Football Sponsorship

Just like the Olympic Games, football competitions are met with great interest by the public. Indeed, football is by far the most popular sport on television. Accordingly, media coverage of the various events and leagues is comprehensive to say the least. In the 2011/12 season, there were over 2.356 hours of coverage on the Bundesliga clubs in TV magazine programmes and summaries. And this does not include live broadcasts, games from the second and third divisions as well as international competitions involving clubs and the German national team.

Yet it is not just the quantity, at their peak the TV ratings and market share of football broadcasts regularly exceed all other entertainment programmes. It is precisely this media presence which makes football such an attractive marketing platform.

For sponsors, this is an opportunity to use the positive associations and fascination of football for their communications and to project these attributes onto the image of their products and brands. After all, half of all those interested in football in Germany regard those brands which are actively involved in sponsorship as likeable.