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Bundesliga report 2009
ecord revenue<br />
For the fourth successive time the 36 clubs<br />
and joint stock companies have achieved record<br />
revenue. Still unscathed by the global credit<br />
crunch, the clubs again managed to increase<br />
turnover by more than 10 percent in the<br />
development of total revenue in ¤ ’000<br />
2,000,000<br />
1,750,000<br />
1,500,000<br />
1,519,690<br />
+10.7 %<br />
year-on-year<br />
2007/2008 season, based on a balanced<br />
revenue stream derived from the three<br />
mainstays: ticketing, sponsorships and<br />
media receipts.<br />
1,520,934<br />
1,747,815<br />
1,934,439<br />
04/05 05/06 06/07 07/08<br />
reduced Liabilities<br />
With sustainability in mind, the Bundesliga has<br />
again reduced its liabilities during the 2007/2008<br />
season, creating additional leeway for times of<br />
development of liaBilities in ¤ ’000<br />
600,000<br />
500,000<br />
400,000<br />
535,292<br />
569,341<br />
-8.0 %<br />
year-on-year<br />
crisis. 15 out of 18 Bundesliga clubs and half<br />
of the Bundesliga 2 clubs reported an operating<br />
profit in the period under review.<br />
510,323<br />
469,453<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008
<strong>Content</strong>s<br />
8 IntroductIon<br />
Dr Reinhard Rauball, League Association President<br />
10 State of the BundeSlIga<br />
CReating value 12<br />
Christian Seifert, Chief Executive Officer DFL<br />
26 dIvISIonS<br />
CommitteD to the game 28<br />
holger hieronymus, Chief Operating Officer DFL<br />
a populaR bRanD 38<br />
tom bender, Chief Marketing Officer DFL<br />
SounD anD weatheRpRoof 48<br />
Christian müller, Chief Financial Officer DFL<br />
58 SuBSIdIarIeS<br />
global playeR 60<br />
DFL Sports Enterprises<br />
a quality feeD 64<br />
SPOrtCASt<br />
on the move 68<br />
Liga travel<br />
70 BundeSlIga-StIftung<br />
pRofeSSional help 72<br />
80 lIcenSed cluBS<br />
bunDeSliga 82<br />
bunDeSliga 2 100<br />
118 factS & fIgureS<br />
the bunDeSliga in figuReS 120<br />
180 champIonS paSt and preSent<br />
fRom fC to fCb<br />
the Bundesliga<br />
Inspiring People
the bunDeSliga l infinite inSpiRation<br />
2 baCK<br />
BunDESLIgA rEPOrT 2009<br />
In stunt-flying mode: felix borja (1. fSv mainz 05).<br />
the somersault to celebrate a goal is no longer<br />
the prerogative of a certain miroslav Klose,<br />
fC bayern munich’s star striker. week after<br />
week the professional bundesliga players put<br />
on a good show of acrobatics, breathtaking<br />
tackles and spectacular solo runs. this is why the<br />
fans in front of the tv or at the stadiums are so<br />
fascinated by what is going on. another reason is<br />
the balanced nature of the league. attendance<br />
figures are continually on the up, with a record<br />
17.4 million tickets sold.<br />
BunDESLIgA rEPOrT 2009 3
the bunDeSliga l infinite inSpiRation<br />
powerhouse Bundesliga. letting off steam on the outside<br />
lane, defender hans Sarpei (bayer 04 leverkusen) is<br />
a symbol of the power behind the enterprise bundesliga.<br />
not only has the football industry created plenty of new<br />
jobs and made substantial tax contributions, the 36 clubs<br />
and joint stock companies of the league association<br />
have also generated revenue amounting to ¤ 1.9 billion,<br />
an unpre cedented record.<br />
4 baCK<br />
BunDESLIgA rEPOrT 2009<br />
BunDESLIgA rEPOrT 2009 5
the bunDeSliga l infinite inSpiRation<br />
on the ball. goalie manuel neuer (fC Schalke 04)<br />
is a prime example of how the bundesliga clubs<br />
promote their young talents and how these pay back<br />
the confidence placed in them. with their home-grown<br />
goalkeeper the “Royal blues” made it to the Champions<br />
league quarter-finals. last season, german professional<br />
football clubs invested around ¤ 69 million in the<br />
development of young talents at their academies and<br />
91 players trained by their own clubs actively shaped<br />
the 2007/08 bundesliga season.<br />
6 baCK<br />
BunDESLIgA rEPOrT 2009<br />
BunDESLIgA rEPOrT 2009 7
intRoDuCtion<br />
Dear Readers,<br />
german licensed football continues its successful<br />
performance: the Bundesliga clocked its sixth<br />
successive attendance record last season which<br />
ended in May 2008. This remarkable feat is a<br />
result of a balanced competition, modern arenas,<br />
attractive football, sound financial management<br />
and stars who go all out strutting their stuff with<br />
gusto, thus making the Bundesliga a guaranteed<br />
success. The top-quality presentation of the<br />
Bundesliga in the media makes it quite an experience<br />
on screen. Keeping football fans enthralled<br />
at home and abroad is down to the men and<br />
women at the clubs and the DFL, and they are<br />
thus due much praise and recognition. The 2009<br />
Bundesliga report has all the facts and figures<br />
on the state of the league.<br />
How football will be affected by the current<br />
economic downturn remains to be seen. Even<br />
though the Bundesliga cannot completely avoid<br />
being affected by the state of the economy, the<br />
facts on hand show just how healthy Enterprise<br />
Bundesliga actually is. Whilst record revenue of<br />
¤ 1.9 billion was generated in the last season, the<br />
assets of the 36 clubs and joint stock companies<br />
for the first time exceeded liabilities by more<br />
than half a billion euros.<br />
“Let’s not rest on our laurels. It is our duty<br />
and mission to develop new ideas and innovative<br />
concepts to strengthen and improve both the<br />
Bundesliga and Bundesliga 2.”<br />
DR ReinhaRD Rauball<br />
League Association President<br />
What better proof that german professional<br />
football as a whole has a lot of reserves to fall<br />
back upon in hard times.<br />
Since the Bundesliga started in 1963, none<br />
of the clubs has ever had to file for bankruptcy<br />
during the course of a season, nor withdraw from<br />
the competition for reasons of bankruptcy. This<br />
is primarily a result of the strict and comprehensive<br />
licensing system which sets an example<br />
throughout Europe.<br />
But let’s not rest on our laurels. It is our duty<br />
and mission to develop new ideas and innovative<br />
concepts to strengthen and improve both the<br />
Bundesliga and Bundesliga 2. The results on hand<br />
are proof that the DFL is on the right path with<br />
its strategy – but we still have a long way to go.<br />
Licensed football in germany is an important<br />
economic factor which benefits all of society. All<br />
in all, the Bundesliga and Bundesliga 2 employ<br />
over 37,000 people, a figure which is on the<br />
increase. The clubs paid the german state over<br />
¤ 665 million in tax and duties.<br />
It has always been part and parcel of professional<br />
football to accept social responsibility.<br />
Each and every weekend the Bundesliga reaches<br />
millions of people. It goes without saying that<br />
this platform lends itself superbly to social<br />
commitment. The foundation of the Bundesliga-<br />
Stiftung now groups all of the DFL’s social<br />
activities under one roof, enabling us to turn our<br />
attention on social-minded concerns and opening<br />
up further opportunities for us to do our bit for<br />
people in need.<br />
The league’s independence soon made it clear<br />
that it would also have to accept responsibility<br />
for the young players in germany. By setting up<br />
academies for young football talents and investing<br />
¤ 69 million across the leagues last season,<br />
we have created excellent conditions for a promising<br />
future of german football. There’s no doubt<br />
about it: the education and training of young<br />
talents is the basis for a club’s future success.<br />
Credit for matches and titles won by the national<br />
sides must thus also be given to the first-class<br />
youth development programmes put in place by<br />
the Bundesliga and its clubs.<br />
Even in times of crises, the Bundesliga and<br />
its clubs and joint stock companies are well<br />
positioned to match international competition,<br />
both financially and on the field. now is the time<br />
to shape the future of the Bundesliga, with tried<br />
and tested methods as well as new ideas and<br />
concepts.<br />
Yours faithfully,<br />
Dr Reinhard Rauball<br />
8 baCK BunDESLIgA rEPOrT 2009<br />
BunDESLIgA rEPOrT 2009 9
state of the<br />
Bundes Liga<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
10 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 11
StAte of the BundeSligA l CreAting vAlue<br />
the Bundesliga brings top class<br />
football week for week, giving<br />
millions of fans from all walks of<br />
life something to talk about.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Creating value<br />
Christian seifert, Chief Executive Officer of the DFL, on the state<br />
of the Bundesliga and the strategic challenges of the future<br />
The Bundesliga is one of germany‘s best<br />
known and most popular products. it<br />
stands for top-class sport, popular entertainment<br />
and social integration. it is the dFl’s job<br />
to guarantee this in the long term for everyone<br />
involved in the face of an increasingly complex<br />
environment.<br />
inspiring enthusiasm: the Bundesliga brings<br />
top class football week for week, giving millions<br />
of fans from all walks of life something to talk<br />
about. so it is no wonder that the Bundesliga is<br />
not only one of the best known and most popular<br />
brands in germany, but that its reputation is<br />
growing across the world. 32.28 million germans<br />
from the age of 14 confess to being football fans,<br />
and the matches are broadcast every weekend in<br />
up to 170 countries. the Bundesliga is considered<br />
exciting and entertaining, offering first-class sport.<br />
and at the same time it is economically sound.<br />
Why the league is so attractive and the<br />
Bundesliga brand so strong is illustrated by the<br />
meeting of record champions FC Bayern Munich<br />
with newly promoted 1899 Hoffenheim on the<br />
16th day of the first round in the 2008/2009<br />
Bundesliga season. the illustrious favourite, who<br />
has been taken as the benchmark of sporting<br />
and financial success for years, fought with the<br />
newcomer, who has impressed the league and<br />
found a place at the top. Big against small is one<br />
of the oldest stories in football, a story which is<br />
retold by the Bundesliga using state-of-the-art<br />
media resources. the duel electrified the masses,<br />
was sold out weeks beforehand, and on the<br />
day itself was a hot topic between colleagues,<br />
neighbours and friends. the result was a 2-1<br />
victory for the Bavarians which offered everything<br />
in the way of drama, emotion and attractive<br />
gamesmanship that makes for first-class<br />
football. at the same time, this meeting was a<br />
perfectly organized, prepared and presented<br />
spectacle, a product which was broadcast live<br />
to 168 countries using the very latest in camera<br />
technology and spectacular image sequencing,<br />
at which the Bundesliga’s partners were able<br />
to advertise their products on state-of-the-art<br />
led boards. it is stored for posterity in the<br />
Media library, the Bundesliga’s digital archives.<br />
ReCoRds and eConoMiC viaBility<br />
it is not just the top matches in the Bundesliga<br />
that arouse enthusiasm. licensed football<br />
achieved its sixth successive attendance record<br />
in the 2007/2008 season, with 17.4 million<br />
visitors to the various matches. although rooted<br />
in all walks of society and of interest to all ages,<br />
never before has german professional football<br />
Vedad Ibisevic from<br />
Bundesliga newcomer<br />
1899 hoffenheim was<br />
the surprise team‘s key to<br />
success with 18 goals to<br />
his name in the preliminary<br />
rounds – here scoring<br />
the first goal in the top<br />
match against Bayern<br />
Munich on the 16th match<br />
day of the season.<br />
12 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 13
StAte of the BundeSligA l CreAting vAlue<br />
Fun at the games<br />
exciting football,<br />
modern stadiums and<br />
modest entrance fees<br />
draw hundreds of<br />
thousands of fans<br />
to the stands every<br />
weekend.<br />
Impressive<br />
the Bundesliga<br />
continues to grow.<br />
fascinated and captivated so many people.<br />
the number of female spectators in Bundesliga<br />
stadiums has also grown considerably. Watching<br />
a match is no longer a man’s domain, but has for<br />
a long time been an event for the whole family.<br />
today, almost a quarter of the fans in the stadiums<br />
are women.<br />
Surging uPWArdS Revenue development in ¤ ’000<br />
Bundesliga<br />
2,000,000<br />
1,500,000<br />
1,000,000<br />
1,284,334<br />
04/05<br />
+ 7.6 %<br />
year-on-year<br />
1,287,285<br />
05/06<br />
06/07<br />
1,456,783<br />
1,566,931<br />
07/08<br />
200<br />
the Bundesliga is also an enormous success<br />
on tv, with around 10 million viewers<br />
regularly watching the matches on free-toair,<br />
subscription and internet television. the<br />
sheer extent of this coverage is one of the<br />
main reasons for sponsorship revenues being<br />
higher in germany than in any other european<br />
150<br />
Bundesliga 2<br />
400,000<br />
350,000<br />
300,000<br />
250,000<br />
100<br />
200,000<br />
235,356<br />
04/05<br />
+ 23.3 %<br />
year-on-year<br />
05/06<br />
233,648<br />
06/07<br />
291,032<br />
367,508<br />
07/08<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
league, a success which places the clubs on a<br />
secure financial footing even in times of crisis.<br />
the Bundesliga is the most profitable football<br />
league in europe, even ahead of england‘s<br />
premier league. What marks the Bundesliga<br />
is the fact that the clubs and joint stock companies<br />
are not exceptionally dependent on<br />
individual sources of income, but can draw on<br />
funds from three more or less equally sized,<br />
independent pots: gate receipts, tv income<br />
and advertising. the clubs budget carefully and<br />
invest in both infrastructure and their teams.<br />
this business model resulted in impressive<br />
total revenue of over ¤ 1.9 billion for german<br />
professional football last season, a figure which<br />
sums up the very essence of the professional<br />
football industry. Whether results like these<br />
can also be achieved in the current season is<br />
impossible to tell in view of the general state<br />
of the economy. But it is fairly unlikely that the<br />
survival of any of the clubs will be threatened.<br />
Well BAlAnCed<br />
licensed football – contribution to revenue in per cent<br />
MeRCHandising<br />
¤ 81,727<br />
tRansFeRs<br />
¤ 165,722<br />
MatCH Revenue<br />
¤ 407,554<br />
80<br />
8.57<br />
otHeR<br />
¤ 217,919<br />
4.22<br />
21.07<br />
2007/2008<br />
11.27<br />
around<br />
¤ 1.93<br />
billion<br />
25.16<br />
29.71<br />
a CoMpetenCe CentRe<br />
the dFl has long since developed from what was<br />
originally a league secretariat to a competence<br />
centre for the 70league,<br />
representing the interests<br />
of professional football in an ever more complex<br />
environment and responsible for the Bundesliga<br />
product both on television and on the pitch, at a<br />
social and a political level. its tasks can be seen<br />
as a pyramid, the foundation of which consists<br />
of securing the economic basis without which<br />
professional football in germany could not exist.<br />
this is guaranteed 60 through the development and<br />
distribution of products increasingly designed in<br />
house. next come the supervision of the clubs’<br />
financial conduct (the licensing procedure), the<br />
monitoring of their work with young talents and<br />
assistance in improving the overall sporting quality.<br />
at the tip of the pyramid is the social responsibility<br />
carried 50by<br />
the dFl for the Bundesliga.<br />
the general public primarily associates the<br />
dFl with its marketing activities. the league is<br />
adveRtising<br />
¤ 486,774<br />
Media Revenue<br />
¤ 574,743<br />
A solid foundation<br />
the league can draw<br />
on funds from three<br />
similarly sized pots.<br />
14 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 15
StAte of the BundeSligA l CreAting vAlue<br />
Well prepared<br />
the dfl is increasing<br />
corporate value and<br />
opening up important<br />
fields for the future.<br />
dFl deutsche Fußball liga gmbH<br />
51 % 100% 100%<br />
travel, events<br />
and logistics<br />
currently still benefiting from the record<br />
television contract with arena, thanks to<br />
which income will be stable at a national level<br />
for the next four seasons in spite of the fraught<br />
economic environment. the 36 clubs in the<br />
Bundesliga and the Bundesliga 2 will receive<br />
around ¤ 1.65 billion during the next rights<br />
period, which runs until the year 2013. that<br />
is an average of ¤ 412 million per season,<br />
¤ 7 million more than before. i am happy to say<br />
that we will also see a surge in foreign revenue<br />
of 91.6 per cent over the last rights period.<br />
this is an excellent result for german<br />
professional football in a traditionally difficult<br />
media market complicated by wide-ranging<br />
central marketing restrictions on the part of the<br />
monopolies commission and despite a renewed<br />
crisis in the advertising sector. When seen in<br />
conjunction with considerable increases in international<br />
media revenue and constant marketing<br />
income, these results are satisfying for everyone<br />
involved: the clubs‘ planning security for the next<br />
four years could not be better in this environment,<br />
and their income will remain constant;<br />
the reach of the sponsors has been extended;<br />
and the spectators will have access to more live<br />
football than ever before. it is also worth noting<br />
that the contracts concluded for the two rights<br />
SPortCASt<br />
Feed production<br />
Broadcast technology<br />
digital archive<br />
periods covering 2006 to 2013 will bring the<br />
league over half of the media and marketing<br />
income generated since its foundation in 1963.<br />
CReating value By enHanCing<br />
tHe FoCus<br />
if we are to ensure that german licensed football<br />
continues to stand firm in future, it is imperative<br />
that we develop the Bundesliga product without<br />
damaging its roots and despite the limited<br />
growth opportunities offered by the unusual<br />
structure of the german media market. the<br />
Bundesliga is competing on the national and<br />
global entertainment market, and we must meet<br />
this challenge head on. the dFl is standing its<br />
ground by responding to the requirements of<br />
the market and driving the specialization of its<br />
activities and the consolidation of its core competences.<br />
it is the only league in europe to take this<br />
approach: instead of confining itself to income<br />
from the sale of television rights, it has singlemindedly<br />
developed new business areas with considerable<br />
potential and a high strategic relevance<br />
for media marketing over the last few years.<br />
in so doing, it has constantly been the dFl’s<br />
aim to gain access for the league to new sources<br />
of income along the value chain of Bundesliga<br />
rights and to ensure that sustainable value is<br />
global<br />
marketing<br />
from 2002 from 2006 from 2008<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
created. the dFl now owns several subsidiaries<br />
whose task is to unlock new economic resources.<br />
the tv production company spoRtCast, for<br />
example, has produced the television images of<br />
each of the season‘s 612 Bundesliga and Bundesliga<br />
2 fixtures since 2006. the Bundesliga is<br />
the first professional league of importance to<br />
introduce full in-house programme production.<br />
the dFl has thus not only assumed complete<br />
responsibility for the product it offers, but<br />
has also ensured its independence from others<br />
where image production is concerned. this is<br />
also advantageous to its partners, as whoever<br />
owns the tv rights can be sure that spoRtCast<br />
will deliver excellent product quality.<br />
spoRtCast is also responsible for operating<br />
the Media library, a strategic, forward-looking<br />
project initiated by the dFl in close cooperation<br />
with the dFB: the world‘s largest digital football<br />
archive is being built up in Cologne, bringing together<br />
more than 24,000 hours of images from<br />
the Bundesliga, the german Fa Cup and the<br />
international matches played by the german<br />
national team.<br />
dFl sports enterprises is another of<br />
the dFl’s subsidiaries. Responsible for global<br />
marketing, the company is also driving the sale<br />
of brand licenses, the league’s own platforms such<br />
as bundesliga.de and global television rights.<br />
at least ¤ 105 million will be distributed by dFl<br />
sports enterprises to the clubs over the next<br />
three seasons from the sale of foreign television<br />
rights. although this bears no comparison to the<br />
english premier league, which generates an<br />
