Main jersey sponsorship is one of the most lucrative revenue stream for a football club. FC Barcelona for instance signed a €150 million shirt sponsorship deal with Qatar Foundation back in December 2010. Bayer Leverkusen adopted a different strategy.
Indeed, the The Bundesliga club has decided to offer the main and jersey sponsorships for the professional team Bayer 04 Leverkusen (subsequently “Bayer 04 Leverkusen”) including various ancillary rights for the seasons 2011-2012 (01 July 2011 – 30 June 2012), 2012-2013 (01 July 2012 – 30 June 2013) and 2013-2014 (01 July 2013 – 30 June 2014) in the form of a bid invitation in which essentially every advertising company is equally able to participate. [Source: Bayer Leverkusen]
Leverkusen lost its main shirt sponsor this year after the energy company TelDaFax ended its two-year deal. The club, which is in the Bundesliga, German’s top division, is now running an ad in the FT that states “Come and play the Champions League with us!
Andy Sutherden, managing director sports marketing and sponsorship at Hill & Knowlton, said: “My sentiment is that it is an innovative way of spending the same sales budget to acquire a shirt sponsor.”