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Football Clubs Want Their Independence Back

The weddings of marketers are over. Many clubs are discovering the equity market. As a pioneer does a Bundesligist out of the long gray mice belonged. "SPONSORS" editor Michael Weilguny analyzes the development.

VfL Wolfsburg last caused not only on the football pitch for headlines. Parallel to the success story in the Bundesliga, the Uefa Cup participants reorganized its marketing. At 31 March, the total since 2001 existing marketing contract with IMG dissolved. Now the club sold its marketing rights on their own account. Klaus Fuchs, managing director of the VW club, said: "IMG did a good job. But after intensive investigation, we came to the conclusion that we own up better marketing."

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Fox hopes to own a marketing course erfreulichere revenue situation. How can this look, a glance at the following simplified dargestelltes example. According to the German Football League (DFL) achieved an average Bundesligist 20 million euros from the sale of its marketing rights (season 2006/2007, from loges revenues and hospitality marketing only partially included).

After deduction of the most usual 20 percent commission marketers remain at a Fremdvermarktung for a club so revenues of 16 million euros. With a self-marketing go from 20 million euros, however, only around two million euros for staff, travel and rent, if it was about ten employees in sales and marketing out. In this very simplified example is shown in a separate sale of marketing rights is a multi proceeds of two million euro against the Fremdvermarktung.
A similar bill had a long time Thomas Treß of Borussia Dortmund packed. The managing director of the Finance Ruhrpott clubs had already months before a separation from the former marketer Sportfive announced: "The agency does a great job, but they are in the current constellation contract too expensive."

From 2010 to the BVB, should "not much more attractive kind of cooperation", that is why his jersey chest and the advertising actually gangs again to the company. This is since mid-June fell. Since it became known that the Treaty of Borussia still until the end of the 2019/2020 season extended.
The Dortmund will return 50 million euro. This additional money and a loan commitment from a bank of 20 million euros will Borussia to complete the repatriation of liabilities arising from the contract with Morgan Stanley, from the repurchase of the Westfalen Stadium in 2006.
fresh capital was also in this spring for Hertha BSC the decisive argument for the contract extension with the long-term marketer Sportfive until 2018. In return came a guarantee in advance sum of 25 million euros to the account in Berlin.
Over a three-even cash flow from Hamburg can look Leverkusen. The factory club founded 2007, together with Sportfive its own marketing subsidiary, to complete the TV and marketing rights of the association cares.

In the case of Leverkusen industry experts speak of around 100 million euros. Sportfive CEO Thomas Röttgermann this sum will not comment, but explained: "The guarantee is the market value of the rights and is easily generated."
fact that the model of total marketing From not before, show from the perspective of Röttgermann also three other examples. Hannover 96 last year signed an agreement on the total marketing of its rights with Sportfive until 2014. Also Zweitligist 1st FC Kaiserslautern extended his contract with the hamburgers until that date, even Arminia Bielefeld until 2016.

However, the impact of the most naturally high guarantee payments on margins. Five million euros or more per season - amounts that were previously common practice - deserve the marketers today only in very few clubs. Some clubs even the agencies must be happy if the earnings per season with a club still seven, it means industries circles.
Nevertheless, it seems that the policy of Sportfive, the clubs with lucrative long-term contracts to bind, not least from a strategic point of view to make sense. As more and more competitors on the market stream, the entry barriers for other agencies at all times higher.

Read the second part, as the marketers to the aspirations of the clubs to be self-react.