annual ¤ 300 million, and is still way behind the<br />
italian and spanish leagues (who earn around<br />
An eXCePtionAl inCreASe<br />
development of media revenue in ¤m<br />
2006/07 to 2012/13*<br />
1963/64 to 2005/06<br />
* planned<br />
48 %<br />
52 %<br />
2,900,00<br />
Autonomous<br />
the league has been<br />
producing its own<br />
pictures since 2006.<br />
SPortCASt delivers<br />
high-quality television<br />
images for all of the<br />
season’s matches.<br />
Spectacular<br />
Media revenue in the<br />
last two rights periods<br />
amounted to over half the<br />
marketing income generated<br />
since the Bundesliga<br />
was established.<br />
16 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 17<br />
3,200,000
StAte of the BundeSligA l CreAting vAlue<br />
¤ 180 million over a three-year period), it is<br />
almost twice the current amount.<br />
Bringing the various sales activities of the<br />
dFl’s former Rights and licenses division<br />
together in a company created for that purpose<br />
brings synergies in terms of content and makes it<br />
possible to develop sustainable sales competence.<br />
the oldest of the dFl’s subsidiaries, liga<br />
travel, is primarily a service provider, offering<br />
end-to-end travel arrangements for professional<br />
sports, from the flight to transport to the<br />
stadium. and liga travel not only looks after<br />
teams travelling to away games. its second, very<br />
successful line of business is the arrangement of<br />
travel for sponsors, fans and the press. a large<br />
number of foreign guests also avail themselves<br />
of the services provided by liga travel.<br />
developing tHe spoRting peRFoRManCe<br />
oF tHe league<br />
the dFl is not only optimizing the Bundesliga<br />
as a tv product, it has also set itself the goal<br />
of optimizing the sporting performance, i.e. of<br />
improving the product on the pitch. to this end it<br />
¤ 69,000,000<br />
wErE invEstED By thE CLuBs<br />
in thEir high-pErFOrmanCE<br />
aCaDEmiEs in 2007/2008.<br />
this is more than what the netherlands earns in tv revenue. 91 players<br />
trained by the clubs saw action in the 2007/2008 season.<br />
Increasing value<br />
Star forward luca toni<br />
and football wizard<br />
franck ribéry have contributed<br />
greatly to the<br />
fascination and success<br />
of the Bundesliga.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
offers considerable support to the clubs, and with<br />
success: youth coaching centres and academies,<br />
for example, have been made obligatory under<br />
the licensing procedure. the clubs spent ¤ 69<br />
million on their academies and coaching centres<br />
in the 2007/2008 season. this is more than the<br />
netherlands, for example, earns in tv revenue.<br />
91 players trained by the clubs saw action<br />
in the Bundesliga in the 2007/2008 season.<br />
this has naturally also had a positive effect<br />
on the performance of our national teams, as<br />
illustrated by the outstanding victory of the<br />
u19 team at the last european Championship.<br />
and training does not stop at youth work:<br />
one of the keys to the promotion of young talent<br />
is an ongoing optimization of the work done by<br />
the coaches. the dFl is in close consultation<br />
with the dFB in this respect.<br />
the Bundesliga also demonstrated its<br />
strength in the 2007/2008 european competitions,<br />
winning significant ground in the ueFa<br />
five-year rankings, where it cemented its fourth<br />
place and increased its lead on France. gratifyingly,<br />
it was also able to improve its lead on<br />
other countries such as Russia and Romania.<br />
Star performance<br />
germany wins the<br />
u19 european Championship,<br />
its first junior<br />
title since 1992, thanks<br />
to players like timo<br />
gebhardt from 1860<br />
München – here in the<br />
match against holland.<br />
FasteR and MoRe CReative<br />
the Bundesliga starts from a relatively weak<br />
economic position compared to other top<br />
markets, and this has its roots in several factors.<br />
the especially difficult media market in germany<br />
and the many regulations introduced by the public<br />
authorities are certainly two of the prime factors.<br />
But the major reason is and will continue to<br />
be the option open to other top leagues of buying<br />
sporting success with uninhibited debt policies<br />
and their readiness to do just that. the Bundesliga<br />
must therefore be faster and more creative<br />
than the other leagues to compensate for its<br />
competitive disadvantage – and this also applies<br />
to the sports side of things. above all, measures<br />
must be taken in europe to ensure that fairness<br />
returns to competition in the Champions league,<br />
too. this is something that the german licensing<br />
procedure has guaranteed for decades.<br />
an assessment of the economic efficiency of<br />
the clubs and of other criteria is the basis in germany<br />
for sustainable and economically responsible<br />
competition, and is a guarantee of stability.<br />
never in the history of the Bundesliga has a club<br />
had to declare itself bankrupt during the season.<br />
18 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 19
StAte of the BundeSligA l CreAting vAlue<br />
a brilliant deal in difficult times<br />
The german sports news agency<br />
sid described the result of the<br />
call for bids for the national<br />
media rights as follows: “this outcome<br />
earns respect. once the monopolies<br />
commission had in effect forbidden<br />
the german football league to follow<br />
the easy route … the dFl had to<br />
take the thorny path and carry out<br />
its negotiations piece by piece. it has<br />
passed the test with flying colours.<br />
We salute its success in securing an<br />
average of seven million euros more<br />
per season for the next four years<br />
BroAdCASting tiMeS<br />
12:00<br />
13:00<br />
14:00<br />
15:00<br />
16:00<br />
17:00<br />
18:00<br />
19:00<br />
20:00<br />
21:00<br />
22:00<br />
23:00<br />
despite the monopolies commission‘s<br />
thumbscrews and an economic crisis.”<br />
on 28 november 2008 and<br />
against great odds the dFl was able<br />
to present a new deal for the next<br />
four seasons. this was negotiated<br />
in record time after announcement<br />
of the call for bids on 31 october.<br />
it followed a transparent, non-discriminatory<br />
selection procedure<br />
in which 20 bidders applied for a<br />
total of 39 packages of rights<br />
after commencement of the tender<br />
period on 31 october.<br />
the level of media revenue from<br />
national marketing increases by an<br />
average of seven million to ¤ 412<br />
million per season. the 36 clubs<br />
and joint stock companies in the<br />
Bundesliga and Bundesliga 2 will<br />
receive around ¤ 1.65 billion over<br />
the next four seasons. premiere,<br />
aRd, deutsche telekom, ZdF and<br />
dsF stay on board as partners.<br />
as before, saturday afternoon<br />
at 3.30 will remain the Bundesliga‘s<br />
main match day, but a few changes<br />
have been introduced. the tried and<br />
friday Saturday Sunday Monday<br />
Free-to-air tv subsription tv Free-to-air tv subsription tv Free-to-air tv subsription tv Free-to-air tv subsription tv<br />
22:30-23:45<br />
Bundesliga 2<br />
live<br />
17:30-20:15<br />
Bundesliga 2<br />
live<br />
20:00-22:30<br />
Bundesliga<br />
18:30-20:00<br />
22:00-24:00<br />
Bundesliga and<br />
Bundesliga 2<br />
live<br />
12:30-15:15<br />
Bundesliga 2<br />
live<br />
15:00-17:30<br />
Bundesliga<br />
17:30-18:30<br />
Bundesliga and<br />
Bundesliga 2<br />
live<br />
18:00-20:30<br />
Bundesliga<br />
19:30-21:00<br />
Bundesliga 2<br />
ab 21:45<br />
Bundesliga<br />
live<br />
13:00-15:30<br />
Bundesliga 2<br />
live<br />
15:00-17:30<br />
Bundesliga<br />
live<br />
17:00-19:30<br />
Bundesliga<br />
19:30-20:00<br />
Bundesliga and<br />
Bundesliga 2<br />
live<br />
19:45-22:15<br />
Bundesliga 2<br />
live<br />
19:45-22:15<br />
Bundesliga 2<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
tested pattern of matches with five<br />
parallel games on saturday remains<br />
the same, and as in the past the<br />
regular playing schedule will include<br />
a meeting on Friday evening (8.30)<br />
and two fixtures on sunday afternoon<br />
(3.30 and 5.30). a match will also<br />
be held at 6.30 p.m. on saturday in<br />
which clubs will only be allowed to<br />
play six times per season (including<br />
a maximum of three home games).<br />
two exceptions have also been<br />
introduced: the Friday match will<br />
be deferred to saturday afternoon<br />
at 3.30 immediately after FiFa’s<br />
release periods for national players<br />
(up to six a season) and the 6.30 p.m.<br />
saturday match can be moved to<br />
sunday at 5.30 p.m. up to fives times<br />
a season after ueFa Cup weeks.<br />
the Bundesliga 2’s regular match<br />
day continues to be Friday, with three<br />
games at 6 p.m. two additional fixtures<br />
will now take place on saturday<br />
at 1 p.m., which is certain to guarantee<br />
the clubs involved a precious piece of<br />
tv presence, with match highlights to<br />
be shown on free-to-air tv starting<br />
at 6.30 p.m. on saturday. the sunday<br />
kick-off has been moved for the fans<br />
and will now take place an hour later<br />
than originally published, at 1.30 in<br />
the afternoon. the newly introduced<br />
Monday game stays at 8.15 p.m. and<br />
will be shown live on dsF.<br />
the league gave much thought<br />
to amateur football when scheduling<br />
the fixtures and decided not to<br />
hold the second Bundesliga match<br />
on sunday at 3.30 p.m., a time which<br />
was also being considered. this means<br />
that generally speaking fewer professional<br />
football matches will be held<br />
on sunday, with five fixtures instead<br />
of the previous seven.<br />
A matter of fact<br />
no one is excluded.<br />
All of the stadiums<br />
offer disabled access<br />
and seats and, of<br />
course, subsidized<br />
entrance fees.<br />
last season was the first to see a mid-season<br />
‘re-audit’ on germany’s licensed clubs. this<br />
entailed a lot of extra work for everyone involved,<br />
but both the clubs and the dFl see the added<br />
benefit. the dFl remains close to the clubs while<br />
keeping a low-key yet trustful profile; everyone<br />
involved knows exactly where they stand in terms<br />
of economic resources and financial viability.<br />
tHe league lives up to its soCial<br />
ResponsiBility<br />
professional football in germany lives to a great<br />
extent from the fact that it is anchored in society.<br />
the dFl therefore sees it as its duty to increase<br />
its involvement in the social sector on a continuous<br />
basis as a means of giving something back<br />
to society and of cultivating and maintaining the<br />
Bundesliga’s roots.<br />
Beyond this, the Bundesliga has set up its<br />
own foundation, the Bundesliga-stiftung, to<br />
bring together the many other activities being<br />
carried out throughout the league in the social<br />
sector. Help is particularly focused on integration,<br />
children and the disabled, and as a member<br />
20 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 21
StAte of the BundeSligA l CreAting vAlue<br />
Responsibility<br />
the league‘s multifaceted<br />
social involvement<br />
will be brought<br />
together in the<br />
Bundesliga-Stiftung<br />
in future.<br />
of the ‘sports family’ the Bundesliga also likes<br />
to contribute to other sports in which outstanding<br />
achievements are often obtained with an<br />
absolute minimum of funding. last but not least,<br />
the Bundesliga is an economic factor in its own<br />
right, an indispensable employer and taxpayer<br />
in many regions: 37,684 jobs and over half a<br />
billion euros in taxes and duties are associated<br />
with professional football in germany.<br />
outlook: en Route to an<br />
innovation CentRe<br />
the mounting economic crisis will also affect the<br />
Bundesliga in 2009. But german professional<br />
football will meet the crisis from a strengthened<br />
position, trusting in the advantages of its<br />
conservative and sustainable business model.<br />
at the same time, the dFl is taking the next step<br />
in professionalization towards a modern and transparent<br />
sport media company. its tv production<br />
subsidiary and the new marketing company are<br />
not only contributing to shareholder value, but<br />
at the same time securing expert knowledge for<br />
important fields of future interest. the dFl will<br />
also make the most of the opportunities offered<br />
by digitalization. With the increasing in-house<br />
production of content, it is extremely well prepared<br />
for the new media age. at the same time,<br />
the dFl continues to work on the optimization<br />
of sporting performance, highlighting the fact<br />
that the Bundesliga is more than just a television<br />
product. the re-introduction of relegation<br />
matches will bring added sporting appeal and<br />
drama to both the Bundesliga and Bundesliga 2.<br />
the added advantage of this is that instead of<br />
the current four teams, only two will be relegated<br />
directly, giving the clubs better planning security<br />
without taking the excitement from these sports<br />
competitions.<br />
the Bundesliga has set itself high targets in<br />
the development of its product. But only with<br />
such ambitious goals will it have a viable foundation<br />
for the future. a leading player on the<br />
media market, the dFl is taking on more and<br />
more corporate responsibility to ensure that it<br />
continues to act as a buttress in german football.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
the dFl will also sharpen its focus on another<br />
issue in future: improving and enhancing<br />
the image and the profile of the Bundesliga and<br />
the league association, particularly in the eyes<br />
of the political decision makers in Berlin and<br />
Brussels, is one of its most important tasks for<br />
the future. otherwise german professional football<br />
could be threatened by further financial disadvantages<br />
similar to those which have already<br />
resulted from the decisions made by national<br />
institutions, some of which are difficult to relate<br />
to. particularly when compared to the other<br />
european clubs, our clubs have suffered considerable<br />
losses from these decisions which cannot<br />
be compensated for. an exhaustive, rigorous<br />
dialogue with members of the political arena is<br />
therefore essential if we wish to make the needs<br />
of successful licensed football understood.<br />
Beyond BoRdeRs<br />
We wish to enhance the presence and the<br />
weight of the Bundesliga and german professional<br />
football as a whole, not only in germany<br />
but in europe, too. the dFl therefore plays a<br />
particularly prominent role in the european<br />
professional Football leagues (epFl) and<br />
tAXeS And dutieS in ¤<br />
800,000,000<br />
700,000,000<br />
600,000,000<br />
500,000,000<br />
400,000,000<br />
300,000,000<br />
200,000,000<br />
100,000,000<br />
0<br />
665,534,648<br />
524,729,179<br />
140,805,469<br />
2005/2006 2006/2007 2007/2008<br />
the sports Rights owner Coalition (sRoC).<br />
strengthening and improving the innate value<br />
of football and its leagues in europe as well as<br />
the corresponding cultural, economic and social<br />
aspects are european responsibilities which<br />
we cannot ignore, nor do we wish to. Football<br />
cannot allow itself to be held up at the country’s<br />
borders in a europe which is continuously drawing<br />
closer together. Which is why we are taking<br />
on responsibility at this level.<br />
Economic factor<br />
Professional football<br />
pays more than half<br />
a billion euros in taxes<br />
and duties.<br />
licensed Football<br />
Bundesliga<br />
Bundesliga 2<br />
En route to a modern<br />
sports media enterprise:<br />
the league‘s tv production<br />
business was joined<br />
by a new marketing<br />
company in 2008.<br />
22 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 23
StAte of the BundeSligA l CreAting vAlue<br />
the Bundesliga is the benchmark<br />
A<br />
constant wall of noise – singing,<br />
shouting and friendly banter –<br />
accompanies this ever-changing<br />
blur of colour. the scene, though,<br />
is common-place on saturdays at a<br />
station that often acts as a crossroads<br />
for matches across germany’s<br />
Bundesliga, the best-supported<br />
domestic football competition in the<br />
world. and yes, you did read the last<br />
part of that sentence correctly. For<br />
all the hype and often justified praise<br />
that surrounds the premier league, it<br />
is a little-known fact that average<br />
attendances for matches in germany’s<br />
“the Bundesliga has mastered the<br />
balancing act of keeping an eye on the<br />
finances and taking on board the fans.”<br />
By JereMy WilSon<br />
Football Correspondent for the daily telegraph<br />
top league have surpassed their<br />
english equivalent for each of the<br />
past five seasons.<br />
the contention that england automatically<br />
hosts the most exciting world<br />
league is also highly debatable. this<br />
season, the Bundesliga is averaging<br />
more than three goals per game and,<br />
over the past decade, can boast a consistently<br />
superior scoring ratio to the<br />
premier league. the competitiveness<br />
and current unpredictability is also<br />
underlined by the extraordinary story<br />
of 1899 Hoffenheim, a club who have<br />
won four promotions since 2000 and<br />
are based in a village of just 3,272<br />
people. they are sitting above Bayern<br />
Munich at the summit of the Bundesliga.<br />
according to Malcolm Clarke, the<br />
chairman of the Football supporters’<br />
Federation, germany represents “many<br />
of the football values and practices<br />
we should aspire to”.<br />
the differences are certainly considerable,<br />
yet a trip on saturday to watch<br />
Borussia Mönchengladbach’s 2-2 draw<br />
with Bayern Munich certainly underlined<br />
some of the alternative ideas and<br />
structures that english administrators<br />
should consider.<br />
Very modern and<br />
impressive<br />
the league’s surprise<br />
club has a new home.<br />
filled to capacity,<br />
hoffenheim’s new arena<br />
was inaugurated with<br />
spectacular fireworks<br />
and a fantastic light show<br />
on 24 January 2008.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
the day’s first surprise was the<br />
look of incredulity that accompanied<br />
my request for a train ticket. “you are<br />
going to the football?” asked the inspector<br />
at dusseldorf. “yes”, i replied.<br />
“Well, for you, travel is free”.<br />
there is always a particular edge<br />
when Bayern are in town, yet the atmosphere<br />
at Borussia’s 54,000-capacity<br />
stadium was still noticeably more<br />
fevered than any comparable premier<br />
league match.<br />
Flags, banners and balloons<br />
emerged from every corner as the<br />
players came on to the pitch, yet the<br />
generator for this fan electricity was<br />
the existence behind one goal of the<br />
nordkurve, a standing area that accommodates<br />
more than 16,000 supporters.<br />
From a distance, they represented<br />
a swaying, bobbing and uncontrolled<br />
mass of humanity. it looked like a<br />
scene from the 1970s, yet up close it<br />
was clear that considerable thought<br />
has gone into making these standing<br />
areas as safe, spacious and modern<br />
as possible. the sight of stadium<br />
staff moving among the crowd while<br />
selling cheaply priced beer from a<br />
portable backpack would be equally<br />
unimaginable at any english ground.<br />
it is reflective of a genuine<br />
openness towards supporters.<br />
“all training sessions can be freely<br />
attended by the club’s supporters,”<br />
explained Borussia’s communications<br />
director, Markus aretz.<br />
there are also two full-time fans’<br />
representatives, with the membership<br />
structure in germany meaning<br />
that no single person can own<br />
more than 49 per cent of a club.<br />
Bundesliga clubs must also abide<br />
by a strict regulatory framework<br />
concerning their debt levels.<br />
“in england the fans find it<br />
really difficult to get influence,”<br />
said daniela Wurbs, who has lived<br />
and worked in both germany and<br />
england and is the coordinator for<br />
Football supporters international,<br />
a european-wide network for fans.<br />
“i know many english fans who look<br />
towards germany because they feel<br />
a significant decrease in atmosphere.<br />
the standing areas are a matter of<br />
social inclusion because it means the<br />
clubs can provide cheaper tickets.”<br />
the balancing act, it would seem,<br />
is between the relative importance<br />
of needing to generate huge turnovers<br />
to fund wages that will attract<br />
the world’s best players against a<br />
system that focuses so heavily on<br />
involving their supporters.<br />
saturday’s match also displayed much<br />
that is best about german football.<br />
Bayern surged into a 2-0 lead after<br />
goals from luca toni and Franck Ribery,<br />
but that was dramatically wiped out<br />
