FIBO Sportmesse

Landessportbund Rheinland-Pfalz

Stuttgarter Kickers

1860 München 




Are you thinking about a premium partnership in football, but are still in the dark about the direction of your engagement?


More than half of all Germans are interested in football. And more than 50 percent of this audience even says that football is an integral part of their lives.


What are the benefits of a premium partnership in football? Which target groups can be reached and which reach ranges can be achieved? On this page SPORTFIVE gives you a first insight into the diversity of this exclusive form of sponsorship.


Why is a positive image so essential for companies? In a nutshell, the image of a brand, company or organisation is decisive for whether or not it is economically successful on the market. Only with a positive image can a company stay on the market permanently and compete against the competition. Many companies are fully aware of this problem or challenge of creating this positive image and are therefore often one of the core goals of a successful marketing campaign.


It is of rather minor importance in which league such sponsorship takes place. The positive aspects have an effect on sponsors in lower leagues as well as on sponsors in the Bundesliga, because the high emotionality of the sport is given in every league and sport. Only the objective and target group of the respective sponsor determines the type of sponsorship.


Sports sponsorship is accepted in society and is not considered suspiciously, such as annoying advertising banners on the Internet. 97% of the German population over the age of 14 find jerseys and gang advertising perfectly fine. Ninety-three percent find the sale of stadium names unproblematic and an accepted advertising tool. These high values speak for themselves: Sports sponsorship is a good way for companies to sustainably improve their own image. Brands and companies have also recognized this value, because – although brands that run sports sponsorship often pursue a wide variety of goals, 84 percent of sponsorship decision-makers say their sponsorship activities primarily pursue image goals. An extremely high value that reflects the role of sport as an advertising platform.

Foto credit- Basis: 198 Entscheider im Sportsponsoring Quelle: Sponsor-Trend 2018, Nielsen Sports