German Bundesliga 2020/21 commercial guide

Following the return of the German Bundesliga, Premier Sports Network present a commercial guide to all the major TV deals and an overview of every club and their sponsors ahead of the 2020/21 season.


Major media rights holders


Domestic

Estimated total value (2017-2021): 4.64 billion (US$5.43 billion)

Germany, Austria and Switzerland: Sky Deutschland, DAZN


Major overseas

Australia: BeIN sports, Kayo sports

Balkans: Nent, Eurosport 2

Canada: Sportsnet NOW+

China: PPTV, Migu TV, SiTV

France: BeIN sports

Greece: BeIN sports

India: Fancode

Indonesia: NET, Mola TV

Italy: Sky Sports

Japan: Sky PerfecTV

Mexico (Central America): Fox Sports, TV Azteca

Netherlands: Fox Sports

New Zealand: BeIN Sports

Russia: Match TV

Singapore: Starhub

South America: Claro Sports

Spain: Moviestar +

Sub-Saharan Africa: SABC, Canal+ Afrique, AZAM TV

Thailand: PPTV

Turkey: Saran (S Sport), TRT

USA: ESPN



Club commercial guide


Arminia Bielefeld

Last season: Promoted from Bundesliga 2.

Owner: Hans-Jurgen Laufer

Chief executive: Markus Rejek

Stadium: Bielefelder Alm (27,300)

Kit supplier: Macron, 1 million (US$1.17 million) per season, signed 2020, expires 2024

Main sponsor: Schuco, (value unknown)

Sleeve Sponsor: N/A

Training kit partner: N/A

Other Partners: JAB ANSTOETZ Group, Home deluxe, Krombacher, Melitta, Merkur, SO Tech, Stadtwerke Bielefeld


FC Augsburg

Last season: 15th

Chairman: Klaus Hofmann

Stadium: Augsburg Arena/ WWK Arena (30,660)

Kit supplier: Nike, (value unknown) signed 2018, expires 2021

Main sponsor: WWK Versicherungen, (value unknown), signed 2019, expires 2030

Sleeve Sponsor: Bernd Siegmund, (value unknown) signed 2018, expires 2021

Training kit partner: 11teamsports, (value unknown)

Other Partners: LEW, Grunbeck, SegMuller, Audi, Lotto, Sortimo, SWA, Vr- Bank


Bayer Leverkusen

Last season: 5th

Owner: Bayer AG

Chief executive: Fernando Carro De Prada

Stadium: BayArena (30,210)

Kit supplier: Jako, 3.5 million (US$4.1 million), signed 2018, expires 2022

Main sponsor: Barmenia, 6 million (US$7 million) per season, signed 2020, expires 2024

Sleeve Sponsor: Kieser Training (value unknown), signed 2018, expires 2021

Training kit partner: included in the Jako deal.

Other Partners: Tipwin, Kuhmo Tyre, Kb88.com


FC Bayern München

Last season: 1st

Owner: FC Bayern München AG, Adidas, Audi, Allianz SE

Chief executive: Karl-Heinz Rummenigge

Stadium: Allianz Arena (75,024)

Kit supplier: Adidas, €62.6 million, (US$73.3 billion) per season, signed 2015, expires 2030

Main sponsor: Deutsche Telekom, €30 million, (US$35.1 million) per season, signed 2017, expires 2023

Sleeve Sponsor: Qatar Airways, €10.5million, (US$12.3 million) per season, signed 2018, expires 2023

Training kit partner: Included in Adidas deal.

