Moenchengladbach Borussia Mönchengladbach presented another co-sponsor on Wednesday: one sports betting company follows the other. There had been a stir about the predecessor. Overall, however, sponsorship at the Bundesliga club is thriving despite the pandemic.
It could have been noticed a few days earlier: On the advertising walls, which are usually in the background during interviews, there was still a free space at the start of training. A new sponsor announced himself on the yellow area for June 29th. In the end, even the color of the sticker gave a hint: Interwetten is now one of the co-sponsors at Borussia Mönchengladbach.
As usual, the club and the sports betting provider from Austria did not provide any information on the financial scope of the commitment, the contract initially runs until 2025. But at the level below the main sponsor and the outfitter, seven-digit amounts per year are not unusual. An ex-Borussman who makes no secret of his emotional connection to the club also advertises for Interwetten: Lothar Matthäus.
The contract with the predecessor in this segment, with Unibet from Malta, has expired. The sponsor’s name was no longer visible (as perimeter advertising) or audible (when reading out the team line-up) in the final phase of the 2021/22 season. The “Wirtschaftswoche” first reported that Unibet does not have an official gambling license for Germany. In mid-April, Borussia committed itself to the professional association for gambling addiction in a cease-and-desist declaration that it would no longer advertise for the company. In June, Unibet then announced that it would withdraw completely from Germany. In the message from Wednesday, Borussia also said explicitly because of these events: “Interwetten has a sports betting license for the German market.”
While sports director Roland Virkus is still facing the challenge of extending some contracts that are about to expire, Guido Uhle’s sponsorship department has already been able to retain a number of Borussia partners in recent months. Flatex has extended its main sponsorship by one year until 2024 and will then become a co-sponsor until 2027. Puma, back on the Lower Rhine since 2018, will remain a “long-term” supplier – the exact term was not given – and thus also one of the co-sponsors, of which Interwetten is now the ninth overall.
Sonepar expanded its sponsorship earlier this year and will advertise not only on the sleeves of the men’s team, but also on the women’s team until 2025. In addition, the electronics wholesaler will act as a youth sponsor from the start of the coming season. Just a few days ago, the IT consulting firm Suresecure expanded the circle of co-sponsors. In the area of the so-called premium partners, stadium partners, co-sponsors and the main sponsor, there were a total of eleven contract extensions or new signings in 2022.
For 2021, Borussia recently reported advertising income of over 33.3 million euros, four million more than in the previous year. While Corona has left its economic mark almost everywhere, the sponsorship area is flourishing at the Bundesliga club.
Here is the photo gallery: Borussia’s turnover and profit since 2005