GERMAN FOOTBALL giant Bayern Munich has extended its shirt sponsorship agreement with Deutsche Telekom for a further four years to run until the end of the 2016/17 season.
Deutsche Telekom, the largest telecommunications operator in Europe, has sponsored the Bundesliga side since 2002, contributing the largest commercial fee in German football.
The current deal, set to expire at the end of this season, is thought to be worth €25 million per year. According to German newspaper Bild, the extension will see the value of the deal increase to €30 million per season.
The renewal will see Bayern further extend its dominance of commercial income in the Bundesliga. The club’s closest competitor in terms of shirt sponsorship revenue is Vfl Wolfsburg, who reportedly collect €20 million per year as a result of its contract with German car manufacturer Volkswagen.
Behind Wolfsburg is Schalke 04, who are paid an annual sum of €16 million by new UEFA Champions League partner Gazprom, while current Bundesliga champions Borussia Dortmund attract €12 million per season from Evonik.
“FC Bayern is our top partner in Germany with immense national and international appeal,” said Henning Stiegenroth, Deutsche Telekom’s head of sports marketing. “The powerful effects of communications and sales promotion and the increasing business orientation of the partnership have demonstrably paid off for us.”
As well as the club shirt, Deutsche Telekom’s visible presence at Bayern Munich includes perimeter advertising at the Allianz Arena, team and club equipment, and a dedicated fan area on the official website.