Other Partners: Audi, Allianz, HYLO, Hypovereinsbank, KONAMI, PAULANER, SAP, Siemens, Tipico

Borussia Dortmund

Last season: 2nd

Owner: Borussia Dortmund GmbH & co and KGaA

Chief executive: Hans- Joachim watzke

Stadium: Signal Iduna Park (81,365)

Kit supplier: Puma, €30.9 million, (US$36.2 million) per season, signed 2020, expires 2028

Main sponsor: 1&1, 12-14 million (US$14-16 million) per season which is Bundesliga ranking dependant, signed 2020, expires 2025

Sleeve Sponsor: Opel (value unknown), signed 2017, expires 2022

Training kit partner: N/A

Other Partners: Signal Iduna, bwin sportwetten, ROWE, EA Sports, Eset, Comdirect, Wilo, Brinkhoff’s, Hankook


Borussia Mönchengladbach

Last season: 4th

Owner: Rolf Konigs

Chief executive: Stephan Schippers

Stadium: Borussia-Park (54,022)

Kit supplier: Puma, reported 100 million (US$117 per season) over ten years, signed 2018

Main sponsor: Flatex, approximately 10 million (US$11.7 per season), signed 2020, expires 2023

Sleeve Sponsor: Sonepar, between 2 million (US$2.3 million) per season, through season 2020/21

Training kit partner: N/A

Other Partners: AOK, Audi, Bitburger, ELTEN, reuter.de, Santander, Sonepar, UNIBET


Eintracht Frankfurt

Last season: 9th

Owner: Peter Fischer

Chief executive: Fredi Bobic

Stadium: Deutsche Bank Park (51,500)

Kit supplier: Nike, (value unknown), signed 2020, expires 2024

Main sponsor: Indeed, €9.9 million (US$11.59 million) per season, signed 2020, expires 2023

Sleeve Sponsor: DPD, €2.5 million (US$2.93 million) per season, signed 2020, expires 2023

Training kit partner: N/A

Other Partners: Deutsche Borse Group, Deutsche familienvernsicherung, DWS, Fraport, KasperSky, Krombacher, Lotto, Mainova, Sunexpress, Tipwin, RMV,


SC Freiburg

Last season: 8th

President: Fritz Keller

Sporting CEO: Jochen Saier

Stadium: Schwarzwald-Stadion (24,000)

Kit supplier: Hummel, €700,000 (US$819,500) per season, signed 2016 season, expires 2021

Main sponsor: Schwarzwaldmilch, (value unknown), signed 2019, expiry unknown

Sleeve Sponsor: Badenova, (value unknown), signed 2017, expiry unknown

Training kit partner: N/A

Other Partners: Rothaus, Europa Park, Hummel, BGVA, Lotto, Hilzinger, Weberhaus


Hertha Berlin

Last season: 10th

Owner: Michael Preetz

Chief executive: Carsten Schmidt

Stadium: Olympiastadion Berlin (74,400)

Kit supplier: Nike, €3 million (US$3.51 million) per season, signed 2013, expires 2025

Main sponsor: N/A, deal with TEDI terminated before 2020/21 season

Sleeve Sponsor: Hyundai, (value unknown), signed 2018, expires 2021

Training kit partner: N/A

Other Partners: Betway, Coca-Cola, Orafol, RYOBI, AOK, (94,3RS2)


FC Koln

Last season: 14th

Owner: Dr. Werner Wolf

Chief executive: Alexander Wehrle

Stadium: RheinEnergieSTADION (50,000)

Kit supplier: Uhlsport, €3.5 million (US$4.10 million) per season, signed 2018, expires 2022.

Main sponsor: REWE Group, €6.5 million (US$7.6 million) per season, signed 2017, expires 2022 after a one-year extension

Sleeve Sponsor: DEVK, €2 million (US$2.34 million) per season, signed 2017, expires 2021

Training kit partner: Uhlsport

Other Partners: REWE, RheinEnergie, Uhlsport, DEVK, bwin sportwetten, Ford, UPS, Gaffel Kolsch


Mainz 05

Last season: 13th

President: Stefan Hofmann

Stadium: Opel Arena (34,034)

Kit supplier: Kappa, €1 million (US$1.17 million) per season, signed 2020, expires 2026

Main sponsor: Profine KOMMERLING, (value unknown), signed 2019, expires 2023

Sleeve Sponsor: FB88.com, one-year deal through 2020/21

Training kit partner: N/A

Other Partners: Opel, Fb88.com, Bitburger, Entega, Lotto, MEWA, Kappa


RB Leipzig

Last season: 3rd

Owner: Red Bull GmbH

Chief executive: Oliver Mintzlaff

Stadium: Red Bull Arena (42,558)

Kit supplier: Nike, signed 2014, expiry unreported as well as the value of the deal.

