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Business of the Bundesliga 2021-22 - Property Profile, Sponsorship and Media Landscape

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  • 71 Pages
  • September 2021
  • Region: Global
  • GlobalData
  • ID: 5471022
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The Business of the Bundesliga 2021-22 is the Publisher Sport's latest analysis of the commercial landscape of Germany's lead soccer competition. The report looks at various operating aspects of the Bundesliga and its stature compared to rival European soccer competitions. The report discusses the Bundesliga's 50+1 ownership rule, its recent private equity interest and how it is approaching the pandemic as crowds begin to return to stadiums. On the commercial front, the report addresses the Bundesliga's sponsorship portfolio, and the most recent media rights tender, beginning a new domestic rights cycle from 2021-2025. Club is sponsorship deals are also analyzed, with an in depth study provided into the Bundesliga's kit supplier, front of shirt and sleeve sponsorship markets.

As Germany's biggest soccer competition, the Bundesliga is one of the most popular league's in world soccer, with lucrative broadcast and sponsorship deals in its portfolio this season. The Business of the Bundesliga 2021/22 covers the latest commercial developments in the league, its clubs, sponsorship and media rights, while highlighting the operating structure of the league with regards to club ownership, its stature against competing leagues and response to COVID-19. The report also finds the Bundesliga lacks the same international portfolio regarding sponsorship and media rights, suggesting the league has a competition and quality challenge when compared to the more attractive La Liga and English Premier League.

An in depth breakdown of the front of shirt and kit supplier markets in the Bundesliga, with insights into sponsor location, sector and deal value. Geographical breakdowns of the Bundesliga's media portfolio are also provided, with information surrounding the latest Bundesliga media rights tender included. The report also includes insights into the latest commercial developments of each bundesliga club.


  • The report covers all facets of the Bundesliga's commercial operations, from understanding the league's 50+1 ownership model to its recent interest in private equity investment.
  • Media rights is also a subject of discussion in the report, providing comparisons with the Bundesliga's domestic rights value with other European soccer competitions, while also looking at the change in the Bundesliga's portfolio from its previous rights cycle, to its current one.

Reasons to Buy

  • Readers will gain a greater understanding of the commercial challenges facing the Bundesliga and its comparisons to rival European soccer competitions.
  • The latest data regarding the value of the Bundesliga's kit supplier, front of shirt, and sleeve sponsorship markets is also included, giving readers an understanding of the economic value of these markets.

Table of Contents

  • Overview
  • Impact of COVID-19
  • Media Landscape
  • Kit Suppliers
  • Shirt Sponsorship
  • Club Sponsorship
  • The Teams
  • Appendix

Companies Mentioned

A selection of companies mentioned in this report includes:

  • Bundesliga
  • Nike
  • adidas
  • Bayern Munich
  • Borussia Dortmund
  • DAZN
  • Sky Deutschland
  • Deutsche Telekom
  • Audi
  • Puma
  • RB Leipzig
  • Red Bull