Rahul SahaThis article contains information regarding the organisations enjoying a strong branding presence across the German Bundesliga’s physical and digital assets as its sponsors and partners for the 2023–24 season.
Amazon Web Services
The Bundesliga and Amazon Web Services (AWS) inked a multi-year deal in January 2020. The deal sees AWS serve as the Official Technology Provider to the 1. and 2. Bundesligen. AWS’ machine learning platforms analyse live data streams and historical data from the Bundesliga games to deliver insights such as goal predictions.
Derbystar
Danish sports ball specialist Derbystar became the Official Match Ball supplier for both the 1. and 2. Bundesligen in 2018, after Adidas’ deal ended in 2017.
In March 2021, Derbystar extended its partnership with the German Bundesliga to run until the end of the 2025–26 season. This renewed agreement is reportedly worth close to US$4 million annually.
Milka
Confectionery giant Mondel?z International signed a multi-year partnership with the German Bundesliga in September 2020. The partnership granted Mondel?z’ brand Milka access to the league and its clubs, including player images and trophies for promotional purposes.
Although the exact financial details and terms of the deal were not revealed, some media reports and analysts suggest the deal to be worth around US$8.9 million per annum.
Sky Deutschland
The German division of the British broadcasting and telecommunications firm is the German league’s national TV partner. Both parties signed a four-year deal in 2021, which sees Sky Deutschland broadcast both 1. Bundesliga and 2. Bundesliga games.
The agreement also grants Sky Deutschland broadcasting rights for exclusive highlights, pre- and post-match shows as well as interviews.
EA Sports
Video game developer Electronic Arts (EA) and the German Bundesliga first signed a multi-year agreement back in 1998. The partnership saw EA Sports feature Bundesliga clubs in its football simulation video game series, FIFA.
Since then, EA Sports and the German Bundesliga have both continued their partnership. Aside from image rights, EA Sports also holds naming, kits and logos usage rights.
In 2018, the two parties further extended their partnership, which saw EA Sports also cover esports for competitions like the Virtual Bundesliga. Although details about the length and finances involved in this deal are not public, the unofficial figures estimated are close to US$20 million per annum.
Topps
In August 2021, the German Bundesliga announced a multi-year deal with collectibles company Topps. The partnership has seen Topps launch an exclusive collection of Bundesliga-themed NFT trading cards. The collection, which is released every season, includes the league’s top players, up-and-coming stars, and highlights from the previous seasons.
In May 2022, the German Bundesliga granted licences to three organisations, including a contract extension for Topps, which was reportedly worth more than US$179 million over the course of the deals. While the other two deals were signed on a two-year basis only, Topps’ contract with the German league was extended until the end of the 2028–29 season.
Sorare
Sorare, a crypto-based fantasy sports platform, signed a partnership deal with the German Bundesliga in May 2022.
As per the terms of the deal, which officially kicks off with the start of the 2023–24 season, Sorare will have the exclusive rights to utilise NFTs centred on Bundesliga players in its blockchain fantasy game, with the reported two-year deal lasting until the end of the 2024–25 season.