Main sponsor: Red Bull, expiry and value unknown

Sleeve Sponsor: CG Gruppe, signed 2019, expires 2022, value unreported.

Training kit partner: N/A

Other Partners: CG elementum, Unibet, Volkwsagen


Schalke 04

Last season: 12th

Executive board: Alexander Jobst, Jochen Schneider

Stadium: Veltins- Arena (62,271)

Kit supplier: Umbro, €6 million (US$7 million) per season, signed 2018, expires 2023

Main sponsor: Gazprom, reportedly €25 million (US$29 million) per season, signed 2016, expires 2022

Sleeve Sponsor: Harfid, €5.5 million (US$6.4 million) per season, signed 2020, expires 2025

Training kit partner: Involved in the Umbro deal.

Other Partners: VELTINS, Bet-at-home, Boklunder, Coca-Cola, Stolting, RUV.de


VfB Stuttgart

Last season: Promoted from Bundesliga 2.

Owner: Claus Vogt

Chief executive: Thomas Hitzlsperger

Stadium: Mercedes-Benz arena (60,449)

Kit supplier: Jako, (value unknown), signed 2019, expires 2023

Main sponsor: Mercedes- Benz Bank, (value unknown), signed 2019, expires 2023

Sleeve Sponsor: N/A

Training kit partner: Included in Jako deal.

Other Partners: Allianz, Coca-Cola, ENBW, GAZI, Tiptorro, Fischer, Ensinger


TSG Hoffenheim

Last season: 6th

Owner: Dietmar Hopp

Chief executive: Frank briel and Peter Gorlich

Stadium: Rhein-Neckar-Arena (30,150)

Kit supplier: Joma (value unknown), signed 2019, expires 2023

Main sponsor: SAP, €4.5 million (US$5.27 million) per season, signed 2020, expires 2025

Sleeve Sponsor: SNP, (value unknown), signed 2019, expires, 2022

Training kit partner: Included in Joma deal

Other Partners: Audi, AOK, Bitburger, Inter wetten, Saskia, Union investment


Union Berlin

Last season: 11th

Owner: Dirk Zingler

Chief executive: Oskar Kosche

Stadium: Stadion An der Alten Forsterei (21,717)

Kit supplier: Adidas, reportedly €700,000 (US$819,000) per season, signed 2020, expires 2025

Main sponsor: AroundTown, (value unknown), signed 2019, expires 2021, with an option to extend for one-year

Sleeve Sponsor: One Versicherung AG, (value unknown), signed in 2019, expires in 2021

Training kit partner: Included in Adidas deal

Other Partners: Wefox, Mbsdirekt, Berliner, Kfzteile24, Total, bwin sportwetten


Werder Bremen

Last season: 16th

Owner: Marco Bode

Chief executive: Klaus Filbray

Stadium: Weser Stadium (42,100)

Kit supplier: Umbro, €3.5 million (US$4.10 million) per season, signed 2018, expires 2023

Main sponsor: Wiesenhof, (value unknown), signed 2019, expires 2022

Sleeve Sponsor: Tou Tou, 1.5 million (US$1.76 million) per season, signed 2019, expires 2022

Training kit partner: N/A

Other Partners: Wohninvest, EWE, Betway sportwetten, HAAKE-BECK


Wolfsburg

Last season: 7th

Owner: Volkswagen AG

Chief executives: Michael Meeske, Jorg Schmadtke, Thomas Hitzlsperger, Armin Veh

Stadium: Volkswagen Arena (30,000)

Kit supplier: Nike, €8 million (US$9.37 million) per season, signed 2017, expires 2027

Main sponsor: Volkswagen AG, value and length of deal unknown

Sleeve Sponsor: linelong tire, signed 2019/20, expires 2022/23, Value unreported.

Training kit partner: N/A

Other Partners: Interwetten, Veltins, Borbet, Coca-Cola, Volksbank braWo, MAN



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