The 18 German Bundesliga clubs will receive a record 114 million euro collectively from their individual shirt sponsorship deals, according to estimates from German sports agency SID.
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Defending champions Bayern Munich are expected to receive 20 million euro from Deutsche Telekom, while Wolfsburg can expect 15 million euro from car manufacturers Volkswagen, who own the club.
Bayern's main rivals, Schalke 04 and Werder Bremen will receive 12 and 8.5 million euro respectively, while lowely Energie Cottbus, the only former East German club in the Bundesliga's top tier, receive 1.3 million euro.
The First sponsorship deal in German football was in 1973 when the alcohol-manufacturer Jagermeister paid Eintracht Braunschweig 90,000 Deutsche marks (45,000 euro) to print their names on the football shirts, although they did refuse a related attempt to re-name the team Eintracht Jägermeister.
