Germany: clubs to market shirt sleeve space individually for the 2017-2021 cycle

Bundesliga and 2.Bundesliga clubs will each market the sponsorship space on the left sleeve of their shirts with a partner of their choice from the 2017-18 season, decided the General Assembly of the DFL, at a meeting in Berlin (GER) on 24/08/2016. The measure passed by the 36 German professional clubs extends to the end of the 2020-21 season.

This decision confirms the non-renewal of the collective partnership with the German logistics company Hermes at the end of the 2016-17 fiscal year. Hermes has appeared on the left sleeve of all Bundesliga and 2.Bundesliga clubs since 01/01/2013, after an agreement (estimated value at €8m per season) concluded with the German League on 15/10/2012.

In addition to the space on the left shirt sleeve, the DFL authorises only the main shirt sponsorship area, and does not authorise a back of the shirt sponsor, or an upper chest sponsor, or a shorts sponsor. The 18 Bundesliga clubs generated €672.7m in sponsorship revenues in 2014-15, or 25.6% of the total cumulative turnover (€2.62bn).