50 years on the chest: the history of shirt sponsoring in the Bundesliga
In 2023, shirt sponsoring celebrates its 50th anniversary in the German Bundesliga, as in 1973 a company placed itself on the chest of a Bundesliga club for the first time. Since then, this form of sponsorship has become one of the most important sources of income for clubs. Companies also appreciate shirt sponsorship - it's nearly impossible to get closer to athletes and fans with your brand. In this Insight, we take a look at how shirt sponsorship has evolved over the years.
Mara Kottke
Published on June 2nd, 2023
In this Insight:
70s: the beginning of shirt sponsorships
For ten years, Bundesliga matches had already been played, but without sponsors on the jerseys. Entrepreneur Günter Mast, however, had the idea of using football and the associated coverage for advertising purposes - and so, together with the then Bundesliga club Eintracht Braunschweig, he started the success story of shirt sponsoring.
While the club initially took advantage of a loophole in the DFB statutes by simply using the logo of the spirits manufacturer Jägermeister as the club emblem, advertising on the jerseys was finally approved by the association at the end of 1973. This meant that Eintracht Braunschweig could also officially play its matches with the brand name "Jägermeister" on the jersey, and other clubs such as Fortuna Düsseldorf, HSV and MSV Duisburg quickly followed suit. As early as the 1979/1980 season, all clubs had a shirt sponsor.
In the 1970s, liquor manufacturers and breweries were particularly represented on the jerseys, but electronics companies and insurance companies also found their place with the clubs. FC Schalke 04 was one of the last clubs in the Bundesliga to appear without a jersey sponsor. They used their entry into sponsorship for a charitable cause by donating the space on the shirt to the German Cancer Aid.
80s: Commercialisation and internationalisation of the league take off
While in the early years of shirt sponsorship in the Bundesliga there was often a local connection between club and sponsor, more and more international companies made their way into the German league.
In general, the entry of larger and more solvent companies led to increasing revenues for the clubs. This made it possible for clubs to make top international transfers and pay their players higher salaries. The commercialisation and also the internationalisation of the Bundesliga therefore continued to develop through shirt sponsoring.
Shirt sponsorships were particularly popular for electronics companies, whose cameras, computers or televisions were increasingly found in German households during the 80s and thus wanted to further expand their brand awareness.
90s and 00s: Shirt sponsorships remain successful
Even after the fall of the Berlin Wall, shirt sponsorships in the Bundesliga remained successful. Large German companies such as the car manufacturer Opel or the chemical and pharmaceutical company Bayer entered into long-term partnerships with the clubs.
From 2000 onwards, the spot on the shirts became increasingly popular with energy companies - but the finance and insurance sectors were also frequently represented on the shirts. Betting provider Bwin also found its way into German shirt sponsorship, but in 2006 the sponsored clubs had to play without a shirt sponsor due to a ban on advertising for the online betting company - the last time so far that clubs in the first Bundesliga played without a sponsor on their chest.
10s and 20s: New developments in shirt sponsorship
In recent years, you could see more and more websites and digital-first brands on the chest of clubs. For brands from these industries, jersey sponsorship is particularly attractive because it can make a usually rather abstract product more tangible for people.
But other spots for sponsors are also becoming available: while the space on the sleeve was initially reserved for parcel service Hermes at all clubs, since the 2017/2018 season it has been possible for clubs to market the sleeve themselves.
Nevertheless: the eye-catcher is still the special place on the chest. Whether on linear television, in highlight videos on YouTube or on TikTok and Twitch - sponsors on the jerseys of Bundesliga clubs are in the spotlight in almost every report and content.
What's next?
How jersey sponsorship in the Bundesliga will develop in the coming years remains an open question. The fact is, however, that it continues to be one of the most successful tools for companies in the area of brand marketing within sport. The effects are immediately noticeable and brands can already achieve high impact effects in the first year of their partnership.
Average brand development of at least four Bundesliga shirt sponsors after 12 months
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Relevant Set
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Awareness
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Sympathy
The exact developments of jersey sponsorship remain to be seen, but one thing is certain: as a company, it is difficult to get closer to the Germans' favourite sport.
Frequently Asked Questions
Everything You Need To Know
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
Sport sponsoring offers a range of benefits for brands, making it a valuable investment in marketing strategies:
Brand Visibility: Sponsoring provides extensive exposure through signage, uniforms, and broadcasts, increasing brand visibility to a wide and engaged audience.
