StaffHere are the sponsors for the German Bundesliga.
MAIN NAME – FUßBALL-BUNDESLIGA / 1. BUNDESLIGA
FOUNDED – 1963
Amazon Web Services (AWS) – In January last year, Bundesliga announced Amazon Web Services as its official technology provider. AWS works with the Bundesliga to use ground-breaking machine learning and analytics to provide an unmatched matchday experience, with real-time statistics, technologically advanced fan engagement and innovative business solutions. AWS also enjoys a strong branding presence across Bundesliga’s physical and digital assets.
Derbystar – The Goch-based sporting goods manufacturer has been Bundesliga’s official match ball supplier since 2018, when it replaced fellow German rival brand Adidas.
Derbystar’s current contract with Bundesliga runs until the end of the 2021-22 season.
Derbystar previously served as the official match ball supplier to the German top flight during the 1979-80 season.
Sky – The German arm of the British broadcasting and telecom company is the major broadcaster for Bundesliga matches. Sky also holds the rights to broadcast Bundesliga’s highlights package, along with pre/post-match shows and interviews.
Along with sports subscription service DAZN, Sky has already negotiated a new mammoth deal for broadcasting rights for the top two German tiers – 1. BUNDESLIGA and 2. BUNDESLIGA. This deal kicks off with the 2021-22 season and will run until 2024-25, clocking in at a reported €4.4 billion in total.
EA Sports – EA Sports’ association with Bundesliga dates back to 1998, when the gaming company first acquired the rights to feature licensed German top flight teams in its annually-released video game series, FIFA.
In recent years, however, EA has started going all in with licensing, with extensive deals with the league granting not only image rights to feature real names, kits and logos for a league’s teams and players, but also real-life likeness to player faces and stadia on a level yet unheard of, allowing EA to provide the complete Bundesliga package in a FIFA game. EA also supports the e-sports side of the Bundesliga – called the Virtual Bundesliga (VBL) – and enjoys a strong branding presence across the league’s physical and digital assets.
The two parties last announced a multi-year renewal of their partnership last year in September.
Topps – The New York-based chewing gum, candy, and collectibles manufacturer also serves as an Official Partner to Bundesliga.
Topps’ deal with the Deutsche Fußball Liga (DFL) – the body that organises Bundesligen 1 and 2 – grants the company licensing and distribution rights to produce trading cards and stickers focusing on the players from the top two German leagues. Topps also enjoys a strong branding presence across the leagues’ physical and digital assets.
Topps’ current contract with the DFL runs until the end of the 2022-23 season.
Milka – The DFL announced a partnership with Mondel?z-owned chocolate brand Milka last September.
As per the partnership, Milka works with the DFL over several fan engagement activities, and receives image rights for the players from the top two German tiers, as well as access to former legends via the “Bundesliga Legends Network” to feature in its promotional content.
Milka also holds branding rights across Bundesliga’s physical and digital assets.
Written By
Anshuman Joshi
