This 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 2022-23 season.
Also Read – LaLiga Sponsors 2022-23
Amazon Web Services
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. Bundesliga and the 2. Bundesliga.
AWS’ machine learning platforms analyse live data streams and historical data from the Bundesliga games to deliver insights such as goal predictions among others.
Danish sports ball specialist Derbystar supplies the Official Match Ball for both the 1. Bundesliga and the 2. Bundesliga since 2018.
In March 2021, Derbystar extended its partnership with Bundesliga to run until the end of the 2025-26 season. Prior to partnering with the Bundesliga, Derbystar also had numerous partnerships with various German football clubs.
US-based confectionery giant Mondelēz International signed a multi-year partnership with Bundesliga in September 2020. The partnership grants Mondelēz International’s brand Milka access to Bundelsliga and its clubs, including player images and trophies for promotional purposes.
The German division of the British broadcasting and telecommunications firm is the German league’s national TV partner. Both parties signed a multi-year partnership in 2021, and the four-year deal 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.
Video game developer Electronic Arts (EA) and Bundesliga signed a multi-year agreement back in 1998. The partnership saw EA feature Bundesliga clubs in its football simulation video game series FIFA. Since then, EA and Bundesliga have both continued their partnership, and aside from gaining image rights, EA also has naming, kits and logos usage rights.
In 2018, both parties further extended their partnership as part of a four-year deal which sees EA also cover esports for competitions like the Virtual Bundesliga.
In August 2021, 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.