Jersey advertising

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In sport, jersey sponsoring refers to the wearing of a sponsor's logo or lettering on the jersey . The sponsor hopes that this will result in a promotional benefit, for example greater awareness of its products or services. Jersey sponsorship in connection with television broadcasts can achieve a high reach and increase the sponsor's awareness.


In football , the Uruguayan club CA Peñarol introduced shirt sponsorship in the mid-1950s.


The first football club in Germany was Wormatia Worms , which advertised in the regional league match against SV Alsenborn on August 20, 1967 with the logo "CAT" for Caterpillar on the jersey out of financial difficulties. In addition to jerseys and tracksuits, the people of Worms received 5,000 DM for this. Even if there was no clear regulation for this in the statutes of the DFB , the topic was dealt with immediately at the next board meeting. The statutes were changed and company advertisements were banned on the playing attire.

"Jägermeister logo" (1972–1986)

In a broader sense, the support of the city of Bremen for Werder Bremen in the 1971/72 season should also be mentioned in this context. In return for the financial donations from the city, Werder played in the Bremen state colors red and white and instead of the diamond with the key of the city. In the summer of 1972, Eintracht Braunschweig approached the DFB with the desire to advertise Jägermeister , which the DFB rejected. Eintracht sponsor Günter Mast was delighted with the bitter resistance of the DFB, as the dispute with the association helped its products to gain free media presence time and again. In January 1973 the general assembly of Eintracht Braunschweig decided by a large majority to replace the club's coat of arms with the Jägermeister stag. On March 24, 1973 in the game against Schalke 04 , the Braunschweiger Elf ran for the first time in the deer head jersey in the Bundesliga and was able to advertise "legally". After a few legal disputes, the DFB approved shirt sponsorship in October 1973.

Since Braunschweig was now relegated to the 2. Bundesliga, on it 5. January 1974 at Hertha BSC the Hamburger SV reserved the first team to promote the spirit Campari aground. Today, it is no longer permitted to advertise drinks with an alcohol content of over 15% vol. In sports. This was followed by MSV Duisburg with the knitwear manufacturer Brian Scott on January 12, 1974 , Fortuna Düsseldorf with Allkauf on March 15, 1974 , FC Bayern Munich with Adidas on April 5, 1974 and Eintracht Frankfurt with Remington in the DFB Cup final on August 17 1974 .

The FC Schalke 04 was one of the Bundesliga, which waived the longest for a jersey sponsors. The Gelsenkirchner then linked their entry into sponsorship with a charitable cause when they ran up with the lettering Deutsche Krebshilfe on their chests for the 1978/79 season . In the second half of the 1978/79 season, 1. FC Köln was the last team in the Bundesliga to sign an advertising contract with a breast sponsor.


Austrian clubs dealt with the issue of shirt sponsorship much earlier than in Germany. As early as January 1960, SK Admira Vienna found a financially strong sponsor in NEWAG / NIOGAS, the predecessor of the Lower Austrian energy supplier EVN . As is customary in Austria to this day, the sponsor appears in the club name and thus also on the jersey via the logo. The first classic jersey sponsorship in the top division came from Wiener Austria , which advertised Schwechat beer in the 1966/67 season with the logo of the Schwechat Brewery .


FC Barcelona jersey for the 2010/11 season with UNICEF logo

The best-known football club, which renounced shirt sponsorship and thus annual revenue in the millions, is FC Barcelona , which sees itself as the “ Catalan national team” and applies the rules for national teams to itself. Although the association traditionally did without a shirt sponsor, a cooperation agreement with the UN children's aid organization UNICEF was concluded in September 2006 for a period of five years. Accordingly, through its foundation, the association supported the work of UNICEF with € 1.5 million annually until 2011 to support children with HIV / AIDS in third world countries, in return it received the right to use the name and the logo and to use the UNICEF emblem on match and training clothing as well as on merchandising products reproduced from them. There was no obligation to do so. FC Barcelona has also been sponsoring jerseys since 2011 and receives 30 million annually from the Emirate of Qatar, the host of the football World Cup in 2022, the highest income of all clubs worldwide. The lettering " Qatar Foundation " can be seen on the front of the jersey, the "unicef" lettering remains on the back of the jersey.

Also Athletic Bilbao as a "national team of the Basque country " abandoned by the summer of 2008 to shirt sponsorship.

ice Hockey

At the DEB Association Day in Füssen in the summer of 1978, despite opposition, a majority decided that “advertising on the man” was allowed. Previously, some teams had worn shirts with sponsor prints when warming up before the game. For the first time in the 1978/79 season , jerseys with sponsors were used in the top three leagues. The Cologne EC , which promoted the Erzquell Brewery's Guild Kölsch this season , were among the first teams in the ice hockey Bundesliga to be supported by a shirt sponsor. Other clubs that used this regulation from the start were SB Rosenheim with Marox and SC Riessersee with Minolta as sponsors from the Bundesliga, EC Bad Tölz - which also switched to orange jerseys for Jägermeister - and Duisburger SC ( Gatzweilers Alt ) from the 2nd Bundesliga as well as from the upper league of Hamburger SV ( Asmussen Rum ).

In the 1979/80 season there were major discussions regarding the 1980 Winter Olympics . The NOK asked the clubs to let their national players play without jersey advertising.

While the EV Füssen men's team played without a shirt sponsor until the 1982/83 season , the women's team was supported by Hasen-Bräu as a shirt sponsor from 1979 onwards .


In many sports national teams , apart from the equipment supplier, do not have any advertising on their jerseys.

Individual evidence

  1. Zeigler's wonderful world of football WDR television from October 7, 2012 showed an old report from SWF (today: SWR television)
  2. See: Stefan Appenowitz: The jerseys of the Bundesliga: The story from 1963 to today, from the cotton shirt to the high-end product. Everything about jersey advertising, club jerseys, collectibles and cult objects . Geramond Verlag GmbH, Munich 2018, ISBN 978-3-86245-220-0 , p. 51 .


Stefan Appenowitz: The jerseys of the Bundesliga: The story from 1963 to the present day, from cotton shirt to high-end product. Everything about jersey advertising, club jerseys, collectibles and cult objects . Geramond Verlag GmbH, 2018, ISBN 978-3-86245-220-0 .

Julian Schneps: ´Green and white are our colors´ - the SK Rapid jerseys . Self-published, 2019.