Bundesliga Partner & Sponsor Deals 2024-25
Does the Bundesliga have a sponsor? Who is the sponsor of the Bundesliga? How does Bundesliga make money? We eradicate all your confusion. Here is everything you need to know about German Bundesliga partners and sponsors. We list out all Bundesliga sponsorship deals and revenue amounts and also explain how the German top-flight makes money.
Bundesliga Partners and Sponsors
Currently, Germany’s top-division football league has at least 6 official partners. DerbyStar is the official match ball supplier while Amazon Web Services provides technology solutions. Topps generates official stickers. EA Sports and Sorare are the official license holders while Chocolate Confectionery brand Milka also owns a partnership.
| Partners | Sponsor Type | Company Type | Headquarters |
| Amazon Web Services (AWS) | Technology Provider | Web Services, Cloud Computing | Seattle, Washington, USA |
| DerbyStar | Official Match Ball Supplier | Football Balls | Goch, Germany |
| Milka | Partner | Chocolate Confectionery | Lörrach, Germany |
| Topps | Official Stickers | Collectibles, Confectionery | New York, USA |
| EA Sports | Global Licensee | Gaming | California, USA |
| Sorare | Global Licensee (Fantasy Platform) | Fantasy Sports Gaming | Paris, France |
| Sky Deutschland | National TV Rightsholder | TV Network | Unterföhring, Germany |
Bundesliga Sponsorship Deals
On average, the Bundesliga makes around €8 Million per season from its official partners. The Sorare deal brings around €9m per campaign. Each of the deals with EA Sports and Topps also helps the league earn over €8m annually. Some deals’ amounts were kept undisclosed. DerbyStar gained the ball supplier rights starting from 2021-22 and will enjoy the privilege until 2025-26.
| Sponsor | Remuneration | Contract Period |
| EA Sports | Around €8 Million Per Season | Until June 2027 |
| AWS | Amount Undisclosed | Multi-Year Extension Starting 2024-25 |
| DerbyStar | Amount Undisclosed | Until June 2026 (Starting July 2021) |
| Topps | Around €8 Million Per Season | Until June 2029 |
| Milka | Amount Undisclosed | Multi-Year Extension Starting 2024-25 |
| Sorare | Around €9 Million Per Season | Until June 2025 |
| Sky Deutschland & DAZN (National TV Deal) | €1.1 Billion Per Season | The Current Deal Expires in June 2025 |
Bundesliga enjoys a yearly contract of €1.1 Billion thanks to its national TV deal with Sky Deutschland & DAZN. The deal was worth €4.4 Billion over 4 years. The mega TV deal started in July 2021 and runs until June 2025. The new cycle will emerge from the 2025-26 campaign.
Bundesliga Sponsorship Revenue
As per the latest 2023-24 completed season, the German Bundesliga’s estimated revenue from its commercial partners would be around €57 Million (US$62.5m). Commercial partnerships include deals with the likes of AWS, Derbystar, EA Sports, Topps, Milka, Sorare, etc. On the other hand, Bundesliga clubs have agreed on various sponsorship deals with an annual value of approximately €817 Million (US$897m). By the way, the latest alluded sum and deals belong to the clubs and have no connection with the league’s central interest.