in the closing minutes in front of an<br />
ecstatic nordkurve. the celebrations<br />
and interaction between the Borussia<br />
players and their supporters lasted<br />
fully 10 minutes after the final whistle.<br />
Few can seriously question the<br />
rise of the premier league over<br />
the past 15 years, yet it is doubtful<br />
whether any country has succeeded<br />
quite like germany in transporting<br />
the soul of football from yesteryear<br />
into a safe and modern environment<br />
while still producing an outstanding<br />
international team and<br />
thriving domestic competition.<br />
the Bundesliga might provide<br />
nostalgic reminders of the past<br />
but, in many respects, it could also<br />
serve as a future example to an<br />
english system currently straddling<br />
a tight-rope between world domination<br />
and the risk of alienating parts<br />
of its traditional support base.<br />
24 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 25
The leaGue aT a<br />
Glance<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
26 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 27
MAtCh operAtionS l CoMMitted to the gAMe<br />
attractive sport constitutes the basis<br />
for the high interest in the Bundesliga of<br />
the viewers, the media and the sponsors.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
committed to the game<br />
holger hieronymus, Deputy Chief Executive Officer of the DFL and Chief Operating<br />
Officer of the DFL, on the highly attractive competition<br />
The most modern stadiums in the world,<br />
more goals than in any other european<br />
top league, and nail-biting, seat-gripping<br />
matches to the very last day – the organization<br />
of a top-class competition forms the very<br />
core of the dFl’s terms of reference. after all,<br />
attractive football is the basis for the immense<br />
interest of the viewers, the media and sponsors<br />
in the Bundesliga.<br />
excitement and anticipation Rule<br />
– FoR the 45th season Running<br />
despite the fact that Fc Bayern munich secured<br />
championship victory early on, the 45th Bundesliga<br />
season 2007/2008 was an out-and-out<br />
exciting and entertaining competition to the end.<br />
to an outsider, it may have looked like a one-team<br />
race, but there is no doubt that the high sums<br />
invested in the pool of players, such as luca toni<br />
and Franck Ribéry, made the Bundesliga even<br />
more attractive. the balanced nature of the competition,<br />
however, was retained in many cases:<br />
the gap, for instance, between the top and the<br />
middle section of the league table is the smallest<br />
since three years. going neck-and-neck for<br />
almost the whole season, it took Werder Bremen<br />
and schalke 04 until the very last match day<br />
to decide who went through to the champions<br />
league (answer: Bremen). the race for the last<br />
two places in the ueFa cup were also open right<br />
up to the 90th minute of the 34th match day:<br />
prior to the final, the teams on fourth to seventh<br />
position were level on points before hamburger<br />
sV and Vfl Wolfsburg asserted themselves. the<br />
teams at the bottom of the league table were<br />
filled with both hope and fear to the very end<br />
when 1.Fc nürnberg, F.c. hansa Rostock and<br />
msV duisburg all suffered relegation.<br />
the current season also reflects how wellbalanced<br />
and attractive the league is: with breathtaking<br />
speed Bundesliga newcomer hoffenheim,<br />
the 50th club to be promoted to the Bundesliga,<br />
has established itself at the top. in inimitable<br />
style, hoffenheim marched right through from<br />
the third division (south leg), delighting and<br />
impressing fans and opponents alike with their<br />
attacking play. in its first Bundesliga season,<br />
the club sponsored by dietmar hopp successfully<br />
ended the first half of the season as league<br />
leader ahead of Fc Bayern.<br />
another driving force behind the Bundesliga’s<br />
attractiveness lies in the fact that it is<br />
producing more and more goals each season.<br />
take last season where an average of 2.81 goals<br />
per match were scored. no other european top<br />
league comes anywhere close to this figure.<br />
it is a development that has been going for a<br />
Kevin Kuranyi<br />
the striker from fC<br />
Schalke 04 putting<br />
on an acrobatic act for<br />
the crowd.<br />
28 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 29
MAtCh operAtionS l CoMMitted to the gAMe<br />
couple of years now. during the first half of the<br />
2008/2009 season, the Bundesliga clubs even<br />
scored an average of 3.02 goals per match.<br />
a figure last seen in the 1980s. and 1899 hoffenheim<br />
was the highest scoring team with 42 goals.<br />
With 51 goals in 17 games, spanish league leaders<br />
Fc Barcelona are the only international club to<br />
outscore the so-called Winter champions, the<br />
honorary title awarded to the german league<br />
leaders at the halfway mark in the season.<br />
pRomotion and deVelopment oF<br />
young talent Reaps ReWaRds<br />
it is immensely encouraging to see a growing<br />
number of young players become first-team<br />
regulars as the youth development system is<br />
beginning to bear fruit. this is an area in which the<br />
dFl works hand in hand with the german Football<br />
association (dFB) and the licensed clubs. as a<br />
result, a whole generation of young, first-rate<br />
goalkeepers has been produced with the likes of<br />
René adler (Bayer 04 leverkusen), manuel neuer<br />
(Fc schalke 04) and michael Rensing (Fc Bayern<br />
munich). the selected u19 national team winning<br />
BeSt AttACKing plAy goals per match across europe 2008/2009*<br />
germany<br />
Bundesliga<br />
Bundesliga 2<br />
england<br />
premier league<br />
championship<br />
Spain<br />
primera división<br />
segunda división<br />
italy<br />
serie a<br />
serie B<br />
france<br />
ligue 1<br />
ligue 2<br />
1st division 2nd division * as at: 15 January 2009<br />
2.26<br />
2.25<br />
2.29<br />
the european championship is further proof that<br />
the league’s commitment to promoting young<br />
players is yielding some excellent results.<br />
since 2002, german professional clubs have<br />
only been awarded a licence if they maintain an<br />
academy or boarding school for their young<br />
players. last season, a total of 258 teams from<br />
under-12s to under-23s and around 5,000<br />
players came from the clubs and joint stock<br />
companies which invested ¤ 69.2 million in its<br />
young recruits. the youth development academies<br />
are constantly vetted through the Foot<br />
pass certification procedure which the dFl<br />
developed in cooperation with the Belgium<br />
company double pass. depending on the result<br />
they are then awarded up to three stars. the<br />
investment into the youth academies can even<br />
pay off directly: around ¤ 4 million from the<br />
solidarity pool of the ueFa were distributed<br />
to the clubs during the 2007/2008 season<br />
depending on their certification. the clubs<br />
received the new initiative so well that some of<br />
the youth academies in the meantime have<br />
already gone through another evaluation run.<br />
2.56<br />
2.48<br />
2.41<br />
2.49<br />
3.02<br />
2.90<br />
2.94<br />
Producing more<br />
and more goals<br />
internationally, only<br />
fC Barcelona can top<br />
the 42 goals scored<br />
by 1899 hoffenheim,<br />
league leaders at the<br />
halfway mark in the<br />
season. With an aver -<br />
age of 3.02 goals per<br />
match the Bundesliga<br />
even manages to out -<br />
score primera división<br />
(2.94 goals).<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
on examination it also came to light that the<br />
clubs managed different areas extremely well.<br />
to ensure that youth coaching is further improved<br />
across the board the dFl has joined<br />
hands with the dFB and the managers of the<br />
academies to draw up a Best practice guide.<br />
the guide, which will be based on the results of<br />
the certification process, will be made available<br />
to all youth academies in the summer.<br />
suppoRting youth coaching<br />
acRoss euRope<br />
When it comes to youth training, promotion<br />
and development, german licensed football<br />
deliberately takes a broader view past professional<br />
football and ensures that former coaching<br />
clubs are compensated for their commitment to<br />
training and developing young players. if a club<br />
lets an amateur or licensed player, who during<br />
that season will not turn older than 23, out on the<br />
Investment in the future<br />
the league invested<br />
¤ 69.2 million in its young<br />
recruits last season.<br />
pitch during a championship match, the player’s<br />
former clubs will be remunerated for the training<br />
they provided from a solidarity fund set up<br />
voluntarily by the league association. if the<br />
player was coached by several clubs, those clubs<br />
are compensated according to a set formula.<br />
this fair way of dealing with former training clubs<br />
is not common international practice. Quite the<br />
reverse: it seems that accepted practice in the<br />
recent past was for many clubs to woo away<br />
talented, under-age players even from other<br />
countries before they had the chance to sign<br />
their first contract with the club that trained<br />
them. a state of affairs which the dFl will not<br />
tolerate for its clubs. in international committees<br />
and on forums relating to sports policy the dFl<br />
are doing what they can to ensure that the club<br />
which trained the player is also the first to sign<br />
him. the aim here is to avoid clubs being deprived<br />
from reaping the fruits of their coaching efforts.<br />
30 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 31
MAtCh operAtionS l CoMMitted to the gAMe<br />
the dFl actively supports the notion of a common<br />
set of football rules for the whole of europe<br />
currently debated in ueFa’s strategy council by<br />
the european association of professional Football<br />
leagues (epFl), the european club association<br />
(eca) and the international Federation of<br />
professional Footballer’s associations (FiFpro).<br />
such issues are also discussed in the european<br />
social dialogue committee to achieve better<br />
legal security, particularly for the transfer rules<br />
pertaining to the market in europe.<br />
an inteRnational Result<br />
to Be pRoud oF<br />
the different financial backgrounds of the leagues<br />
are often cited as the reason for the lack of international<br />
clout. But not all european performances<br />
of the Bundesliga can be explained away with the<br />
german clubs’ low income compared to their<br />
competitors. thus it seems quite worrying that<br />
only one Bundesliga club managed to get through<br />
the group stage of the champions league in the<br />
current and the last season (namely Fc Bayern<br />
munich and Fc schalke 04, respectively). clubs<br />
such as Fenerbahce istanbul, olympiakos piräus<br />
or celtic glasgow had as few superstars during<br />
the 2007/2008 season as Fc Villarreal, sporting<br />
lissabon or panathinaikos athen who have<br />
made it through to the last sixteen.<br />
yet german professional football has a lot<br />
of outright experts working at the clubs. the emphasis<br />
is put on specific expertise and different<br />
training units might be run by different experts,<br />
making even higher demands of the manager<br />
who has to coordinate his staff. coach education<br />
in germany is seen as exemplary. licensing<br />
regulations demand that only approved football<br />
coaches are allowed to coach a professional<br />
club.<br />
on the whole, the Bundesliga need not fear<br />
comparison with the european elite. in the<br />
2007/2008 season Fc schalke 04 reached<br />
the quarter-finals of the champions league.<br />
the ueFa cup record clocked up so far by the<br />
german teams is quite presentable: five Bundesliga<br />
clubs, namely leverkusen, Bremen, Bayern<br />
munich, hamburg and nuremberg made it to the<br />
Oliver Baumann<br />
the 18-year old goalie of<br />
SC freiburg’s u19 team<br />
has already won two<br />
caps for germany’s u19<br />
national team.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
pointing the way to the future<br />
In germany, we occasionally have a<br />
hard time using the term elite and all<br />
its derivatives. the ‚elite schools of<br />
german Football’ cannot have anything<br />
to do with this impediment. their mission<br />
is not only to develop and promote<br />
particularly talented players, but to<br />
produce sound and firmly grounded<br />
personalities as well. oliver Baumann<br />
is one such elite student who stands to<br />
gain from the perfect interaction between<br />
professional clubs, the dFl and<br />
local schools. the 18-year old goalie of<br />
sc Freiburg’s u19 team benefits from<br />
the support of the Freiburg football<br />
school which over the past years has<br />
coached numerous football talents.<br />
Baumann’s declared objective: “i want<br />
to become a professional player.”<br />
But, on the way to the very top,<br />
an obsession with and passion for the<br />
sport isn’t everything that he has been<br />
taught during his eight years with sc<br />
Freiburg. he passed his exams at the<br />
max Weber school last year and can<br />
now study at a university of applied<br />
sciences. since august 2008, he’s been<br />
working as caretaker at the Freiburg<br />
gymnastics club, where he goes for<br />
his social service placement. it is<br />
extremely important to the integrated<br />
training concept that the network of<br />
school, youth academy and association<br />
interact perfectly. “so far, trying to fit in<br />
school with my social work hasn’t been<br />
a problem,” says Baumann. since the<br />
football school at the mösle stadium<br />
was established in 2001, sc Freiburg‘s<br />
young footballers have enjoyed ideal<br />
conditions to combine their academic<br />
and sporting education.<br />
While set in a scenic environment,<br />
Freiburg has always been aware of its<br />
structural shortcomings, knowing that<br />
the club needs to carefully nurture<br />
its own talent to ensure its survival in<br />
professional football in the long run.<br />
thus those in charge made a virtue of<br />
necessity, reaping the fruits of their<br />
work last season when their u19 team<br />
came home with the german championship<br />
trophy. But it’s not just about<br />
the sporting glory. “We see to it that<br />
our players also take the off-pitch<br />
education seriously,” Jochen saier, head<br />
of the football school, on the twin-track<br />
approach adopted by sc Freiburg.<br />
Because the majority of the young guns<br />
will not make it as professional players<br />
they need to be able to cope in other<br />
social environments in which they will<br />
also be faced with victories, defeats<br />
and setbacks.<br />
neVeR lose sight oF<br />
youR goals<br />
the everyday strain that Baumann<br />
takes on to achieve just this is high. his<br />
alarm goes off at six in the morning at<br />
his parent’s house in Bad Krozingen<br />
near Freiburg so that he can get to<br />
his social service placement on time<br />
at the Freiburg gymnastics club<br />
30 kilometres away. he carries out<br />
his caretaker duties until four in the<br />
afternoon and then goes to the football<br />
school to the east of Freiburg to do his<br />
seven to nine training units per week.<br />
despite the physical and psychological<br />
strain, twice-capped u19 national<br />
player Baumann sees no cause for<br />
complaint: “obviously the programme<br />
can be tough at times, but i am aiming<br />
very high, and can only achieve my goal<br />
if i pace myself accordingly.” his efforts<br />
have already been rewarded during<br />
this year’s winter preparation when he<br />
trained alongside the professional side<br />
in the camp in mijas in spain. as a rule,<br />
he practises with the second team of<br />
the sc which is in the fourth division<br />
and only joins the u19 team for the<br />
“We make sure the players<br />
take their off-pitch education<br />
just as seriously.”<br />
JoChen SAier<br />
head of sc Freiburg’s youth academy<br />
final training session. a perfectly<br />
normal combination of circumstances.<br />
“We make sure that the younger players<br />
are introduced to a higher class of<br />
football early in their training,” explains<br />
christian streich, u19 coach and<br />
assistant coach of first-team coach,<br />
Robin dutt.<br />
there are just too many imponderables<br />
involved to say with any certainty<br />
whether Baumann will ever manage to<br />
make the transition to the top flight of<br />
german football. however, even now<br />
it is quite obvious that the concept of<br />
the elite football school has not only<br />
posed a real sporting challenge, but<br />
also made sure of one thing: he never<br />
lost touch of his roots and knows what<br />
life is about beyond the confines of the<br />
pitch. in a word – the embodiment of<br />
the very idea that lies behind the ‘elite<br />
school of german Football’.<br />
32 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 33
MAtCh operAtionS l CoMMitted to the gAMe<br />
Fighter with great<br />
potential<br />
Chilean Arturo vidal,<br />
deemed one of the<br />
greatest defensive<br />
talents.<br />
intermediate round of the ueFa cup; Bayer 04<br />
leverkusen bailed out only in the quarter-finals<br />
whilst Bayern munich even made it to the semifinals.<br />
given the widely varying income situation,<br />
the champions league is anything but a level<br />
playing field. and given such distorted competition,<br />
the dFl no longer deems it a real<br />
measure of things. From the semi-finals onwards<br />
– if not earlier – it is a contest dominated<br />
by finance, with highly-indebted clubs vying for<br />
the trophy. during the last three seasons, only<br />
clubs from england, spain and italy played from<br />
the semi-finals onwards. the last club from<br />
a financially weaker league to break through<br />
this battery was dutch psV eindhoven in the<br />
2004/2005 season.<br />
the Bundesliga – moRe than Just<br />
90 minutes oF FootBall<br />
the reintroduction of relegation matches<br />
between Bundesliga and Bundesliga 2 as well<br />
as Bundesliga 2 and the newly established third<br />
division from this season is bound to increase<br />
on-pitch drama and off-pitch excitement. these<br />
decisive matches – yet to be exactly timed but<br />
planned to take place around the german cup<br />
final weekend – will be the crowning finale to an<br />
exciting season, for both the fans in the stadiums<br />
and those watching it all on tV.<br />
german professional football has clocked<br />
its sixth successive attendance record in the<br />
2007/2008 season with over 17 million fans<br />
watching the 612 Bundesliga and Bundesliga 2<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
More fAnS thAn ever development of attendance figures since 1963<br />
34 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 35<br />
tickets sold<br />
20,000,000<br />
18,000,000<br />
16,000,000<br />
14,000,000<br />
12,000,000<br />
10,000,000<br />
8,000,000<br />
6,000,000<br />
4,000,000<br />
2,000,000<br />
0<br />
11,775,583<br />
foundation of<br />
the Bundesliga 2<br />
17,432,953<br />
11,926,395<br />
5,506,558<br />
1967/1968<br />
1967/1968<br />
1977/1978<br />
1977/1978<br />
1987/1988<br />
1987/1988<br />
1997/1998<br />
1997/1998 2007/2008<br />
fixtures in the stadiums. Football is much more<br />
than a mere match of 90 minutes to those following<br />
it in the stadiums. the scene for a Bundesliga<br />
match is set well before kick-off and the fans<br />
are an integral part of this production. it’s the<br />
singing, cheering and crowd choreography on<br />
the terraces that make a Bundesliga match so<br />
special. over 530,000 supporters are registered<br />
members of the 12,174 official fan clubs of the<br />
36 clubs and joint stock companies of the<br />
Bundesliga and Bundesliga 2. Week after week<br />
these avid fans create a sensational and unique<br />
atmosphere in sold-out stadiums that even the<br />
league’s international stars marvel at. What<br />
better advertisement for german professional<br />
football than the fans that passionately follow<br />
their clubs through thick and thin over the whole<br />
season?<br />
gReat stoRe set By Fan suppoRt<br />
as professional football can only be a success on<br />
all fronts if the parties concerned pull together,<br />
the dFl has adopted a more professional approach<br />
to keeping the dialogue with supporters<br />
going. two years ago, the dFl set up a coordination<br />
office for all things involving supporters,<br />
staffed by a full-time fan representative. the<br />
dFl also provides financial support for fan<br />
Inimitable<br />
the fans’ euphoric support<br />
turns each match<br />
into a special event.<br />
licensed Football<br />
Bundesliga<br />
Bundesliga 2<br />
Over 17,000,000<br />
Fans passiOnatELy FOLLOWED<br />
thE bunDEsLiga anD bunDEsLiga 2<br />
in thE arEnas.<br />
this is the sixth successive attendance record and unique in<br />
european licensed football.
