Germany: the European pioneer of naming

Germany is undoubtedly the European pioneer in deals for naming rights. Bayer Leverkusen was the first European club to sell its stadium's naming rights, which has been called the Bayarena since 1997. The same year, English club Bolton Wanderers renamed its stadium The Reebok, after completing a deal with the sports brand.

The historical presence of German industrialists in the footballing economy is one of the factors behind the success of naming in Germany. The pharmaceutical and chemical company Bayer has had its headquarters in Leverkusen from the beginning, as with Volkswagen in Wolfsburg.

In Stuggart, the stadium now known as the Mercedes-Benz Arena, belonging to VFB Stuttgart, was once called the Gottlieb Daimler Stadion, named after the founder of the automobile company.

Naming is not confined to long-term contracts however. HSV Hamburg's stadium is currently with its third naming sponsor. Imtech, the industrial logistics company has owned the naming rights since 2010. They succeeded HSH Nordbank (2007-2010) who took over from internet service provider AOL (2001-2007).

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