Bundesliga: an average of €10m annually for main shirt sponsorship in 2018-19

The 18 Bundesliga clubs have a main shirt sponsor for the 2018-19 season, as of 06/03/2019. The average value of a sponsorship contract is €10m, down 4.7% compared to 2017-18 (€10.5m). Excluding the extreme values (FC Bayern Munich and 1. FC Nuremberg), the average falls by 11% to €8.9m.

Bundesliga clubs accumulate €179.9m in revenue through shirt sponsorship. This is €8.8m less (-4.6%) than in 2017-18 (€188.7m).

This decrease can be explained by the relegation of Hamburger Sport-Verein and 1. FC Köln to the 2.Bundesliga, who recieved €7.5m from Emirates (airline) and €7m from Rewe (supermarkets) respectively in 2017-18, for a cumulative total of €14.5m.

Promoted for the 2018-19 season, Hanover 96 and 1. Fußball Club Nürnberg receive €2.5m (Heinz von Heiden for Hannover 96) and €1.5m (Nürnberger Versicherung for 1. FC Nürnberg) respectively, for a total €4m (€10.5m less than in 2017-18).

Bayern Munich FC is the club that receives the most from its main shirt sponsorship contract in 2018-19, earning €35m from the German telephone operator Deutsche Telekom. Bayern is also the…