MAtCh operAtionS l CoMMitted to the gAMe<br />
projects in the Bundesliga and Bundesliga 2.<br />
a regular consultation process has been put in<br />
place aimed at further promoting relations, with<br />
views and information exchanged on the basis of<br />
mutual trust. Whilst in the beginning the fan reps<br />
were spending most of their time with security<br />
and safety-related issues, their role has changed<br />
considerably in the meantime. their direct contact<br />
to the fan groups on the terraces in the stadium,<br />
their participation in trips to away matches<br />
and the countless talks with representatives and<br />
key players gives them first-hand experience<br />
Sold out<br />
A unique atmosphere<br />
prevails throughout<br />
the invariably sold-out<br />
stadium of St pauli.<br />
of the trials and tribulations of the everyday<br />
football fan. this is why the fan reps are a first<br />
point of contact when it comes to kick-off times,<br />
the match schedule, stadium bans to be imposed<br />
or problems with tickets. to a certain extent they<br />
act as interpreters by helping to make groups<br />
and individuals, be it clubs and fans, fans and<br />
security or even fans and the dFl understand<br />
the different needs involved. to support these<br />
endeavours, the dFl has gone to a lot of trouble<br />
to provide the fan reps with a qualification,<br />
further training and professionalisation. Further<br />
Promoting relations<br />
taLking tO, but nOt<br />
abOut EaCh OthEr<br />
true to this motto, the league engages openly with the fan organisations.<br />
Special fan representatives look after the supporters’ interests at the clubs<br />
on a full-time basis, always with an open ear for their suggestions and wishes.<br />
only then can professional football be a success at all levels.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
training courses, and in particular the guide to<br />
Working with Fans which will be published for<br />
the first time at the beginning of 2009 provide<br />
the primarily voluntary staff with guidelines on<br />
how to deal with their varied tasks. true to the<br />
motto ‘talking to, but not about each other’ the<br />
dFl aims at keeping in touch with the different<br />
fan group organizations, thus promoting greater<br />
communication between those involved.<br />
the supporters put many suggestions and<br />
requests to the dFl. the match schedule and<br />
kick-off times, but also the monday match shown<br />
on the channel dsF are often at the centre of<br />
attention. although the dFl is prepared to listen<br />
to these concerns and always strives to mediate<br />
between all the parties it must be understood<br />
that it cannot fulfil each and every wish and its<br />
first duty lies with meeting the requirements of<br />
the clubs.<br />
a neW match schedule<br />
– a BRighteR outlooK<br />
Fully aware that the new match schedule for<br />
the 2009/2010 season is going to cause some<br />
raised eyebrows, the dFl nonetheless had to<br />
introduce a third match on sundays to accommodate<br />
the tight schedules of clubs engaged in<br />
ueFa’s club competitions. although in the past<br />
the dFl provided two alternative match dates<br />
and coordinated sunday kick-off times with the<br />
broadcasters to react flexibly to the requirements<br />
of the clubs, the new match schedule<br />
provides additional planning security for all<br />
participants.<br />
admittedly, adding another two kick-off<br />
times to the Bundesliga timetable is the consequence<br />
of pretty straightforward economic<br />
thought – screening two more live matches at<br />
the weekend will generate higher revenue from<br />
media rights. it is exactly this revenue, however,<br />
that the clubs also need to fund an attractive<br />
league packed with german and international<br />
stars, to provide supporters with affordable<br />
tickets and offer up the world’s most state-ofthe-art<br />
stadiums. the Bundesliga 2 timetable<br />
has also been revamped, now boasting four kickoff<br />
times on four days. introducing a saturday<br />
Mladen Petric<br />
hamburg striker with<br />
unerring goal-scoring<br />
instinct and one of the<br />
league’s top players.<br />
match date increases the clubs’ coverage on free<br />
tV, at the same time making the Bundesliga 2<br />
more attractive to the general public. the match<br />
on monday continues to guarantee high ratings.<br />
For the first time the winter break next season<br />
will be a lot shorter.<br />
a necessary decision as the finals of the<br />
champions league from this year on will be<br />
played at a weekend, thus knocking off one more<br />
match day. this led to additional scheduling<br />
problems which had to be addressed. Based on a<br />
survey which gathered the opinions of the clubs<br />
and their medical departments, it was decided to<br />
shorten the winter break to three weeks come<br />
the next season.<br />
as in the past, there will be no matches at<br />
christmas and the turn of the year. despite<br />
different motives for all these adjustments and<br />
measures, they all have the same aim: to lay the<br />
foundations for an exciting competition and topclass<br />
football.<br />
36 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 37
MARKETING AND COMMUNICATION l A pOpULAR BRAND<br />
One of the most important strategic<br />
goals is to promote the force of the<br />
brand in all its dimensions.<br />
STATE Of THE BUNDESLIGA DIVISIONS SUBSIDIARIES BUNDESLIGA-STIfTUNG LICENSED CLUBS fACTS & fIGURES<br />
A Popular Brand<br />
Tom Bender, Chief Marketing Officer of the DFL, about the key importance<br />
of brand management and the excellent image enjoyed by the Bundesliga<br />
Professional football in Germany has been<br />
deeply rooted in society from its inception<br />
in 1963 and remains a favourite topic for<br />
conversation of people from all walks of society.<br />
Naturally, the DFL wants to keep it this way – a<br />
major challenge in this digital age of ever more<br />
fragmented audiences and target groups, but<br />
one that the League is set to tackle by looking<br />
after its brands, launching its own media campaigns<br />
and further developing the Bundesliga’s<br />
brand profile. What is more, self-produced media<br />
content is to set up more opportunities for the<br />
creation of added value.<br />
The figures speak for themselves – 32.28<br />
million people in Germany profess an interest in<br />
football, and 99 per cent of respondents know<br />
what the Bundesliga is. At a time when a huge<br />
number of protagonists are competing for the interest<br />
and attention of spectators, sponsors and<br />
the media, the League has an excellent starting<br />
EVERYBODY KNOWS THE BUNDESLIGA<br />
Popularity of individual football leagues and competitions<br />
as percentage of general public aged 14+<br />
position. After all, it is one of the most important<br />
strategic objectives to promote the force of the<br />
brand in all its dimensions, both as complementary<br />
to the clubs‘ activities and as a trademark<br />
in its own right. Consistent brand development<br />
and management is not only at the heart of any<br />
image-building effort, it is also the basis for value<br />
retention and enhancement, and for creating<br />
opportunities to realise additional brand-related<br />
revenue in the future.<br />
In keeping with this philosophy, the League<br />
has invested in its own brand for a number of<br />
years now, the method of choice being advertising.<br />
Last year, for example, the DFL together<br />
with the renowned agency Scholz & Friends and<br />
the creative network Hello White Parrot devised<br />
a print campaign coinciding with the end of the<br />
2007/2008 season. The basic message was<br />
one of thanks and appreciation – to all those<br />
millions of loyal supporters in the stadiums and<br />
A fixture<br />
The Bundesliga<br />
is widely popular<br />
and also elicits<br />
the most interest.<br />
38 BACK<br />
BuNDeSLIGA RePORT 2009 BuNDeSLIGA RePORT 2009 39<br />
Bundesliga<br />
Bundesliga 2<br />
German<br />
FA Cup<br />
Champions<br />
League<br />
Premier<br />
League<br />
24<br />
22<br />
22<br />
84<br />
84<br />
86<br />
84<br />
77<br />
80<br />
89<br />
90<br />
92<br />
99<br />
99.5<br />
98<br />
STILL MOST INTERESTING LEAGUE<br />
Interest in individual football leagues and competitions<br />
Bundesliga<br />
German<br />
FA Cup<br />
Champions<br />
League<br />
Bundesliga 2<br />
Premier<br />
League<br />
18<br />
14<br />
13<br />
68<br />
64<br />
66<br />
as percentage of football fans (around 32.28 million)<br />
77<br />
78<br />
74<br />
76<br />
73<br />
76<br />
94<br />
93<br />
93<br />
2008<br />
2007<br />
2006
MARKETING AND COMMUNICATION l A pOpULAR BRAND<br />
Brand messages<br />
The League is turning<br />
over a new leaf in<br />
communications with<br />
its Athletes for Athletes<br />
campaign. Right: Oliver<br />
Kahn’s farewell was subject<br />
of a specially created<br />
advertising campaign.<br />
Symbol<br />
In addition to the<br />
championship trophy<br />
a new trophy has been<br />
developed for the<br />
Bundesliga 2 champions,<br />
to be awarded this<br />
season for the<br />
first time.<br />
at home in front of their TV sets; to goalkeeping<br />
icon Oliver Kahn who hung up his gloves after<br />
an outstanding career; and, not least, to the<br />
media representatives whose coverage of all<br />
612 Bundesliga and Bundesliga 2 matches made<br />
every one of them a memorable event. On an<br />
even larger and more comprehensive scale, the<br />
DFL ran the Athletes for Athletes campaign to<br />
mark the launch in August 2008 of its cooperation<br />
with the Stiftung Deutsche Sporthilfe, the<br />
Acht Meistertitel, sechs Pokalsiege, mit über 550 Einsätzen<br />
die meisten Bundesligaspiele eines Torwarts, davon mehr als 190<br />
ohne Gegentor – eine außergewöhnliche Karriere!<br />
Danke, Oliver Kahn.<br />
German sport aid foundation. This partnership<br />
is guided by the idea of applied solidarity in<br />
top-level sports. The clubs and the DFL use the<br />
immense pulling power of the Bundesliga to create<br />
greater public awareness of the accomplishments<br />
of athletes in other sports and the mission of<br />
the foundation. The 19th match day was fully<br />
dedicated to the Athletes for Athletes theme,<br />
featuring numerous activities in the stadiums as<br />
well as a special print and on-air campaign, also<br />
conceived in cooperation with Scholz & Friends.<br />
Millions of viewers saw the TV commercials<br />
broadcast by the League’s various TV partners<br />
and were impressed with professional football’s<br />
commitment, credibly and charmingly symbolised<br />
by Wolfsburg’s head coach Felix Magath<br />
giving Olympic Pentathlon gold medal winner<br />
Lena Schöneborn a helping hand. In an instant,<br />
people realised how important the Sporthilfe<br />
is and that Olympic Sports and professional<br />
football are part of one big family. With Lena<br />
Schöneborn, Britta Heidemann, Ole Bischoff,<br />
Matthias Steiner and Steffi Nerius, four Olympic<br />
champions and one european champion were<br />
more than happy to do their bit, while football<br />
was capably represented by coaches Felix<br />
Magath and Bernd Schuster, as well as players<br />
Thomas Hitzels perger, Diego Benaglio, Clemens<br />
Fritz and Gerald Asamoah.<br />
OWN TROPHY FOR THe BuNDeSLIGA 2<br />
In any brand-building effort, symbols are a key<br />
factor; just think of the Bundesliga logo that was<br />
introduced in 2002 and, of course, the trophy<br />
itself – the famous silver disc proudly held aloft<br />
STATE Of THE BUNDESLIGA DIVISIONS SUBSIDIARIES BUNDESLIGA-STIfTUNG LICENSED CLUBS fACTS & fIGURES<br />
Die DFL bedankt sich bei allen Sportjournalisten für eine packende<br />
und leidenschaftliche Berichterstattung in der Saison 2007/2008.<br />
0805_CS3_39L_210x297_AZ_BundesLigaSaison.indd 1 19.05.2008 11:53:13 Uhr<br />
by championship-winning sides since 1963.<br />
With these, professional football has two<br />
inimi table signs of truly exceptional recognition<br />
and popu larity value. As of the current season,<br />
they are going to be complemented by the<br />
Bundesliga 2’s own trophy. Looking back on<br />
almost three decades of history, this league is<br />
an exciting competition and, in marketing terms,<br />
a product with a unique selling point. A poll con -<br />
ducted by market researchers TNS Sport proves<br />
the league’s excellent popularity values. The<br />
Bundesliga 2 is a household name for 89 per<br />
cent of respondents, which even beats the ueFA<br />
Champions League and the German FA Cup, both<br />
of which come in at 84 per cent. In addition, the<br />
Bundesliga 2 boasts conditions that are anything<br />
but second-rate, with football played in first-rate<br />
2006 World Cup arenas (Nuremberg, Munich,<br />
Kaiserslautern, and Frankfurt) and seven other<br />
stadiums that either are state-of-the-art already<br />
(Mainz, Freiburg, Duisburg, St. Pauli) or soon<br />
will be, once refurbishment has been completed<br />
(Aachen, Augsburg, and Ingolstadt).<br />
ANOTHeR FIRST – THe OFFICIAL<br />
MATCH BALL<br />
Inviting bids from manufacturers to supply the<br />
official match ball starting with the 2010/2011<br />
season will be another new departure for the<br />
Bundesliga, and adds a new symbol to the league.<br />
By opening up a substantial new source of marketing<br />
income, sharpening the brand profile, and<br />
launching an object that brings the Bundesliga<br />
brand to life, the League is about to score a veritable<br />
hat trick. This step towards standardization<br />
Committed<br />
Egypt’s first Lady,<br />
Suzanne Mubarak,<br />
welcomes Tom Bender,<br />
Chief Marketing Officer<br />
of the DfL, during a social<br />
mission of the EpfL.<br />
LIEBE BUNDESLIGA-FANS:<br />
IHR SEID DIE BESTEN!<br />
Über 17 Millionen Stadionbesucher, mehr als 2,7 Milliarden * Fernsehzuschauer.<br />
Erst durch Euch wird die Bundesliga zu dem, was sie ist. Danke für eine tolle Saison!<br />
was long in the making and will be in the interest<br />
of competitive neutrality. It also comes as the<br />
response to a frequently voiced request, mainly<br />
by goalkeepers – in the 2007/2008 season, players<br />
had to adapt to not fewer than eight different<br />
brands of ball.<br />
ASSuMING ReSPONSIBILITY FOR SPORT<br />
As demonstrated with the Athletes for Athletes<br />
campaign, the Bundesliga is prepared to use all<br />
possible means to meet its social responsibility.<br />
Past examples for this include the ‘Show Racism<br />
the Red Card’ campaign and several benefit<br />
matches, all proceeds of which were earmarked<br />
for people in need. In addition, the DFL is going to<br />
send a clear signal of solidarity with organizations<br />
fighting hunger and poverty in the world<br />
40 BACK<br />
BuNDeSLIGA RePORT 2009 BuNDeSLIGA RePORT 2009 41<br />
* laut IFM Medienanalysen GmbH
MARKETING AND COMMUNICATION l A pOpULAR BRAND<br />
Brand work at top Bundesliga level<br />
In future, two types of products<br />
and services will win the race – the<br />
cheap ones and the special ones.<br />
The special ones come equipped with a<br />
clear and fascinating brand character.<br />
In addition to boasting the perfect<br />
product, the Bundesliga is well on<br />
the way to communicating a positive,<br />
emotional and social brand character<br />
and not without reason – it’s the result<br />
of professional brand work.<br />
What sets brands such as Nike,<br />
Sony, Apple or Mercedes apart from<br />
others? Why are they so successful<br />
even in difficult times? They stand for<br />
a well-defined set of values! A major<br />
brand player has followers. And fans.<br />
The DFL is working hard, not only to<br />
boost even further their popularity<br />
(a well-nigh impossible task, given<br />
its almost universal recognition) but<br />
also to continue communicating the<br />
Click hit<br />
With more than 92 million<br />
hits per month,<br />
bundesliga.de has a<br />
fantastic reach, which<br />
makes the website<br />
an excellent conveyor<br />
of brand messages<br />
(see advert, right).<br />
“The DFL is fully aware of the signs<br />
of modern brand work.”<br />
BY ANDREAS RApp<br />
Managing Partner of brand consulting and communications agency<br />
THe BRAND ORCHeSTRA GMBH<br />
Bundesliga brand’s high-quality, ‘soft’<br />
selling points to all those people out<br />
there – and pulling out all stops, too.<br />
THe BuNDeSLIGA IS A<br />
DeMOCRATIC BRAND<br />
It is open to all, generates a passion for<br />
the sport itself and is on a social mission:<br />
supported by its partner Stiftung<br />
Deutsche Sporthilfe, the DFL has<br />
launched its very own social marketing<br />
concept and developed the Athletes<br />
for Athletes campaign.<br />
The DFL’s marketing concept underlines<br />
this partnership with an integrated<br />
communications campaign, ranging<br />
from TV commercials to print media<br />
and high-profile publicity. What is so<br />
impressive: in all advertising campaigns<br />
the Bundesliga brand behaves like all<br />
the major brands – it does not push<br />
itself brashly forward, au contraire, it<br />
honours the performance of the Olympic<br />
athletes and champions. In the same way<br />
as cult brands such as Nike or adidas do!<br />
It’s an authentic and basically unpretentious<br />
campaign without any over-the-<br />
top advertising. The personalities come<br />
across as genuine and credible, thus<br />
superbly illustrating the support idea<br />
behind the concept.<br />
The nationwide advertisement<br />
cam paign ‘A goalie leaves – the legend<br />
remains’ to honour Oliver Kahn upon his<br />
retirement from life between the posts is<br />
a small but very select jewel in the world<br />
of communication. The very fact that the<br />
Bundesliga as an organization makes<br />
such a highly public statement goes to<br />
show that its leaders have realised how<br />
important it is to integrate celebs with<br />
role-model potential. An approach which<br />
