Overview of the 2022/2023 Bundesliga sponsors￼
Who wears what in the German Bundesliga? Which apparel brands are dominating on the Bundesliga pitches? Are most shirt and sleeve sponsors gambling companies?
Below we answer those questions and more by giving you an overview of the sponsors – kit, shirt and sleeve sponsors – of the 2022/2023 Bundesliga clubs. We also take a look at the league’s official partners.
Kit sponsors: 18 clubs, 10 brands
The 18 Bundesliga teams are sponsored by 10 different clothing brands. We will see Adidas, Hummel, Jako, Joma, Kappa, Macron, Nike, Puma, Uhlsport and Umbro on the Bundesliga pitches this year. That is the same amount as during the 2020/2021 season and two more than last season. There is quite a lot of diversity. Compare it for instance to the 2022/2023 Premier League where there are only seven brands sponsoring 20 teams.
Nike is once again the main kit supplier with six teams. Augsburg, Eintracht Frankfurt, Freiburg, Hertha Berlin, Red Bull Leipzig and VfL Wolfsburg all wear the American brand. Just as they did last season.
Adidas follows suit by sponsoring three teams. They sponsor ten-time defending champion Bayern Munich and have done so since 1974. Union Berlin is also in their Bundesliga portfolio, just as promoted side Schalke.
The only other brand sponsoring multiple teams is Puma, who sponsor Borussia Dortmund and Borussia Mönchengladbach.
Nike sponsors as many teams as the German brands combined
Adidas and Puma are German brands and together with German manufacturer Jako, they sponsor the same amount of teams (six) as American brand Nike. During the 2019/2020 season five different German brands sponsored Bundesliga teams.
Castore, Hummel, Jako, Joma, Mizuno, Kappa and Umbro complete the list by each sponsoring one team this season.
For Castore, Hummel and Mizuno these are new partnerships as they supply three of the four teams that switched brands for the 2022/2023 season. Köln switched from Uhlsport to Hummel, Leverkusen switched from Jako to Castore, Schalke from Umbro to Adidas and Bochum from Nike to Japanese brand Mizuno.
2022/2023 Bundesliga Kit Sponsors
|Team||Kit Sponsor||Buy it from Amazon (Affiliate Link)|
|1. FC Köln||Hummel|
|1. FC Union Berlin||Adidas||Away|
|1. FCV Mainz 05||Kappa|
|Bayer 04 Leverkusen||Castore|
|Borussia Dortmund||Puma||Home | Away|
|Borussia M’gladbach||Puma||Home | Away|
|FC Bayern München||Adidas||Home|
|FC Schalke 04||Adidas|
|SV Werder Bremen||Umbro||Home|
|TSG Hoffenheim||Joma||Home | Away | Third|
|VfB Stuttgart||Jako||Home | Away|
|VfL Bochum 1848||Mizuno|
2022/2023 Bundesliga Shirt Sponsors
The Bundesliga allows only one front-of-shirt sponsor. Three teams changed shirt sponsor for the 2022/2023 season. Firstly, Union Berlin changed from Aroundtown to insurance company Wefox. In addition, Freiburg switched from Schwarzwaldmilch to Cazoo. While Schalke severed ties with Russian company Gazprom and partnered up with MeinAuto.de.
Werder Bremen did not change sponsors, but will play with GreenLegend on all their jerseys instead of Wiesenhof. Alternative proteine brand GreenLegend and Wiesenhof both are part of Bremen’s sponsor the PHW Gruppe.
The shirt sponsors can be categorised into 12 different industries. Far more than in the six in the Premier League. Two industries have each three companies active as shirt sponsor: e-commerce and insurance. For e-commerce these are three online car retailers, underlying the fierce competition in this market.
Two more industries have two companies each: the financial services and telecommunications industries. For the latter Deutsche Telekom sponsors Bayern Munich, while 1&1 sponsors Dortmund. Their shirt sponsors, Adidas and Puma, are also Germany’s main (sporting goods) rivals.
