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The Business of the Bundesliga 2025-26

Publisher GlobalData
Published Dec 11, 2025
Length 87 Pages
SKU # GBDT20698361

Description

The Business of the Bundesliga 2025-26

Summary

The Business of the Bundesliga 2025-26 report is part of the GlobalData's 'Business of' series of sport competition profiles. The report takes a deep dive into the highest division of German soccer, a league regarded as the best in the world. The report explores the biggest rights across the league, specifically looking at the main media and sponsorship rights attached, as well the biggest sponsorship rights and annual values of the 18 competing teams. The report also looks at market viewership, attendance figures and social media popularity.

For the 2025/26 to 2028/29 cycle, the DFL has agreed a new domestic media rights deal worth €4.484 billion ($5.22 billion) in total.
  • Sky and DAZN remain the core domestic partners. Sky holds the rights to broadcast the majority of Bundesliga matches, while DAZN shows the Saturday “Konferenz” and all Sunday fixtures.
  • In the 2025-26 UK/Ireland rights deal, the mix of pay-TV, PPV, and free-to-air remains: Sky retains the “Topspiel”-the primetime Saturday slot at 18:30 local time reserved for the most high-profile match-while Prime Video and BBC share Sunday and Friday fixtures.
  • International reach grows via owned/creator channels: Bundesliga YouTube streams Friday games; The Overlap and That’s Football host live watch alongs.
Across 2025/26 the league is expected to generate an estimated $88.5 million from sponsorship deals.
  • For 2025/26, the Bundesliga has ten partnerships, including four worth over $10 million annually.
  • Technology, media and telecom brands dominate 2025/26 sponsorship spend, holding two of the league’s top three deals.
  • US brands lead in both total spend and deal volume, driven by four agreements worth a combined $8.6 million-a 13% year-on-year increase.
Currently, there are 1,001 active sponsorship agreements between the league's 18 teams and their partners.
  • The total annual value of these sponsorship deals amounts to $1.06 billion for Bundesliga teams.
  • Bayern Munich is projected to secure the highest sponsorship revenue in the 2025/26 season, with an estimated $301.46 million annually.
  • The business & consumer services sector stands out as the most significant contributor in terms of volume, boasting 105 deals across Bundesliga teams.
Key Highlights
  • Overview of the media rights landscape. Cost per game breakdown. Bundesliga payments breakdown. YouTube highlights viewership. Global media and sponsor partners explored. Breakdown of the sponsorship deals including annual values. Individual team profiles. Attendances . Club revenue and wages comparison. Social media followers.
Scope
  • The main aims of this report is to highlight the commercial landscape across the Bundesliga. The report aims to break down the key commercial revenue streams for the league and its competing teams.
  • It also offers a comprehensive overview of how the main commercial revenue streams for the league, highlighting its growth over a number of years, and provides in-depth analysis of the team commercial landscape.
Reasons to Buy
  • The Bundesliga is one of the biggest and most popular soccer league in the world and in 2025 features many of the best players and teams in global sport. The commercial value of the league continues to generate more revenue than any other major soccer league in the world.

Table of Contents

87 Pages
1. Overview
2. Media landscape
3. League sponsorship landscape
4. Kit supplier landscape
5. front-of-shirt landscape
6. Sleeve landscape
7. Team sponsorship overview
8. Team profiles
9. Team Profiles
10.Additional Revenue
11. Social media
11. Appendix

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