is worth pursuing in the future. <strong>Online</strong><br />
communication plays a major role in the<br />
Spannendes Liga-Radio<br />
Bei 612 Spielen immer<br />
90 Minuten live am Ball.<br />
Offizielle Datenbank<br />
Alle Daten und Zahlen sowie<br />
die Fakten von 1963 bis heute.<br />
Ausführlichster Live-Ticker<br />
Unerreichte Datentiefe – mehr<br />
Infos liefert keiner im Internet.<br />
WWW.MEHR-BUNDESLIGA-<br />
GEHT-AUF-KEINE-SEITE.DE<br />
BUNDESLIGA.DE<br />
Mehr Bundesliga geht auf keine Seite.<br />
Exklusives Videoportal<br />
Die besten Tore, Interviews und<br />
ausführliche Hintergrundberichte.<br />
AZ_BL_Portraits_NRZ.indd 1 13.05.2008 14:03:13 Uhr<br />
STATE Of THE BUNDESLIGA DIVISIONS SUBSIDIARIES BUNDESLIGA-STIfTUNG LICENSED CLUBS fACTS & fIGURES<br />
future. In fact, the Bundesliga services<br />
that are available online are already<br />
important now and will continue to be so.<br />
The web and print campaign underlines<br />
the Bundesliga’s market leadership in the<br />
football content segment. The core idea<br />
behind the Bundesliga’s online campaign<br />
“Mehr Bundesliga geht auf keine Seite”<br />
(which roughly translates to “You won’t<br />
find more Bundesliga on any other page”)<br />
hits the nail on the head – the unique<br />
selling point of bundesliga.de is impressively<br />
demonstrated. There aren‘t many<br />
good online campaigns about, but this is<br />
definitely one!<br />
Taking the idea further, headlines<br />
such as “Wieviel-km/h-hat-eine-Laola-<br />
Welle.de” (which roughly translates to<br />
“How-fast-does-a-Mexican-wave-go”)<br />
emphasize that bundesliga.de is not just<br />
authentic, it also has a sense of humour.<br />
And here comes the good part: type this<br />
headline into your browser window and<br />
you’ll be swiftly taken to bundesliga.de! A<br />
prime example of modern ad marketing.<br />
every day, the DFL is in touch with a<br />
host of different interest groups; supporters<br />
and media representatives being<br />
the two most important ones. The ads<br />
of thanks at the end of the season are a<br />
successful and charming way to communicate<br />
directly with fans and media reps<br />
alike, showing the Bundesliga’s appreciation<br />
of them. If there had been anybody<br />
whose heart and mind were still to be<br />
won, these ads have done the trick.<br />
The DFL is fully aware of the signs<br />
of modern brand work and has taken up<br />
new trends, incorporating them into its<br />
philosophy. This is what adds up to good<br />
brand communication and what gives<br />
the Bundesliga an emotional, positive<br />
and social brand personality – now and<br />
in the future.<br />
Home-grown format<br />
Goal! The Bundesliga Maga -<br />
zine is offered weekly to<br />
international licensees for<br />
broadcasting.<br />
– by joining the ‘Professional Football Against<br />
Hunger’ campaign launched by the Association of<br />
european Professional Football Leagues (ePFL)<br />
and the Food and Agriculture Organisation of the<br />
united Nations (FAO). All ePFL member leagues<br />
are committed to harnessing the power of foot -<br />
ball to help more than 960 million people around<br />
the world in their plight. under the guidance of<br />
the Spanish Primera División and the DFL, March<br />
2009 will see a europe-wide day of action to<br />
present the campaign in almost one thousand<br />
stadiums across the continent. Next on the<br />
agenda comes the essential move of uniting<br />
under one national roof whatever social and<br />
charitable initiatives are already being run by<br />
the clubs at local and regional level. In February<br />
2009, the League Association and the DFL<br />
officially established the Bundesliga-Stiftung,<br />
a foundation whose mission is to meet the<br />
challenges arising from the League‘s corporate<br />
social responsibility in a consistent and efficient<br />
manner (for more details please turn to page 70).<br />
PRODuCTION OF OWN CONTeNT AS<br />
LOGICAL STeP FORWARD<br />
The League is not only promoting the emotionalisation<br />
of the brand – at the same time, great progress<br />
has been made in transforming the organization<br />
from a mere rights seller to a provider of media<br />
content. Since the beginning of the 2006/2007<br />
season, the DFL subsidiary SPORTCAST (turn to<br />
page 64) has been producing the TV signal of the<br />
612 matches of the Bundesliga and Bundesliga<br />
2. It also provides commentary in english and<br />
Spanish for the international market, which is<br />
42 BACK<br />
BuNDeSLIGA RePORT 2009 BuNDeSLIGA RePORT 2009 43
MARKETING AND COMMUNICATION l A pOpULAR BRAND<br />
also served by home-grown GOAL! The Bundesliga<br />
Magazine. Produced in-house, the weekly<br />
30-minute programme sent out to all international<br />
licensees offers an excellent roundup of goings-on.<br />
The fact that it is broadcast in 140 countries<br />
proves it is a vital tool in the League’s global<br />
brand-building effort. every week, millions of<br />
fans world-wide look forward to watching GOAL!<br />
The Bundesliga Magazine’s mix of background<br />
stories, special features, and interviews with the<br />
movers and shakers of the game. And thanks to<br />
this unique format, the Bundesliga is well poised<br />
to compete for on-air time against all those other<br />
leagues and sports out there. In fact, demand<br />
is so strong that numerous special formats<br />
Popular<br />
His style of playing and<br />
his refreshing off-pitch<br />
manner have turned<br />
Bayern Munich’s Sebastian<br />
Schweiger into a<br />
Bundesliga product ...<br />
24,000 hours<br />
have been produced, allowing international TV<br />
stations to broadcast Bundesliga content even<br />
during the off-season period.<br />
Meanwhile, the League’s homepage bundesliga.de<br />
has become an absolute hit with national<br />
and international internet users. Produced in<br />
German and english, it registers some 92 million<br />
page impressions resulting from up to six million<br />
visits to the site per month, which has catapulted<br />
bundesliga.de into the ranks of Germany’s most<br />
popular sports portals. For fans in search of allinclusive,<br />
credible, entertaining and continuously<br />
updated information about what is happening in<br />
German football, bundesliga.de is the site to visit.<br />
Having started out as a classic text-and-pictures<br />
OF iMages sTOreD FOr FuTure generaTiOns<br />
in an auDiO-visuaL Treasure TrOve.<br />
The DfL and the DfB have joined hands to set up the largest digital football archive.<br />
The subsidiary SpORTCAST digitizes all available match images of the Bundesliga, the<br />
German fA Cup and the German national side.<br />
STATE Of THE BUNDESLIGA DIVISIONS SUBSIDIARIES BUNDESLIGA-STIfTUNG LICENSED CLUBS fACTS & fIGURES<br />
medium, it has long since added moving images<br />
and live radio match broadcasts (also in conference<br />
mode) to the portfolio. More than 100,000<br />
fans to date have also registered for a free newsletter<br />
providing them with news straight from the<br />
horse’s mouth before every Bundesliga weekend.<br />
While national and international fans are<br />
the decidedly heterogeneous target group of<br />
bundesliga.de, the official Bundesliga Magazine<br />
in print format is primarily aimed at a more select<br />
readership, going out to decision-makers and<br />
opinion leaders from the world of football, sports,<br />
and sports business. Reaching beyond purely<br />
action-related news, it covers a broad range of<br />
topical issues in an in-depth, yet entertaining<br />
manner – an offering that is much appreciated by<br />
the key multipliers in the football industry. From<br />
the total circulation of 20,000, roughly 7,000 are<br />
personally addressed and directly sent to leading<br />
personalities, the remaining 13,000 copies are<br />
available in the VIP lounges and corporate areas<br />
of the Bundesliga stadiums.<br />
PReSeRVING 24,000 HOuRS OF FOOTBALL<br />
FOR POSTeRITY<br />
In connection with the in-house production<br />
of media content, the DFL and the DFB have<br />
launched a truly singular project called the Media<br />
01_02_titel.qxd 23.1.2009 14:00 Uhr Seite 1<br />
Library – the world’s largest digital TV archives.<br />
SPORTCAST GmbH has been commissioned to<br />
digitally store all available footage of Bundesliga,<br />
DFB Cup and German national team matches.<br />
Over the last 45 years, the Bundesliga has offered<br />
fans a huge number of highly emotional<br />
moments. The DFL and the DFB have pledged to<br />
secure what can rightly be called an audio-visual<br />
treasure trove for future generations. even now,<br />
the Media Library is attracting great international<br />
interest as the new digitization technology<br />
will soon make it possible to retrieve more than<br />
24,000 hours’ historic images in a fast and easy<br />
way. For the digital future, this will open up a host<br />
of options that are currently being developed.<br />
... which also cuts rather<br />
a fine figure on the cover<br />
of the official Bundesliga<br />
Magazine.<br />
44 BACK<br />
BuNDeSLIGA RePORT 2009 BuNDeSLIGA RePORT 2009 45<br />
Bundesliga-Magazin Nr. 02/2009<br />
BASTIAN SCHWEINSTEIGER I Titelstory: Ex-Profis als Fußball-Journalisten I Porträt: Vedad Ibisevic I Umfrage: Die Idole der Youngster I Sportwetten: Deutschland im Abseits<br />
VERLETZUNG<br />
Reha statt Rekordjagd<br />
für Torjäger Vedad Ibisevic<br />
VERLÄNGERUNG<br />
Ehemalige Stars als<br />
Fußball-Journalisten<br />
VERBEUGUNG<br />
Youngster der Liga<br />
über ihre Vorbilder<br />
www.bundesliga.de Ausgabe Februar 2009 I Euro 9,–<br />
BASTIAN BASTIAN BASTIAN BASTIAN BASTIAN SCHWEINSTEIGER<br />
SCHWEINSTEIGER<br />
SCHWEINSTEIGER<br />
SCHWEINSTEIGER<br />
SCHWEINSTEIGER<br />
„Wir „Wir „Wir „Wir „Wir können können können können können die die die die die Champions Champions Champions Champions Champions League League League League League gewinnen“<br />
gewinnen“<br />
gewinnen“<br />
gewinnen“<br />
gewinnen“
MARKETING AND COMMUNICATION l A pOpULAR BRAND<br />
DeVeLOPING THe BRAND FuRTHeR<br />
Consistent brand maintenance and the production<br />
of proprietary content and products are integral<br />
parts of a long-term brand strategy based<br />
on sustainability, especially as football by its very<br />
nature is such a fast-lived business. More often<br />
than not, millimetres or split-seconds decide on<br />
victory or defeat, promotion or relegation, with<br />
significant knock-on effects on the clubs’ economic<br />
future. That is why securing and strengthening<br />
the Bundesliga as an umbrella brand is so<br />
important for the clubs and joint stock com panies.<br />
Strong brands are guarantors of continuity while<br />
adding substance to their sub-brands and helping<br />
them to generate additional income, in particular<br />
when, as at the time of writing, the economic going<br />
is getting tough. Professional football is wellprepared,<br />
though. With its new brand strategy,<br />
the DFL is confident to be able to increase professional<br />
football’s marketing potential and successfully<br />
reinforce the Bundesliga’s standing as a competition<br />
which offers top-class sports, staged and<br />
presented in a modern way. ultimately, this will<br />
be to the benefit of all of the 36 affiliated clubs.<br />
BETWEEN TRADITION AND ENTERTAINMENT<br />
Which statement applies or does not apply to the Bundesliga?<br />
The league ...<br />
... has a long tradition<br />
in Germany<br />
... is an important,<br />
indispensable part<br />
of public life<br />
... unites people, promotes<br />
a sense of community<br />
... encourages the young<br />
Football fans Details in per cent<br />
42<br />
44<br />
47<br />
79<br />
STATE Of THE BUNDESLIGA DIVISIONS SUBSIDIARIES BUNDESLIGA-STIfTUNG LICENSED CLUBS fACTS & fIGURES<br />
The hallmark of German football<br />
Goals beat traction control,<br />
step-overs beat overtaking<br />
manoeuvres: 32.38 million (or<br />
50 per cent) are interested in football,<br />
with Formula One at 38 per cent and<br />
winter sports third at 32 per cent.<br />
This is one of the main findings of a<br />
representative survey conducted by<br />
TNS Infratest for DFL Deutsche<br />
Fußball Liga GmbH in which 2,091<br />
adults aged 14 + were interviewed in<br />
the period 25 October to 9 November<br />
2008. Other types of sport are prone<br />
to even stronger fluctuations: the<br />
Olympic disciplines athletics and<br />
basketball do not have an own league<br />
or even a widely popular event series<br />
to raise their profile whilst the Bundesliga<br />
provides football fans with an ideal<br />
basis to follow their favourite sport.<br />
Currently, 94 per cent of those<br />
interested in football are fascinated<br />
by the Bundesliga and 99 per cent of<br />
respondents know the Bundesliga.<br />
Questioned on the league’s brand image<br />
respondents cite “good football”<br />
(74 per cent), “well organized” (64 per<br />
cent), “exciting” and “enter taining”<br />
(each 62 per cent). Although the<br />
“enthusiasm for the favourite club”<br />
has lost ground (minus 6 per cent), the<br />
“excitement” value of the league has<br />
increased by 5 per cent, which just<br />
goes to show that newcomers such as<br />
1899 Hoffenheim are important to<br />
boosting the Bundesliga’s popularity.<br />
“94 per cent of those interested in football<br />
are fascinated by the Bundesliga and a<br />
staggering 99 per cent know it.”<br />
BY JOACHIM BACHER<br />
Head of TNS Sport<br />
The Bundesliga has defended its<br />
premium position vis-à-vis the Champions<br />
League and fares even better in<br />
the most important parameters. The<br />
Bundesliga 2 was also able to increase<br />
its popularity ratings: compared to last<br />
year (64 per cent), a more than respec table<br />
68 per cent are now interested<br />
in this league.<br />
Another important element of the<br />
success of the Bundesliga is the fact<br />
that it is securely anchored in society.<br />
A closer look at the composition of<br />
the football-fan target group reveals<br />
that there are hardly any noteworthy<br />
During the Bundesliga match between<br />
Hamburger SV and Bayer Leverkusen at<br />
the HSH Nordbank Arena on 13 September<br />
2008 in Hamburg<br />
differences in age, education or income<br />
compared to the general public. The<br />
Bundesliga is immensely popular across<br />
the social spectrum, attracting audiences<br />
from all social classes.<br />
An examination of different statements<br />
on the how the brand is perceived<br />
confirms the Bundesliga’s relevance in<br />
German society. 79 per cent of respondents<br />
believe that the Bundesliga “has a<br />
long tradition in Germany”, and 47 per<br />
cent deem the league “an important part<br />
of public life”. The Bundesliga “unites<br />
people” (44 per cent) and is seen to<br />
“encourage the young” (42 per cent).<br />
46 BACK<br />
BuNDeSLIGA RePORT 2009 BuNDeSLIGA RePORT 2009 47
FinAnCeS And LiCenSing l Sound And weAtHerprooF<br />
the clubs budget prudently. A fact<br />
reflected in dropping liabilities.<br />
StAte oF tHe BundeSLigA diViSionS SuBSidiArieS BundeSLigA-StiFtung LiCenSed CLuBS FACtS & FigureS<br />
sound and weatherproof<br />
christian Müller, Chief Financial Officer of the DFL, on record figures and the clubs’ sound<br />
financial situation in times of recession<br />
What started out as the credit crunch<br />
has evolved into a full-blown economic<br />
crisis that is making life ever harder for<br />
not just the manufacturing and service industry,<br />
but also all other sectors of the economy.<br />
Professional sports – and with it, football – is<br />
not immune to the impact of the recession, but<br />
while a few European clubs are already seriously<br />
worried about escalating financial pressures,<br />
professional football in Germany operates from<br />
a sound basis and looks set to weather the storm.<br />
As the analysis of last season‘s economic data<br />
shows, the League Association‘s clubs and joint<br />
stock companies were able to continue writing an<br />
impressive success story.<br />
BundEsLiGA stAys on coursE<br />
for Growth<br />
in the 2007/2008 season, the 36 clubs and<br />
joint stock companies of the Bundesliga and<br />
Bundesliga 2 posted total revenue of ¤ 1.9 billion,<br />
surpassing the previous season‘s record for the<br />
fourth time running. still widely unaffected by the<br />
financial crisis, professional football increased<br />
its revenue by over 10 per cent compared to<br />
2006/2007, which translated into an average<br />
¤ 2 million profit after tax per club. 15 clubs<br />
of the Bundesliga and half of the Bundesliga 2<br />
clubs are in the black.<br />
A look at the earnings before interest, tax,<br />
depreciation and amortization (EBitdA) confirms<br />
that professional football is, essentially,<br />
a truly going concern. An average ¤ 7.2 million<br />
per club constitutes the second-best result<br />
achieved in the period under review. Averaging<br />
¤ 1.9 million per club, the Bundesliga 2 achieved<br />
the best results ever, comfortably surpassing<br />
the hitherto elusive ¤ 1 million threshold.<br />
Good investment<br />
Andrej Voronin’s goals<br />
have sent Hertha BSC<br />
Berlin to the top of the<br />
table, the striker having<br />
joined the club on loan<br />
from Liverpool FC.<br />
to a certain degree, these increases in<br />
revenue are the result of a rise in income from<br />
advertising and sponsorships (up 13.3 per cent).<br />
clubs also generated considerably higher earnings<br />
from match-day takings, merchandising, and<br />
player transfers, while media receipts remained<br />
the same under the ongoing three-year broadcasting<br />
agreement.<br />
thanks to these sound income streams,<br />
the clubs‘ equity situation in both the Bundesliga<br />
and Bundesliga 2 has risen to new record levels.<br />
A third of the balance sheet total of all licensed<br />
clubs combined is equity capital, which, when<br />
viewed against the capital resources available<br />
