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Business of Bundesliga 2022-23 - Property Profile, Sponsorship and Media Landscape

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  • 64 Pages
  • October 2022
  • Region: Global
  • GlobalData
  • ID: 5714569
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The Business of the Bundesliga 2022/23 is the publisher's latest analysis of the commercial landscape of Germany's lead soccer competition. The report looks at commercial aspects of the Bundesliga compared to rival European soccer competitions. The report discusses how the Bundesliga has responded to the COVID-19 pandemic and how this has impacted attendance while also looking sat the commercial footprint across sponsorship and media rights, for the leagues and associated clubs. 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 2022/23 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. 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. The complete sponsorship portfolio for the league and member clubs is also extensively analyzed.

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
  • Media Landscape
  • Kit Supplier Deals
  • Shirt Sponsorship
  • Team Sponsorship Landscape
  • The Teams

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