.2 million
SC Freiburg is widely admired for smart scouting and sustainable growth. Their sponsorship with Jobrad, a bike leasing firm, delivers roughly £4.2 million annually, reinforcing their reputation for balancing financial prudence and sporting success.
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11. Hoffenheim - SAP - £5 million
Backed by software giant SAP, which also has deep ties to the club’s ownership, Hoffenheim secures about £5 million each year through this main shirt deal. It’s both a sponsorship and a symbol of SAP’s commitment to local sports.
10. Augsburg - WWK - £5.5 million
FC Augsburg’s shirt sponsorship with WWK, an insurance firm, brings in close to £5.5 million annually. It’s a crucial partnership that helps Augsburg continue to establish themselves as a solid Bundesliga outfit.
9. Werder Bremen - Matthäi - £6 million
Werder Bremen’s deal with construction company Matthäi delivers around £6 million per season. After financial struggles in recent years, this steady sponsorship income is key to their rebuilding efforts.
8. Stuttgart - LBBW - £6.8 million
VfB Stuttgart’s partnership with Landesbank Baden-Württemberg (LBBW) earns them roughly £6.8 million a year. The support from this regional bank is essential for Stuttgart’s ambitions to return to Europe.
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7. Bayer Leverkusen - Barmenia - £6.8 million
Insurance group Barmenia pays Bayer Leverkusen about £6.8 million annually. For a club often playing in European competitions, this is a modest but reliable income stream that complements their strong sporting model.
6. Eintracht Frankfurt - Indeed - £8.5 million
Eintracht Frankfurt has developed into a European-level club, and their partnership with global job site Indeed reflects that. The deal is worth approximately £8.5 million per year, adding fuel to their competitive fire.
5. Mönchengladbach - Reuter - £9.3 million
Borussia Mönchengladbach’s sponsorship with Reuter, a bathroom products retailer, nets around £9.3 million per season. It’s a healthy figure for a club that regularly challenges for European spots.
4. Borussia Dortmund - Vodafone - £25.5 million
Borussia Dortmund’s global brand appeal ensures big sponsorship numbers. Vodafone pays roughly £25.5 million a year to be front and center on Dortmund’s iconic yellow shirts, underlining their status as one of Germany’s biggest clubs.
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3. RB Leipzig - Red Bull - £29.8 million
RB Leipzig, owned by Red Bull, has a shirt deal naturally tied to the energy drink giant. This brings in around £29.8 million annually, showing how the synergy between owner and sponsor fuels their rapid rise.
2. Bayern Munich - Telekom - £42.5 million
Bayern Munich’s long-standing relationship with Telekom is worth close to £42.5 million per year. It’s one of the largest shirt deals in European football, befitting Germany’s most dominant club.
1. Wolfsburg - Volkswagen - £59.5 million
At the top of the list is Wolfsburg, whose ties to Volkswagen are historic and deep. Their main shirt sponsorship nets a staggering £59.5 million annually, making it the most lucrative in the Bundesliga by a wide margin.
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