among German corporations, is a very respec table<br />
ratio.<br />
48 BACK BundEsLiGA rEPort 2009<br />
BundEsLiGA rEPort 2009 49
FinAnCeS And LiCenSing l Sound And weAtHerprooF<br />
obviously, given the current economic<br />
downturn, the Bundesliga clubs cannot take any<br />
continuation of such a dynamic development<br />
for granted. however, if there is one thing that<br />
does give German professional football reasons<br />
to be upbeat about the future, then it is the fact<br />
that income will continue to flow from three<br />
almost equally important sources – match-day<br />
takings, advertising income and the exploitation<br />
of media rights, jointly accounting for more than<br />
three quarters of total revenue. this means that<br />
professional football in Germany stands on a<br />
firm and broad foundation and is not overly<br />
dependent on any single stream of income.<br />
cLuBs cAn Afford to invEst<br />
in PLAyErs<br />
Looking at the investments made, two items<br />
showed a particularly marked increase – payroll<br />
costs for match operations, consisting of the<br />
wages for players and managers (up 20.7 per<br />
cent) and player transfers (up 23.8 per cent).<br />
following several years of restraint and encouraged<br />
by a healthy flow of income, the 36 clubs of<br />
the Bundesliga and Bundesliga 2 adopted slightly<br />
Diego Ribas da Cunha<br />
the 23-year-old Bremen<br />
midfield schemer is one<br />
of the german league‘s<br />
undisputed stars and<br />
scored the ‘goal of the<br />
Year 2007’, an awe-<br />
in spiring strike from<br />
almost 70 yards.<br />
wiLLing to inVeSt<br />
Bundesliga – transfer costs in ¤ ‘000<br />
200<br />
150<br />
100<br />
140,336<br />
04/05<br />
bolder spending patterns prior to and during the<br />
2007/2008 season, wisely refraining from living<br />
beyond their means, though. And there’s no doubt<br />
that the addition of stars of the calibre of Luca<br />
toni and franck ribéry to fc Bayern Munich‘s<br />
squad has added a lot of sparkle to the league.<br />
+ 17 %<br />
year-on-year<br />
05/06<br />
143,805<br />
06/07<br />
164,480<br />
192,359<br />
07/08<br />
StAte oF tHe BundeSLigA diViSionS SuBSidiArieS BundeSLigA-StiFtung LiCenSed CLuBS FACtS & FigureS<br />
on the other hand, transfer revenue has seen<br />
a striking increase of 67 per cent in the Bundesliga<br />
and even 125 per cent in the Bundesliga 2.<br />
this goes to show that professional football<br />
in Germany produces more and more sought-<br />
after players who ‘sell’ for high fees on the transfer<br />
market. Looking at the 2007/2008 season,<br />
cases in point are Miroslav Klose‘s move from<br />
werder Bremen to fc Bayern Munich and owen<br />
hargreaves’ transfer from fc Bayern Munich to<br />
Manchester united to name but a few.<br />
thanks to their prudent budgeting, the clubs<br />
of the Bundesliga and Bundesliga 2 managed to<br />
reduce total liabilities and provisions to ¤ 571.6<br />
million in the 2007/2008 season, the lowest figure<br />
in the past four years, and a decrease by 4.7 per<br />
cent compared to the previous season. Liabilities<br />
due to banks, which stood at ¤ 117.3 million on<br />
30 June 2005, were reduced by an impressive<br />
63 per cent to ¤ 43.3 million as at 30 June 2008.<br />
As at the balance sheet date (30 June 2008),<br />
the 18 Bundesliga clubs‘ total assets exceeded<br />
liabilities by ¤ 430 million. including the Bundesliga<br />
2’s total net assets of ¤ 75 million, net<br />
assets of licensed football total more than half<br />
a billion euros.<br />
Boom in trAnSFerS<br />
Bundesliga – transfer revenue in ¤ ‘000<br />
150<br />
90<br />
30<br />
04/05<br />
47,839<br />
+ 66.5 %<br />
year-on-year<br />
05/06<br />
92,489<br />
06/07<br />
reduCing deBt Liabilities in ¤ ‘000<br />
2008 469,453<br />
2007 510,323<br />
2006 569,341<br />
2005 535,292<br />
77,463<br />
0 100,000 200,000 300,000 400,000 500,000 600,000<br />
128,993<br />
07/08<br />
ProfEssionALisAtion of BundEsLiGA 2<br />
wELL on coursE<br />
the development of the financial situation in the<br />
Bundesliga 2 was so encouraging that earnings<br />
reached a new dimension in the 2007/2008<br />
season – for the first time, the average income<br />
per club surpassed ¤ 20 million. Equally, for the<br />
first time in four years the Bundesliga 2 was able<br />
to raise its share in total revenue generated by<br />
licensed football to 19 per cent. this roughly corresponds<br />
to the share paid out to the Bundesliga<br />
2 clubs from the revenue generated from the<br />
central marketing of media rights, which in the<br />
2008/2009 season are allocated in keeping with<br />
a distribution key of 80:20.<br />
compared to the previous season, payroll<br />
costs for match operations in 2007/2008 rose<br />
by more than 31 per cent, averaging ¤ 8.8 million<br />
per club. while this signals an all-time high, it is<br />
somewhat reassuring to know that this figure<br />
still remains below the increase in total revenue.<br />
in a way, it also reflects the line adopted by<br />
the likes of Borussia Mönchengladbach, 1899<br />
hoffenheim and 1. fc Köln, all of whom made<br />
considerable investments to achieve promotion,<br />
a risk well taken in all three cases. And last but<br />
50 BACK BundEsLiGA rEPort 2009<br />
BundEsLiGA rEPort 2009 51
FinAnCeS And LiCenSing l Sound And weAtHerprooF<br />
The Bundesliga<br />
job machine<br />
professional football<br />
offers thousands of<br />
opportunities for employment.<br />
not least, the money spent has translated into<br />
quality football – so no reason any more for the<br />
Bundesliga 2 to hide its light under a bushel.<br />
JoBs And APPrEnticEshiPs in<br />
ProfEssionAL footBALL<br />
the Bundesliga has become an indispensable<br />
element of the German economy. in the 2007/<br />
2008 season, German licensed foot ball provided<br />
employment to a total of 3,788 full-time<br />
staff (up 6 per cent from last season), 1,021<br />
part-time staff (up 55 per cent), 4,036 casual<br />
workers (down 5 per cent), and 89 trainees<br />
(up 6 per cent), with a further 3,279 people<br />
working for various subsidiaries. these are<br />
impressive figures indeed that do not even include<br />
the 25,000-plus part-time staff employed<br />
with security companies, caterers, and medical<br />
service providers. the league also prides itself<br />
on extending its credo of promoting young<br />
talent beyond the confines of a football pitch.<br />
At a great number of Bundesliga clubs, young<br />
people are receiving vocational training for<br />
their careers as sports, fitness and event managers,<br />
office administrators, sales assistants in<br />
wholesale and retail, and office communication<br />
specialists.<br />
not only is the Bundesliga a substantial<br />
employer, it is also a taxpayer and, as such, an<br />
important contributor to the state coffers.<br />
StAte oF tHe BundeSLigA diViSionS SuBSidiArieS BundeSLigA-StiFtung LiCenSed CLuBS FACtS & FigureS<br />
in the 2007/2008 season, the 18 top-flight<br />
clubs paid ¤ 524.7 million in tax, which is<br />
17.8 per cent more compared to the previous<br />
season. tax paid by the Bundesliga 2 amounted<br />
to ¤ 140.8 million, an increase of 35 per cent<br />
from last season. society as a whole not only<br />
benefits from the league‘s considerable tax<br />
payments, but also from the clubs‘ investments<br />
– money spent on building, maintaining, extending<br />
and renovating stadiums or training facilities.<br />
finally, there is the not inconsiderable factor of<br />
private consumption by hundreds of thousands<br />
of stadium-goers who buy match tickets, snacks<br />
and refreshments, and increase the business<br />
volume of local pubs, restaurants, and hotels.<br />
Kept in pAY<br />
number of people employed in professional football 2007/2008<br />
cAsuAL worKErs<br />
4,036<br />
PArt-tiME stAff<br />
1,021<br />
cAsuAL worKErs<br />
2,532<br />
othErs<br />
2,901<br />
MEdicAL sErvicEs<br />
1,682<br />
cAtErErs<br />
10,088<br />
Licensees<br />
total<br />
8,934<br />
Subsidiaries<br />
total<br />
3,279<br />
employed indirectly<br />
total<br />
25,471<br />
fuLL-tiME stAff<br />
3,788<br />
trAinEEs<br />
89<br />
fuLL-tiME stAff<br />
542<br />
trAinEEs<br />
13<br />
PArt-tiME stAff<br />
192<br />
sEcurity coMPAniEs<br />
10,800<br />
52 BACK BundEsLiGA rEPort 2009<br />
BundEsLiGA rEPort 2009 53
FinAnCeS And LiCenSing l Sound And weAtHerprooF<br />
An exemplary system<br />
Club licensing was first introduced<br />
by uEfA back in 2004 when, for<br />
the first time, clubs were given<br />
minimum criteria to fulfil before they<br />
would be eligible to enter uEfA club<br />
competitions.<br />
the idea was not a new one: several<br />
national associations and leagues,<br />
including the German football League<br />
(dfL), had already implemented<br />
domestic licensing systems for their<br />
national competitions. the main<br />
difference was that uEfA’s licensing<br />
was based on a series of defined<br />
quality standards covering sporting,<br />
infrastructure, personnel, administrative,<br />
legal, and financial matters, while<br />
domestic systems tended to focus on<br />
financial areas only.<br />
rAPid ProGrEss<br />
since then, the uEfA licensing system<br />
has developed apace, involving all 53<br />
national associations and more than<br />
700 clubs, and achieving important<br />
results in all its fields of application.<br />
the national associations – or,<br />
under specific circumstances, the<br />
leagues – are the licensors, not uEfA.<br />
As licensors they have a high degree<br />
of flexibility to add additional criteria<br />
and determine the scope of application<br />
of all the criteria in their domestic<br />
regulations. this is because they have<br />
a better understanding of their clubs<br />
and national environment, and are bet-<br />
“The German system takes on a role<br />
model function for the European<br />
club licensing system.”<br />
BY AndreA trAVerSo<br />
uEfA, head of club Licensing<br />
ter placed to help their clubs achieve<br />
higher standards.<br />
in such a context, the German<br />
licensing system run by the dfL distinguishes<br />
itself by its wide scope. the<br />
system has been implemented across<br />
different leagues, right down to the<br />
regional ones, and it covers more than<br />
100 clubs.<br />
the many years of experience<br />
built up by the dfL have contributed<br />
to its in-depth knowledge of the local<br />
football environment, in particular<br />
the clubs’ financial context. this<br />
knowledge enabled the dfL to easily<br />
integrate the minimum criteria set<br />
by uEfA in the national framework,<br />
and to develop and implement additional<br />
financial criteria that have made<br />
the German licensing system one of<br />
the most advanced schemes on the<br />
European scene.<br />
finAnciAL stABiLity<br />
A strong analytical approach focusing<br />
on projected figures, close monitoring<br />
of club expenditure and a continuous<br />
follow-up of the clubs’ financial situations<br />
throughout the season are some<br />
of its main and distinctive characteristics.<br />
in particular, the dfL thoroughly<br />
screens and analyses the clubs’ liquidity<br />
plans for the whole football season.<br />
this challenging activity enables the<br />
league, as licensor, to identify potential<br />
future liquidity shortfalls and ask the<br />
clubs to adopt appropriate hedging<br />
measures (e.g. request bank guarantees)<br />
in plenty of time, thus improving<br />
their financial stability in the long run.<br />
it goes without saying that these<br />
activities could not be managed without<br />
sufficient resources, appropriate<br />
skills, professionalism and know-how,<br />
all of which are very well established<br />
at the dfL.<br />
Even though the club licensing<br />
system cannot prevent some clubs<br />
from encountering financial difficulties,<br />
the generally good financial shape<br />
of Bundesliga clubs in recent years<br />
illustrates the merits of the services<br />
provided by the dfL and the results<br />
that can be achieved when the club<br />
licensing system is rigorously applied.<br />
dfL executives regularly cooperate<br />
with uEfA for the development<br />
of the licensing rules and promotion<br />
of benchmarking across Europe and<br />
strongly encourage financial fair play<br />
in club competitions.<br />
StAte oF tHe BundeSLigA diViSionS SuBSidiArieS BundeSLigA-StiFtung LiCenSed CLuBS FACtS & FigureS<br />
Acclaimed<br />
the dFL‘s licensing<br />
system serves as a<br />
model and is held in high<br />
international esteem.<br />
crEAtinG EquAL finAnciAL<br />
oPPortunitiEs<br />
widely regarded as exemplary, the dfL‘s licensing<br />
procedure guarantees the greatest possible<br />
equality of opportunity or, in football parlance,<br />
the much-quoted level playing field. for the clubs,<br />
this is more than just a check of their financial<br />
viability. in the same measure as sporting, legal,<br />
infrastructural, security and media criteria are<br />
put under scrutiny, the examination process has<br />
developed into a comprehensive quality assessment<br />
that goes far beyond the minimum requirements<br />
uEfA makes of every club wishing to take<br />
part in its European club competitions. thus, for<br />
a club to obtain the League Association‘s license<br />
is akin to receiving the seal of quality for its professional<br />
structures. the record so far speaks<br />
for itself, as even after 45 years of professional<br />
football in Germany, there has not been a single<br />
case of a club having to file for bankruptcy.<br />
Moreover, German stadiums are internationally<br />
considered top-class in terms of general<br />
infrastructure, spectator comfort, and security<br />
standards.<br />
But laurels are not for resting on; the<br />
licensing procedure itself is constantly being<br />
appraised, reviewed and, in fact, improved. Last<br />
year, for example, 14 clubs were asked to undergo<br />
a mid-season ‘re-audit’, which number has<br />
risen to 20 in the current season. Put simply, the<br />
purpose of the exercise is to have another, closer<br />
look at the figures as they present themselves<br />
halfway through the season, providing both<br />
licensor (the dfL) and licensees (the clubs) with<br />
added confidence that they are on the safe side.<br />
cLuBs BudGEt PrudEntLy in<br />
difficuLt tiMEs<br />
over the past few years, the Bundesliga‘s expansion<br />
has been based on an excellent revenue<br />
base, the clubs‘ collective resolve to heed the<br />
principles of prudent management, as well as the<br />
rules imposed by the licensing procedure. As a<br />
result, the dfL feels that the league may be better<br />
prepared to face the economic downturn than<br />
54 BACK BundEsLiGA rEPort 2009<br />
BundEsLiGA rEPort 2009 55
FinAnCeS And LiCenSing l Sound And weAtHerprooF<br />
15 out of 18 Bundesliga<br />
clubs are in the black –<br />
financial results offer<br />
impressive proof of the<br />
clubs‘ financial viability.<br />
many international competitors whose public<br />
image is more often than not characterized by<br />
gigantic debt and a marked dependency on third<br />
parties of sometimes dubious origin.<br />
however, even in times of recession the<br />
Bundesliga must prove itself anew. in particular,<br />
there is no way of knowing at this stage where the<br />
advertising and sponsorship market is heading,<br />
one of the three main sources of income for professional<br />
football in Germany. therefore it is all<br />
the more comforting to see that while there have<br />
been times of crisis before, the Bundesliga has<br />
never suffered any dramatic collapse. the dfL<br />
and the clubs are aware of the difficult situation,<br />
and the comparatively small volume of winter<br />
transfers this season seems to point to a cautious<br />
and reasonable approach being adopted.<br />
transparency, thoroughness, and sustainability<br />
will remain the guiding principles of managing<br />
German professional football – the key ingredients<br />
of a healthy diet that, it is hoped, will strengthen<br />
football‘s immune system and enable the game to<br />
weather the current worsening economic climate.<br />
who knows, the Bundesliga may even come out<br />
the winner – as one of the knock-on effects of<br />
the crisis, professional players are more likely<br />
to select their employers on the merit of their<br />
sound and reliable financial attitude.<br />
AddinG vALuE By forMinG cLustErs<br />
By their very nature, averages as presented<br />
above and in the annex to this Bundesliga report<br />
are of only limited value when examining the<br />
economic success (or lack of it) of any specific<br />
club. in an effort to get a clearer picture, we<br />
have divided the 18 clubs of the Bundesliga and<br />
Bundes liga 2, respectively, into three groups of<br />
six each, using two parameters: end-of-season<br />
table position (clubs ranked 1-6, 7-12, etc.) and<br />
payroll costs for match operations. for each of<br />
the three clusters thus formed, we have provided<br />
average values regarding their revenue, expendi-<br />
ture, and result after taxes. this way, it is easier<br />
to analyse the figures of structurally comparable<br />
clubs or peers.<br />
in the Bundesliga, the cluster of clubs with<br />
the highest payroll costs (higher than ¤ 38 million)<br />
assumes a patently dominant position as<br />
regards all of the sources of revenue, clearly surpassing<br />
the Bundesliga average. for their part,<br />
the middle-cluster clubs‘ figures actually reflect<br />
the Bundesliga average.<br />
the cluster formed by the six clubs with the<br />
lowest payroll costs (under ¤ 24 million) fall<br />
significantly below the Bundesliga average in the<br />
majority of aspects. interestingly, though, not all<br />
of the clubs relegated to the Bundesliga 2 are in<br />
this group. the area where the three clusters are<br />
closest together is revenue from tv rights, which<br />
reflects the underlying philosophy of league<br />
solidarity at the time of „sharing the spoils“.<br />
