
Franz Beckenbauer Supercup: Heritage and Reach
Published on
by Frederik Festner
Tradition Meets a New Era
When FC Bayern Munich faces VfB Stuttgart on August 16, 2025, it’s not just the first trophy of the new season at stake — it’s the beginning of a new chapter in a long-standing football tradition. The Franz Beckenbauer Supercup, as the competition will officially be called from 2025 onwards, is by no means a new invention. Instead, it represents the continuation of a format that has shaped German football for decades.
In this Insight:
From 1987 to Today: A Competition in Evolution
The Supercup was first held in 1987 as the DFB-Supercup, a traditional curtain-raiser to the season between the Bundesliga champions and the DFB Cup winners. Between 1992 and 1996, it was also branded the Panasonic Supercup, named after one of its sponsors.
In 1991, reflecting the reunification of Germany, the format even featured semi-finals between the West German league and cup winners and their East German counterparts – a truly unique moment in German football history.
After 1996, the competition was paused in favor of the DFL-Ligapokal, a pre-season tournament held until 2007. The Supercup made its return in 2010 under the umbrella of the DFL and has since become a permanent fixture in the German football calendar – prestigious, widely watched, and symbolically significant.


A New Name for a Football Icon
From 2025 onwards, the Supercup will carry a new name: the Franz Beckenbauer Supercup, honoring one of football’s most legendary figures. As a world champion player, coach, and visionary, Franz Beckenbauer’s legacy is deeply intertwined with the success and identity of German football. Naming this title match after “Der Kaiser” is a powerful gesture — a tribute to a man who shaped generations
Today’s format has evolved in several ways. When a team wins both the league and the cup (the “double”), the Bundesliga runner-up now competes in the Supercup. If the match ends in a draw after 90 minutes, there’s no extra time — the game goes directly to a penalty shootout. Since 2011, the game is usually hosted at the home stadium of the cup winner or league runner-up, though this is not fixed by regulation.
Historically, the Bundesliga champion has lifted the trophy 15 times, while their opponent — the cup winner or runner-up — has won 9 times, underlining just how competitive and unpredictable the match can be.

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Become a partner of the Franz Beckenbauer Supercup – gain nationwide visibility and showcase your brand at the first match of the season!
Read moreWhy the Franz Beckenbauer Supercup Is a Powerful Platform for Partners
Reach & Visibility
The Supercup attracts a vast audience — both nationally and internationally. As a brand partner, you can significantly increase your reach and boost brand visibility across key demographics.
Image & Perception
Sports sponsorships are proven to enhance brand perception. At the Supercup, sponsors benefit from elevated levels of trust, relevance, and likability among fans.
Employer Branding
Sponsorships in sport also support talent recruitment and employee engagement. They create emotional connections and strengthen your position as an attractive employer.
Networking
The Supercup brings together decision-makers from across sport, business, and media. It’s a prime setting for networking and initiating new business partnerships.
Direct Customer Engagement
Engage directly with fans and potential customers via activations at the stadium. From product sampling to interactive experiences, the Supercup offers a live platform for brands to connect and drive conversion.

2025: FC Bayern vs. VfB Stuttgart – Season Opener with Impact
The 2025 match-up promises high-quality football and big storylines. Bayern clinched the league title after a dominant second half of the season, while Stuttgart celebrated a remarkable DFB Cup victory. Two ambitious teams. One trophy. Millions watching.
In 2024, over 2.5 million viewers tuned in to the broadcast – and 2025 is set to draw even more attention. The Franz Beckenbauer Supercup is not just a football match – it’s a cultural event and a powerful platform.