This deal is active for 4 years, between the years of 2015 and 16, and the years of 2018 and 19, and gives Tipico the distinction of being Bayern Munich's premium partner. In this way, Tipico joins the likes of other big brands like the German airline Lufthansa and the global logistics firm DHL.
Also, we saw AFC Bournemouth, who became a member of the Premier League when they won a Premier League second-tier championship, has also signed a lucrative deal. This deal, with Mansion Group, makes the gaming company the official shirt sponsor for the team.
As you can see Bundesliga sides don't have any qualms about their relationships with the gaming companies. In fact, many of these companies are eager to get a chance to take advantage of the exposure that the more popular football clubs offer - which brings up another problem. The clubs in the lower-tier of the Premier League are having trouble attracting the interest of many popular brands.
As of right now, several gaming companies have thrown their hats in the T-shirt sponsorship ring, including Bet365 and Watford. These betting companies have replaced famous household Brands like Walker Crisps, Reebok, and Dr. Martens.
As of right now, we can still expect the market to grow for the Bundesliga clubs in the highest ranks. This is plainly observed when we take a look at Bayern Munich's 900 million, 10-year deal with athletic sports company Adidas.
However, it's important to note that many of the other clubs don't have the ability to attract these types of sponsorships. Based on information from a top executive in the sponsorship industry, these clubs have not been able to give the major brands what they want, in terms of commercial returns.
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These big name brands use the football club sponsorships to help bolster their main marketing campaigns. But, this hasn't been working in their favor, causing many of these companies to abandon the football clubs. And would you blame them? They haven't been able to get the returns, like a comprehensive marketing package, that they were interested in.
But, this doesn't mean that these football clubs don't have any value. In fact, it's all a matter of perspective. For instance, the gaming companies see the Bundesliga sides as direct response marketing vehicles.
While all this is fine, for a time, the football clubs must understand that this direction may diminish their value and affect their ability to be seen as essential brand-building partners. This is really quite a shame, especially when you realize that the global reach of the Bundesliga is quite massive, and (if utilized properly) can help virtually any company take their business to the next level.
To get around this issue, the football clubs need to do things a little differently, like offering the big brands more comprehensive sponsorship packages. This step, although seemingly small, may really help out the Bundesliga and attract the big brands back to them.
Still, it is important to note that the major Global brands have not completely abandoned the Bundesliga. In fact, many experts say there are still quite interested in the opportunities that these football clubs can offer. The only issue is, that these companies are being a lot more picky about where and how they spend their marketing dollars - something that the football clubs will have to take into consideration when doing their research.