Targeted Audience: Sports sponsorships enable brands to reach a specific and passionate target audience, aligning with the demographics and interests of sports fans.
Emotional Connection: Associating with sports entities helps create emotional connections with consumers, leveraging the positive sentiments associated with their favorite teams or athletes.
Global Reach: Sports sponsorships often have a global reach, allowing brands to connect with audiences on an international scale, contributing to global brand recognition.
Brand Image Enhancement: Sponsoring prestigious sports events or teams can enhance a brand's image, associating it with qualities such as excellence, teamwork, and success.
Consumer Engagement: Sponsorship activations, events, and promotions provide opportunities for direct consumer engagement, fostering brand loyalty and interaction.
Differentiation: Sponsoring allows brands to stand out from competitors by affiliating with unique and high-profile sports properties, differentiating themselves in the market.
Community Involvement: Sports sponsorship provides avenues for brands to support local communities and grassroots initiatives associated with the sponsored sports entities.
In essence, sport sponsoring contributes to enhanced visibility, brand loyalty, and positive brand associations, making it a potent tool for achieving diverse marketing goals.
Establishing a partnership with an athlete, club, or federation involves a strategic approach and effective negotiation. Here are steps for each:
Athlete Partnership
Research: Identify athletes whose values align with the brand. Consider their audience demographics and market relevance.
Contact and Proposal: Reach out to the athlete or their management with a well-crafted proposal outlining the partnership benefits, objectives, and terms.
Negotiation: Discuss terms such as sponsorship duration, financial arrangements, and activation plans. Ensure mutual understanding and agreement.
Club Partnership
Research and Alignment: Research clubs that resonate with the brand's values and target audience. Align objectives with the club's goals.
Engage with Key Stakeholders:Reach out to club executives or sponsorship managers to discuss potential collaborations.
Customised Proposal: Present a tailored proposal highlighting the benefits, including branding opportunities, fan engagement, and joint marketing initiatives.
Federation Partnership
Understand Objectives: Understand the federation's goals and priorities. Align brand objectives with the federation's mission.
Engage with Decision-Makers: Reach out to key decision-makers within the federation to discuss potential partnerships.
Collaborative Planning: Work together to create a mutually beneficial partnership plan, considering financial contributions, promotional activities, and long-term goals.
Building relationships, demonstrating the value of the partnership, and negotiating terms collaboratively are key elements in establishing successful partnerships in the sports industry.
To find sponsorship opportunities in the sports industry, individuals, teams, or organisations can explore various avenues:
Professional Agencies: Sports marketing agencies, like SPORTFIVE, specialise in connecting sponsors with sports properties, facilitating mutually beneficial partnerships.
Industry Events and Conferences: Attending sports industry events and conferences where networking opportunities can lead to potential sponsorship deals.
Local Businesses: Reach out to local businesses that may have an interest in supporting community sports teams or events.
Sports Federations: National and international sports federations often have guidelines and programs for sponsorship, providing opportunities for collaboration.
Networking: Engage in networking within the sports industry to build connections with potential sponsors, leveraging relationships to secure sponsorship deals.
By exploring these channels, individuals and entities in the sports industry can identify and secure sponsorship opportunities that align with their objectives and contribute to the growth and success of their sports endeavours.
Choosing the right sponsorship for your goals involves strategic consideration of your brand objectives and target audience. Follow these steps:
Define Objectives: Clearly outline your marketing and business objectives for the sponsorship, whether it's brand visibility, customer engagement, or community outreach.
Know Your Audience: Understand your target audience and align sponsorship opportunities with their demographics, interests, and behaviours.
Relevance: Choose sponsorships that align with your brand values and resonate with your audience, creating authentic connections.
Evaluate Opportunities: Assess potential sponsorships based on factors like reach, engagement potential, and the alignment of the sponsored entity with your brand image.
Budget Considerations: Evaluate the financial aspects, ensuring the sponsorship aligns with your budget while delivering significant value.
Negotiate Terms: Work with the sponsored entity to negotiate terms that meet your goals, ensuring a mutually beneficial partnership.
By aligning sponsorships with your brand objectives, audience demographics, and values, you can choose opportunities that effectively contribute to the success of your marketing and business goals.