Generally speaking, a multiplier of two can be<br />
applied from one cluster‘s revenue and expenditure<br />
to the other‘s, i.e. the middle cluster‘s revenue and<br />
expenditure is twice as high as that of the group<br />
of clubs with the lowest payroll costs. roughly<br />
the same factor applies when looking at the middle<br />
cluster in comparison with the top cluster.<br />
Looking at the year-end results, the three<br />
clusters are wide apart, with the group of clubs<br />
with the highest payroll costs posting the best<br />
average results in the 2007/2008 season.<br />
the Bundesliga 2 shows the same size gap<br />
between the group of clubs with the highest<br />
payroll costs (higher than ¤ 8.3 million) and the<br />
middle cluster representing the Bundesliga 2<br />
average, but interestingly, there is almost no gap<br />
at all between the middle cluster and the group<br />
of clubs with the lowest payroll costs (under ¤ 6<br />
million). And again, not all of the relegated clubs<br />
came from that supposedly weakest cluster.<br />
in stark contrast to the Bundesliga, the bottomcluster<br />
six proudly posted the best average year-<br />
end result after taxes.<br />
StAte oF tHe BundeSLigA diViSionS SuBSidiArieS BundeSLigA-StiFtung LiCenSed CLuBS FACtS & FigureS<br />
56 BACK BundEsLiGA rEPort 2009<br />
BundEsLiGA rEPort 2009 57
the League’S<br />
SubSidia rieS<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
58 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 59
dfl SportS enterpriSeS l gloBAl plAyer<br />
global player<br />
If a businessman with a liking for football can<br />
watch a live broadcast of his team Bayern<br />
Munich scoring the winning goal in a derby<br />
against Hoffenheim from his hotel in dubai, it’s<br />
thanks to the dFl’s latest subsidiary. dFl sports<br />
enterprises gmbH started up in Frankfurt just<br />
last september to place the games of the league<br />
on the global market. thanks to its deal with<br />
dubai sports Channel, german top-flight football<br />
will be broadcast in a total of 23 arab and north<br />
african countries over the next seasons leading<br />
up to 2012.<br />
But that is not all the new enterprise headed<br />
by dr Robert niemann (Ceo) and Jörg daubitzer<br />
(Coo) has to offer. the enterprise has a threepart<br />
agenda, aiming to expand the Bundesliga<br />
brand’s popularity across the globe, while at the<br />
same time increasing revenue. all marketing<br />
activities have therefore been spun off from<br />
the dFl into this fully-fledged subsidiary, with<br />
staff coming from within the ranks and complemented<br />
from elsewhere. the global marketing<br />
of all 612 Bundesliga fixtures across the whole<br />
palette of audiovisual platforms – from tV and<br />
radio, to mobile phones and the internet – forms<br />
just one business unit. separate units have been<br />
set up for sponsorships and licensing, and for the<br />
marketing of the league’s own media, such as the<br />
Bundesliga Magazine, its website bundesliga.de<br />
as well as the broadcasting sponsorships offered<br />
to its advertising partners.<br />
although a newcomer, dFl sports enterprises<br />
has already achieved a great deal – the Bundesliga<br />
matches for the next season have already<br />
been sold at this early stage of marketing operations<br />
to over 140 countries. deals have been made<br />
not only with dubai sports Channel, but also with<br />
other entities such as eurosport. “eurosport 2 will<br />
broadcast the matches in 22 east european and<br />
dr roBert niemAnn<br />
Chief executive officer,<br />
dFl sports enterprises<br />
Jörg dAuBitzer<br />
Chief operating officer,<br />
dFl sports enterprises<br />
dfl SportS enterpriSeS –<br />
Worldwide Sales & distribution<br />
dfl Sports enterprises is a wholly-owned<br />
subsidiary of the dfl deutsche fußball liga gmbh<br />
and was founded in 2008.<br />
Audio-visual rights*<br />
o ver 65 international licensees<br />
Bundesliga broadcast in 172 countries<br />
A total of 29,039 hours of Bundesliga<br />
broadcast worldwide<br />
Sponsorships and licensing<br />
three official Bundesliga partners<br />
g lobal licensing to companies operating<br />
internationally<br />
Marketing of league-own platforms<br />
Special media marketing to top-rate target groups<br />
* for the 2007/2008 season<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Sponsorship partner<br />
Krombacher is official<br />
Bundesliga partner since<br />
the second half of the<br />
2008/2009 season.<br />
A crowd puller not just<br />
in dubai and China –<br />
the Bundesliga enjoys<br />
exceptional popularity<br />
all over the world.<br />
60 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 61
dfl SportS enterpriSeS l gloBAl plAyer<br />
EA Sports and TOPPS<br />
bank on innovative<br />
products.<br />
audio-visual<br />
rights<br />
scandinavian countries, bringing us a turnover<br />
of ¤ 35 million over the term of the agreement,”<br />
explains niemann, a marketing expert with international<br />
experience. one of his positions before<br />
joining dFl sports enterprises was with Fremantle<br />
Media. More recently he set up the subscription<br />
tV channels aXn and animax in germany and its<br />
german-speaking neighbours for sony pictures<br />
television international. What is special and indeed<br />
innovative about the eurosport agreement is that<br />
it was negotiated without the help of a middleman.<br />
“this results in higher margins for the Bundesliga,<br />
providing lasting support for the product whilst<br />
continually liaising with the licensee,” according<br />
to niemann.<br />
daubitzer, previously in charge of the dFl’s<br />
Rights and licenses division, stresses the strategic<br />
dFl sports enterprises<br />
DFL Sports Enterprises operates<br />
three business units on behalf of the<br />
dfl deutsche fußball liga gmbh<br />
– Audio-visual rights and sponsor-<br />
sponsorships &<br />
licensing<br />
produCt mAnAgement<br />
Marketing of<br />
league-own<br />
platforms<br />
ships, international licensing of the<br />
Bundesliga brand and marketing of<br />
the league-own platforms.<br />
importance of the dubai deal: “our partners<br />
are also providing support to boost a strong<br />
Bundesliga brand in the arab and north african<br />
countries, as the agreement includes comprehensive<br />
promotional activities such as jointly<br />
staged training camps for the teams in dubai.”<br />
the desert emirate is famous for being a passionate<br />
supporter of all things football. dFl sports<br />
enterprises has the unilateral option to extend<br />
the deal from three to six years. if it chooses to<br />
exercise this right, revenue – which has already<br />
risen by around 320 percent thanks to the<br />
current agreement – will experience further<br />
substantial growth, says the Coo.<br />
the deal is also highly attractive for dubai<br />
sports Channel. When the agreement was announced<br />
in dubai’s Raffles Hotel at the end of<br />
January, the broadcaster’s managing director<br />
Rashid al amiri announced: “We are delighted<br />
to have been awarded the broadcasting rights<br />
for the matches of the german Bundesliga, one<br />
of the most professional leagues in the world<br />
followed by millions of viewers around the globe.<br />
this deal confirms our position as the most<br />
popular sports channel in the region.”<br />
KRoMBaCHeR paRtneRs up WitH<br />
tHe Bundesliga<br />
the other business segments are developing<br />
equally favourably. the global contract with<br />
electronic arts, better known by its logo ea, has<br />
already been extended until 2011. “Compared<br />
to the previous deal, annual revenues have<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
diStriBution of foreign turnover (in ¤m)<br />
2004/2005 2005/2006 2006/2007 2007/2008 2008/2009 2009/2010 2010/2011 2011/2012<br />
increased by almost 200 percent”, emphasizes<br />
daubitzer, who goes on to announce good news<br />
from a completely different sector: “We have<br />
succeeded for the first time in winning a major<br />
brewery, Krombacher, as Bundesliga partner.<br />
the alliance is of course set up in such a way<br />
that it won’t affect any of the clubs’ individual<br />
arrangements with other suppliers.”<br />
another item on the agenda is the marketing<br />
of the league’s own media to advertising<br />
customers. synergies with other segments are<br />
possible, even welcome. “it obviously makes<br />
sense if league sponsors can advertise on the<br />
website or in the Bundesliga Magazine,” says<br />
niemann with a smile, as herein lies another<br />
reason for the establishment of dFl sports<br />
enterprises – the one-stop service that can<br />
now be provided is bound to increase customer<br />
satisfaction significantly.<br />
plans and pRospeCts<br />
there can be no doubt that the new enterprise<br />
has a bright future ahead of it. “now it’s just a<br />
matter of using this basis to strengthen the<br />
Official Bundesliga partners:<br />
premiere, Krombacher and t-home.<br />
brand both at home and abroad,” says niemann.<br />
Marketing the brand is one objective on the<br />
agenda, another is the expansion of the enterprise’s<br />
function as a service provider on a<br />
national and international level. it is for example<br />
quite conceivable that it take on marketing<br />
activities for football leagues or competitions<br />
that do not have sufficient funds to establish and<br />
maintain all that goes hand-in-hand with such a<br />
costly organization. daubitzer adds that other<br />
types of sport could also be of interest to the<br />
new enterprise. “it’s quite within the realms of<br />
reason that leagues and competitions from other<br />
types of sport could benefit from our expertise and<br />
the Bundesliga’s international market position.”<br />
so there are plans and prospects aplenty at dFl<br />
sports enterprises.<br />
Football fans may rest assured that the wide<br />
range of satisfied partners of the dFl, expertly<br />
looked after by dFl sports enterprises, will do<br />
their very best to ensure that live Bundesliga<br />
football keeps them on the edge of their seats,<br />
no matter where their business trips or holidays<br />
may take them in future.<br />
Full steam ahead.<br />
Both brand licenses<br />
and international tv<br />
marketing are poised<br />
for growth.<br />
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Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 63<br />
40<br />
30<br />
20<br />
10<br />
0<br />
total 23,5<br />
+ 346.8 %<br />
over three rights periods<br />
total 54,8<br />
total 105
SportCASt l A quAlity feed<br />
a Quality Feed<br />
It is an old piece of football wisdom that a<br />
match ends when the final whistle goes. When<br />
it starts, however, is entirely up to sportcast,<br />
a dFl subsidiary in charge of producing the<br />
basic tV feed. “our production manager at the<br />
touchline indicates to the referee when he’s<br />
to blow his whistle for kick-off,” explains Frank<br />
Hippler who is in charge of all things to do with<br />
the feed at spoRtCast and responsible for<br />
making sure that customers get their tV images<br />
on time. ‚product executive of Contribution and<br />
distribution’ is his official title. Why the english<br />
job title? the answer is easy, with live coverage<br />
of the Bundesliga available throughout the<br />
globe, sportcast managing director Josef nehl<br />
sums it up nicely: “Football has been an international<br />
business for a long time now.” at the<br />
end of January, for instance, the return match<br />
between Hamburger sV and Bayern Munich<br />
was distributed without interruptions to the<br />
partners aRd, premiere and dsF in germany<br />
and across the whole globe.<br />
When Frank Hippler comes into the office<br />
on Monday after a match day, the first thing he<br />
does is check out the QM portal. this online quality<br />
management tool is used to collect all the<br />
information on the coverage, including accounts<br />
of any even seemingly unimportant problems<br />
reported by those in charge at the stadiums,<br />
who also rate the work of those involved. “this<br />
is the only way we can truly maintain and even<br />
improve the quality,” explains the head of the tV<br />
signal distribution.<br />
JoSef nehl<br />
Chief executive officer of<br />
spoRtCast gmbH<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
612 Bundesliga and Bundesliga 2 matches<br />
SportCASt gmbh supplies images of all<br />
german professional football fixtures.<br />
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Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 65
SportCASt l A quAlity feed<br />
Spidercam<br />
SportCASt gmbh<br />
uses state-of-the-art<br />
technology to ensure<br />
the highest production<br />
quality.<br />
Meeting the highest demands for highquality<br />
broadcasts was one of the driving forces<br />
behind sportcast’s establishment in 2006.<br />
since then, the company has transformed into<br />
a competence centre for all aspects relating<br />
to the production side of professional football<br />
coverage – from generating the basic feed<br />
to meeting the unilateral requirements of its<br />
customers. Christian seifert, Chief executive<br />
officer at the dFl emphasises that: “it’s the<br />
league’s responsibility to provide fans, as well<br />
as national and international partners with the<br />
best possible product.”<br />
an estaBlisHed autHoRity on<br />
pRoduCtion<br />
the dFl’s production assignment alone is stupendous:<br />
each season sees the production of live<br />
images of the 612 Bundesliga and Bundesliga<br />
2 fixtures – nowhere else in the world is more<br />
football recorded live. over 700 employees,<br />
from director through to cable carrier, have to<br />
be coordinated on just one league match day.<br />
it is a foregone conclusion for sportcast to use<br />
state-of-the-art technology starting with the oB<br />
vans to produce the basic feed. depending on the<br />
customer’s requirements, sportcast then distributes<br />
the signals to the national and international<br />
licensees through various channels. sng vehicles<br />
(short for satellite news gathering) are needed<br />
to send the feed on a long-distance journey round<br />
the globe via satellite. the Berlin-based company<br />
Hdsat Com gmbH, in which sportcast holds a<br />
75% share, disposes of six such high-tech vehicles<br />
to send tV images from the stadiums via satellite<br />
to the broadcast centre in Cologne and from there<br />
to the whole world.<br />
sportcast’s expertise is also sought after in<br />
other areas, including the conversion or construction<br />
of stadiums. advice from the dFl subsidiary<br />
is highly valued when it comes to the best possible<br />
planning of the production environment for<br />
the media, giving arenaConsulting the potential<br />
of becoming a business unit in its own right.<br />
While sportcast generates a large proportion<br />
of turnover with the Bundesliga, the dFB joined<br />
sportcast’s portfolio of customers last year,<br />
letting the dFl subsidiary produce all 63 Fa Cup<br />
fixtures, women’s football and the international<br />
youth matches since this season.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
on tHe Ball duRing tHe WoRld<br />
HandBall CHaMpionsHip<br />
yet there is still more to offer. the company<br />
loaned production experts to the european<br />
Championship in austria and switzerland who<br />
took on the role of tV producers there and then.<br />
sportcast was also on the ball during the World<br />
Handball Championship in Croatia, providing<br />
the sng vehicles along with the staff for the<br />
broadcasts. its diverse services cover everything<br />
from technical equipment for stadiums and<br />
halls through to hiring out staff and the required<br />
technology to event organizers.<br />
since this season sportcast has been taker<br />
of its own Bundesliga feed. the reason is the<br />
remarkable Media library project, jointly realized<br />
by the dFl and the dFB. the ambitious project<br />
uses two mainframes to store all edited match<br />
highlights – a unique project that ensures moving<br />
images of all Bundesliga matches will be saved<br />
for posterity.<br />
to ensure that the dFl’s production quality<br />
and security is permanently leading-edge, sportcast<br />
occasionally takes exceptional measures.<br />
two years ago, the service provider staged two<br />
SportCASt in figureS<br />
production of tv images of the 612 Bundesliga and<br />
Bundesliga 2 fixtures per season<br />
At least eight cameras and one super slow-motion camera<br />
at each Bundesliga match, six cameras and one super slow-motion<br />
camera for Bundesliga 2 matches<br />
All 306 matches of Bundesliga broadcast in hd<br />
travel arrangements for around 700 employees per match day<br />
tv distribution of live feed for top matches to over 170 countries<br />
roughly 6,000 assignments for camera teams and 1,200 for<br />
directors per season<br />
63 live german fA Cup matches, 32 matches in four days<br />
for the first round<br />
production of all u21, u20 and u19 international matches<br />
for the dfB<br />
internationally distributed feed with up to 11 hours of live coverage<br />
a day, and production of international match highlight programmes<br />
transmission of hd signals via satellite using six own Sng vehicles<br />
of the hdSat subsidiary which were used for other events such as<br />
the World handball Championship and the european World Cup<br />
two computing centres with 2.7 petabytes memory each for<br />
40,000 hours of Bundesliga archive material<br />
friendly games between youth teams in the<br />
ltu-arena in düsseldorf that featured the latest<br />
advances in broadcasting technology, showcasing<br />
to potential customers what the future may<br />
hold in this particular field. a video demonstrates<br />
the outcome: panning and tilting just inches over<br />
the grass, close-up shots of the players, bird’s<br />
eye views of the frenzied action in the six-yard<br />