In contrast to the Premier League where eight teams have a gambling shirt sponsor in 2022/2023, no Bundesliga team has a main sponsor that could be categorised as a gambling company.
The companies are mostly German. 15 out of 18 (83%) of the shirt sponsors have their headquarters in Germany. There are two other European sponsors and one American sponsor.
2022/2023 Bundesliga Shirt Sponsors
|1. FC Köln||REWE||Retail||Germany|
|1. FC Union Berlin||Wefox||Insurance||Germany|
|1. FCV Mainz 05||Kömmerling||PVC profile manufacturer||Germany|
|Bayer 04 Leverkusen||Barmenia||Insurance||Germany|
|Borussia M’gladbach||Flatex||Financial services – online trading||Germany|
|Eintracht Frankfurt||Indeed||Online job search engine||USA|
|FC Augsburg||WWK Versicherungen||Insurance||Germany|
|FC Bayern München||Deutsche Telekom||Telecommunications||Germany|
|FC Schalke 04||MeinAuto.de||E-commerce – car retailer||Germany|
|Hertha Berlin||AutoHero||E-commerce – car retailer||Germany|
|RB Leipzig||Red Bull||Conglomerate – beverage & media||Austria|
|SC Freiburg||Cazoo||E-commerce – car retailer||UK|
|SV Werder Bremen||GreenLegend||Food||Germany|
|TSG Hoffenheim||SAP||Enterprise software||Germany|
|VfB Stuttgart||Mecedes-Benz Bank||Financial services||Germany|
|VfL Bochum 1848||Vonovia||Real estate||Germany|
2022/2023 Bundesliga Sleeve Sponsors
Since the 2017/2018 season Bundesliga clubs are allowed to broker their own sleeve sponsorships. Before that the league’s governing body had a league-wide sleeve sponsorship deal with Hermes Group.
All teams have confirmed a sleeve sponsor for the 2022/2023 season, including six teams with new partnerships. One of them is BVB, who switched from Opel to logistics company GLS.
Moreover, Union Berlin will play all their matches with Comedy Central as sleeve sponsor. Last season this was only the case for Cup and European matches.
The 2022/2023 sleeve sponsors can be categorised into 14 different industries. So similar to the shirt sponsors, there is a lot of diversity. The automotive, logistics and real estate industries each sponsor two teams, the rest only one.
2022/2023 Bundesliga Sleeve Sponsors
|1. FC Köln||Devk||Insurance|
|1. FC Union Berlin||Comedy Central||Broadcaster|
|1. FCV Mainz 05||FB88.com||Gambling|
|Bayer 04 Leverkusen||Trive||Financial services|
|Borussia M’gladbach||Sonepar||Electrical wholesaling|
|FC Augsburg||Siegmund||Welding table & clamping systems|
|FC Bayern München||Qatar Airways||Airline|
|FC Schalke 04||HARFiD||Construction & project management|
|Hertha Berlin||CG Elementum||Real estate – property development|
|RB Leipzig||AOC||Real estate – property development|
|SC Freiburg||Babista||Men’s fashion|
|SV Werder Bremen||Ammerländer||Dairy|
|TSG Hoffenheim||Hep||Solar energy|
|VfB Stuttgart||Mercedes EQ||Automotive|
|VfL Bochum 1848||Viactiv||Health insurance|
|VfL Wolfsburg||Linglong Tire||Automotive|
2022/2023 Bundesliga sponsors
The Bundesliga has various sponsors and partners. The Bundesliga lists six official partners on their English website. On the German version, they also list betting company Tipico. Furthermore, they show the logos of DAZN, ViaPlay (both broadcasters) and Sorare (gaming) on other places of the website.
2022/2023 Official League Partners
|Amazon Web Service (AWS)||Technology|
|Tipico (only on German language website)||Gambling|
|DAZN (not on official partner page)||Broadcasting|
|ViaPlay (not on official partner page)||Broadcasting|
|Sorare (not on official partner page)||Gaming|