Germany: "We aren't going to sell any shares in the Bundesliga" (O. Leki, interim co-CEO of the DFL)

"We are not going to sell any shares in the Bundesliga, but we are moving to a model that would mean a minority share (of a strategic partner) in marketing revenues for a limited period," said Oliver Leki interim co-CEO of the DFL, on 04/05/2023.

"The executive committee of DFL e.V. (association on which the German League is based) and the supervisory board of DFL Deutsche Fußball Liga GmbH (commercial structure) unanimously agreed that the process regarding a strategic partnership at league level be continued and that the key points of a partnership be submitted to the 36 professional clubs for a decision to be made at an extraordinary DFL members assembly on 24/05/2023," announced the German Football League on 25/04/2023.

This strategic partnership "is not an entirely new idea in football either. In the past 20 years, almost all clubs have had marketers, even for a limited period of time. For a while, these marketing companies were able to deliver extreme added value in the sponsorship and marketing sector. The clubs improved, became more professional - and at some point largely…