Sponsorship: major changes among the 18 Bundesliga clubs for the 2022-23 season

The 2022-23 Bundesliga season begins this Friday, 05/08/2022, with 77 new sponsorship deals among the 18 participating clubs (as of 02/08/2022), compared to 172 for the entire 2021-22 season. In total, shirt sponsors and equipment suppliers are paying €330m to the Bundesliga clubs in 2022-23 (42 known amounts from 55 contracts).

With six clubs under contract, Nike remains the most represented equipment supplier in the German league, despite the non-renewal of its contract with VfL Bochum, who have switched to Mizuno (JPN) for 2022-23. Four other equipment supplier changes and two extensions were announced during the off-season (one of which starts begins in 2023-24, see below).

The total value of the Bundesliga clubs' equipment supplier contracts is €137.2m (out of 15 known amounts), or an average of €9.1m. The most lucrative contract remains that of FC Bayern Munich and adidas, valued at €61.6m per year, which represents nearly 45% of the total amount paid by equipment suppliers to Bundesliga clubs in 2022-23.

Online car sales platforms are the most visible partners in terms of…