2019-20 Bundesliga: 14 of the 18 clubs have a stadium naming contract (average amount of €3m/year)

Of the 18 clubs competing in the 2019-20 Bundesliga season, 14 (77%) play in a stadium under a naming rights contract.

Borussia Mönchengladbach (Borussia Park), Hertha BSC (Olympiastadion), SC Freiburg (Schwarzwald-Stadion) and 1. FC Union Berlin (Stadion An der Alten Försterei) are the only four Bundesliga clubs that play in stadiums that are not under a naming rights contract.

For four other clubs, the naming contract is part of a broader agreement where the brand is either the owner of the club (Red Bull for RB Leipzig, Volkswagen for VfL Wolfsburg and Bayer AG for Bayer 04 Leverkusen) or a minority shareholder (Allianz and FC Bayern Munich).

For the other clubs, the average naming contract is estimated at €3m per season. The contract between FC Schalke 04 and Veltins (beer brand) for the Veltins Arena is the highest value annual contract at €6.5m. SC Paderborn 07, promoted to the Bundesliga for 2019-20, receives €500,000 per year from the German holding company Benteler (automotive technology, steel and distribution) for the naming rights to the Benteler Arena. Excluding these…