Today, it was leaked that BVB will unveil new Bundesliga kit sponsors for the this season, and the upcoming 5 years. The internet giants 1&1, who are the third largest internet company by market share in Germany, struck a deal with BVB, paralleling Bayern München’s ever-present Deutsche Telecom’s sponsorship deal. 1&1, whose logo is usually blue and white, changed their logo to black and yellow to fit with the aesthetics of BVB’s shirt scheme (as well as BVB’s attempts to not have the same colors as Schalke on their kit).
Könnte am Ende so aussehen, wenn 1&1 mit seiner Marke IONOS auf die BVB-Trikotbrust geht. Gar nicht mal so schlecht, wenn sie auf ihr Blau verzichten. https://t.co/UgtH64NiAd pic.twitter.com/ee4QTQbunx— Marvin Ronsdorf (@Marvin_Ronsdorf) February 19, 2020
Evonik, the second largest chemicals company in Germany, will continue to be the kit sponsors for DFB Pokal and European competition matches. Evonik also hold a 15% share in BVB (the largest minority holder in the club), and have had a relationship with BVB since 2006. The new shirt deal will apparently bring in an estimated 200 million Euros to BVB over the next 5 years between Evonik and 1&1, at an estimated 40 million per year (Ruhr Nachrichten). BVB’s new deals show shrewd work by Watzke and the greater BVB front office to increase the brand and increase revenue streams for greater success in years to come.
The new kit deal corresponds with the improvement of terms with French marketing agency Legardere, who have worked with BVB since 1999. The contract extension was agreed in 2017/2018, but will finally come into effect this summer. A quote from Thomas Treß, BVB’s financial director, from the 2017 Larardere press release states, “Lagardère Sports will continue to market the national and international advertising, media and hospitality rights of Borussia Dortmund, but from July 2020 at significantly improved conditions for Borussia Dortmund. Also, the marketer will no longer participate in revenues from centrally marketed media rights”. Legardere is a key component in BVB’s financial success off the pitch and makes deals like the 1&1 shirt sponsor possible.
Another deal in effect this summer is the Puma kit deal, who own a 5% stake in BVB. The sports apparel giant agreed a deal with BVB for 250 million Euros for 7 seasons. That corresponds to a 20 million Euro increase per season from the previous kit deal with Puma. A lot of financial power is combining this summer to give Watzke and Zorc the financial strength to compete with Bayern and in the UCL in the long term.
What are your thoughts on the new kit sponsor and how it looks on the kit?