box, all shot from a camera in the goalpost – not<br />
even Hollywood could have done better.<br />
other tools are already well established. the<br />
spider cam, for instance, is used in top Bundesliga<br />
matches, hovering over the pitch to deliver<br />
breathtaking high-angle shots. it was used to<br />
produce the images of the return match between<br />
Hamburger sV and Bayern Munich that kicked<br />
off the second part of the season – a match that<br />
was watched throughout the world. Hamburg’s<br />
defeat of the record champion was shown in the<br />
familiar top quality in 170 countries.<br />
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Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 67
ligAtrAvel l on the move<br />
on the Move<br />
Whether Wolfsburg has to go to Hamburg,<br />
Frankfurt is due in Berlin or Fürth<br />
is playing Mainz: 18 Bundesliga and<br />
Bundesliga 2 teams are on the go in germany<br />
each match day and their travel activity sparks<br />
off further trips as the teams are followed by<br />
groups of sponsors, Vips and supporters by<br />
plane, train or automobile. liga travel, a dFl<br />
deutsche Fußball liga gmbH subsidiary is based<br />
at the dFl‘s headquarters in guiolettstrasse<br />
44-46. as soon as football kicks off in the stadiums,<br />
the work of the team based in Frankfurt’s<br />
Westend is as good as done for the weekend.<br />
Known to the clubs as a reliable partner for<br />
professionally planning, organizing and carrying<br />
out football trips, liga travel has much more<br />
to offer. after excellent growth during the first<br />
seven years following its launch, the league’s<br />
own travel agency is increasingly targeting a new<br />
range of clients, even from outside the football<br />
world.<br />
it’s the most popular travel agency amongst<br />
all agents operating for the league: 28 of the 36<br />
licensed clubs used the services of liga travel<br />
during the 2008/2009 season. Founded in 2002<br />
as a joint venture between the dFl and Hogg<br />
Robinson group germany (HRg), one of the world’s<br />
leading corporate travel services companies,<br />
the company has made a name for itself as competent<br />
specialist in the field of travel. “given<br />
the know-how of our staff and of our partner<br />
HRg we are set to continue our success story,”<br />
says götz Bender, one of the two managing directors<br />
at liga travel. the travel industry is a highly<br />
competitive market and there are no guarantees<br />
whatsoever for any additional business resulting<br />
götz Bender<br />
Managing director<br />
liga travel gmbH<br />
WolfgAng WirthmAnn<br />
Managing director<br />
liga travel gmbH<br />
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On tour<br />
the travel segment<br />
has outstripped initial<br />
expectations and there<br />
is yet more to come.<br />
ligA trAvel At A glAnCe<br />
Since 1 July 2002, liga travel gmbh, a dfl<br />
deutsche fußball liga gmbh and hrg hogg<br />
robinson germany gmbh & Co. Kg joint venture,<br />
has been professionally handling the national<br />
and european travel needs of high-performance<br />
sports. Jointly managed by götz Bender (dfl) and<br />
Wolfgang Wirthmann (hrg) the dfl has a 51 per<br />
cent stake in the company whilst hrg germany<br />
holds 49 per cent. ralf Schaar is office manager<br />
at the dfl’s headquarters in frankfurt/main.<br />
28 Bundesliga and Bundesliga 2 clubs are regular<br />
customers of liga travel in the 2008/2009 season.<br />
from the clubs‘ successful participation in international<br />
club competitions. However, liga travel<br />
has opened its doors not just to the licensed<br />
clubs and its players.<br />
travel and accommodation management<br />
for sponsors, Vips, the media and supporters is<br />
continuously being expanded. growth segments<br />
here include trips for supporters and incentive<br />
trips which each company can have arranged individually<br />
by liga travel’s event experts, ensuring<br />
that the enthusiasm for the sport of the customers,<br />
partners or members of staff alike will<br />
translate into a high degree of motivation. the<br />
portfolio also includes trips to other major sports<br />
events such as tennis or Formula one.<br />
pRoFessional tRaVel ManageMent<br />
an enhanced range of services is the best<br />
prerequisite for liga travel to continue its positive<br />
development which considerably exceeded<br />
initial planning. turnover was markedly increased<br />
in 2008, and even doubled over a period of<br />
four years. the number of staff has also been<br />
increased to six in 2009.<br />
“together with liga travel we go through all<br />
our travel arrangements and plans twice a year<br />
based on a master plan. all our requirements are<br />
met and all arrangements carried out without<br />
a hitch, regardless of whether we are travelling<br />
abroad or in germany. everything is dealt with<br />
and we feel excellently looked after in every way,”<br />
says Michael preetz, Head of the licensed player<br />
division at Hertha BsC Berlin. the hotel catalogue<br />
which is published ahead of each season is<br />
unique on the travel market. specially designed<br />
for the teams of the Bundesliga and Bundesliga<br />
2, it is tailored to meet their football-specific<br />
requirements.<br />
the Bundesliga clubs can choose from a<br />
select range of 350 hotels in all categories suited<br />
to their requirements and budget. the special<br />
service is rounded off with exclusive rates and<br />
conditions negotiated with different service<br />
providers. a considerable Bundesliga discount<br />
on lufthansa rates helps to keep costs down, as<br />
do the special offers by deutsche Bahn or rental<br />
companies. “Quite apart from the additional<br />
workload for their own staff, the clubs have come<br />
to realize that they cannot get the same conditions<br />
when making their own travel arrangements,”<br />
explains Bender. Bulk buying is the magic word<br />
here: the dFl’s liga travel partner is HRg which<br />
has a broad volume and agency network.<br />
Wolfgang Wirthmann, also managing director<br />
at liga travel gmbH sees „sound growth<br />
potential” for the dFl subsidiary. there is a<br />
growing demand for professional travel management<br />
in the field of high-performance sport, from<br />
dealing with the day-to-day business to team<br />
travel arrangements and booking holidays for the<br />
clubs’ executives and players. “We are currently<br />
stepping up activities across all segments and<br />
target groups,” says Wirthmann. not only sponsors,<br />
Vips, the media and supporters are being<br />
addressed more directly: each professional<br />
Bundesliga player and club employee is a potential<br />
customer when it comes to organizing holidays,<br />
booking planes or a rental car.<br />
Bundesliga RepoRt 2009 69
Help from tHe<br />
Bundes liga<br />
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Bundesliga RepoRt 2009 71
BundeSligA-Stiftung l ProfeSSionAl helP<br />
professional Help<br />
Football fascinates and football unites.<br />
Football helps to break down barriers.<br />
the unique impact that the Bundesliga has<br />
is an accolade for the dFl, but it also represents<br />
an obligation. german professional football lives<br />
up to its social responsibility not only indirectly<br />
as a tax payer, employer and job vehicle, but also<br />
through direct, multifaceted social involvement.<br />
the Bundesliga and Bundesliga 2 clubs<br />
have been active in this sector for many a year,<br />
although the general public is often unaware of<br />
their activities; but then this is intentional. some<br />
clubs have entered into partnerships with hos-<br />
pitals, schools, youth centres, nursery schools<br />
or other social and church-based institutions,<br />
whereby their activities are generally confined<br />
to the local and regional vicinity for obvious and<br />
sensible reasons.<br />
Kurt gAugler<br />
Chief executive officer<br />
Bundesliga-stiftung<br />
dr AnnA-liSA SChwArz<br />
deputy Chief executive officer<br />
Bundesliga-stiftung<br />
A common cause<br />
olympic fencing champion,<br />
Britta heidemann,<br />
and Bernd Schneider<br />
(Bayer 04 leverkusen)<br />
at the shooting and on<br />
an Athletes for Athletes<br />
campaign ad.<br />
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Britta Heidemann, Olympiasiegerin<br />
Fechten<br />
Bernd Schneider, Mittelfeldspieler<br />
Bundesliga RepoRt 2009 73
BundeSligA-Stiftung l ProfeSSionAl helP<br />
Side by side<br />
As demonstrated by the<br />
campaign, the foundation<br />
supports athletes<br />
from outside the world<br />
of professional football.<br />
soCial CoMMitMent undeR one RooF<br />
at the beginning of 2009, dFl deutsche Fußball<br />
liga gmbH and the league association decided<br />
to take these activities a step further and give<br />
the social commitment of the Bundesliga a<br />
home: the Bundesliga-stiftung. this foundation<br />
will act as the social conscience of professional<br />
football, supplementing and supporting the<br />
clubs’ involvement with national and international<br />
initiatives. it bundles football’s social<br />
commitment, placing it on a new conceptual<br />
footing.<br />
german professional football is working<br />
towards a common goal here, as the foundation<br />
will act both in the name of the league and<br />
in that of the clubs, and is supported equally by<br />
the dFl and the league association. together,<br />
these organizations appoint the members of<br />
the advisory Council and the Board of directors.<br />
the advisory Council has five members,<br />
these currently being dr Reinhard Rauball,<br />
league association president, dFl president<br />
dr theo Zwanziger, Christian seifert, Chief<br />
executive officer of the dFl, peter peters<br />
for the Bundesliga and Harald strutz for<br />
the Bundesliga 2. For the next three years<br />
the Board will be headed by the dFl’s Chief<br />
Marketing officer, tom Bender. He is represented<br />
by Roland Kentsch, also Manager<br />
of arminia Bielefeld, and the remaining<br />
two members are Christian Müller, Chief<br />
Financial officer of the dFl, and Kurt<br />
gaugler, who is also the foundation’s general<br />
manager. the Board of directors manages<br />
the foundation’s assets and is responsible<br />
for its strategic alignment, subsidy guidelines<br />
and the budget. in addition, up to 35<br />
representatives from the field of football<br />
and other sports, politics, industry and the<br />
media will be appointed to the foundation’s<br />
Board of trustees together with<br />
other experts.<br />
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Children<br />
exercise<br />
nutrition<br />
education, training<br />
Youth<br />
development<br />
atHletes FoR atHletes<br />
each year the foundation will set a thematic<br />
focus, with this half of the season concentrating<br />
on the athletes for athletes campaign under the<br />
alliance with deutsche sporthilfe, the german<br />
sport aid foundation. the scene for the project<br />
was set on the 19th match day, with a day of<br />
action covering the whole of the Bundesliga<br />
stage, and football stars and olympic heroes<br />
taking the leading roles. all of the Bundesliga<br />
shirts carried the sporthilfe logo courtesy of<br />
Vision<br />
the Bundesliga is one of the most<br />
socially committed institutions in the sporting world<br />
goals<br />
to take responsibility<br />
to bring about sustainable changes in society<br />
to create identification<br />
to impart values<br />
the disabled<br />
Mobility<br />
travel guide<br />
Football as an<br />
event<br />
Social commitment<br />
under one roof<br />
the Bundesliga-Stiftung,<br />
its goals and focal points.<br />
integration of<br />
migrants<br />
antiracism<br />
prevention of<br />
violence<br />
2,800 places<br />
athletes from<br />
other sports<br />
solidarity<br />
promotion of top<br />
performers<br />
deutsche telekom, which kindly donated its<br />
space on the players’ shirts for the occasion.<br />
Famous athletes sponsored by deutsche<br />
sporthilfe carried the ball onto the pitch, and<br />
the athletes for athletes campaign was integrated<br />
into the various stadium tV formats.<br />
this day of action was an effective way of<br />
demonstrating in all of the stadiums that the<br />
dFl’s commitment is not only about financial<br />
support. it also showed how well the dFl and<br />
the clubs interact.<br />
for wheelchair users are offered<br />
in the stadiums of the Bundesliga<br />
and Bundesliga 2.<br />
the clubs and joint stock companies constantly strive to provide the best<br />
possible service and improve access.<br />
Bundesliga RepoRt 2009 75
Bundesliga-Reiseführer für Menschen mit Behinderung | Saison 2008/2009<br />
BundeSligA-Stiftung l ProfeSSionAl helP<br />
FouR pillaRs oF soCial ResponsiBilitY<br />
the social involvement of the Bundesliga-stiftung<br />
will be directed at four main target groups:<br />
athletes from non-football sports, the disabled,<br />
children, and people with a migrational back-<br />
ground.<br />
Few social spaces unite so many people with<br />
a migrational background to the extent that the<br />
Bundesliga stadiums do. players from a variety<br />
of nations battle together for victory on the<br />
pitch, while in the stands fans from a wide range<br />
of backgrounds celebrate together when a goal<br />
is scored. this is thanks not only to the efforts of<br />
the clubs, but also to the uniting force of sport<br />
and particularly football, although the Bundesliga<br />
cannot, of course, be a perfect world. the founda-<br />
tion wishes to employ this force both directly and<br />
indirectly as a means of smoothing the integra-<br />
tion into society of people with different origins.<br />
Bundesliga-Reiseführer für<br />
Menschen mit Behinderung<br />
Saison 2008/2009<br />
In Kooperation mit:<br />
Pointing the way<br />
to the future<br />
the Bundesliga published<br />
a travel guide for<br />
disabled fans together<br />
with deutsche Bahn.<br />
the show Racism the Red Card campaign is being<br />
continued under the motto of antiracism, and the<br />
foundation will also continue to be involved in the<br />
Week of tolerance and the day of Remembrance,<br />
which calls for compassion and solidarity on the<br />
anniversary of the liberation of auschwitz.<br />
in its second core area, that of work with<br />
children, the foundation will support projects<br />
benefiting socially disadvantaged children and<br />
initiatives to train social and emotional com-<br />
petence. it also aims to promote school and<br />
recreational sports, as well as exercise and nutri-<br />
tion courses. the third pillar is devoted to the<br />
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Moving<br />
the Bundesliga-Stiftung<br />
wishes to promote<br />
projects that motivate<br />
children to get engaged<br />
in sports, or which<br />
deal with the topic of<br />
healthy eating.<br />
disabled. statistics from the Federal statistical<br />
office show that every tenth person in germany<br />
has a disability. understanding of the needs of<br />
people with physical limitations has generally<br />
increased, but progress has not advanced far<br />
enough to make them and their families feel fully<br />
integrated into society everywhere they go.<br />
the dFl’s contribution to this included the<br />
introduction in 2006 of the Bundesliga travel<br />
guide in coordination with the german associ-<br />
ation of disabled football supporters (Bundes-<br />
behindertenfanarbeitsgemeinschaft). the travel<br />
guide was re-issued in 2008 in cooperation<br />
with deutsche Bahn. But this is not enough:<br />
the Bundesliga-stiftung aims to break down<br />
further barriers in future.<br />
the fourth pillar is the Bundesliga’s latest<br />
project in the field of social responsibility.<br />
german professional football is very aware of<br />
the fact that not every sport in germany can<br />
offer such good career perspectives as professional<br />
football. it is therefore only natural for<br />
the Bundesliga-stiftung to continue the dFl’s<br />
alliance with deutsche sporthilfe sealed at the<br />
Beijing olympic games in the summer of 2008.<br />
deutsche sporthilfe has provided a total of<br />
¤ 350 million in the way of support to almost<br />
40,000 athletes since its inception in 1967.<br />
over 90 per cent of the german successes in<br />
elite sports go back to support from deutsche<br />
sporthilfe, including 201 olympic gold medals.<br />
the Bundesliga’s main involvement in the premium<br />
partnership between the dFl and deutsche<br />
sporthilfe centres on supporting the elite, which<br />
benefits athletes and teams who are likely to<br />
win a medal at the next olympic games. this<br />
partnership highlights the solidarity of professional<br />
football with elite athletes from other<br />
disciplines and will benefit their top performers.<br />
aWaRd-Winning CoMMitMent<br />
FRoM tHe dFl<br />
the dFl has already received much acclaim<br />
for its measures, being honoured for its social<br />
commitment at the spanish football league’s<br />
2nd award in international Communications and<br />
winning the prize in the Best social initiative<br />
category together with Ärzte ohne grenzen, the<br />
german arm of the international aid organization<br />
Médecins sans Frontières. the jury was of the<br />
opinion that the commitment of german professional<br />
football shows solidarity and accepts<br />
responsibility for other sports and athletes and<br />
stated that this was unique and should serve as<br />
Bundesliga RepoRt 2009 77
BundeSligA-Stiftung l ProfeSSionAl helP<br />
assuming corporate responsibility<br />
in the long term<br />
Society is changing and industry<br />
“csr means the assumption of social responsibility over<br />
and beyond what is legally required.”<br />
is not only merely a passive<br />
By ProfeSSor herBert henzler<br />
Chairman of the advisory Board of Credit suisse, a member of the supervisory Board of FC Bayern Munich<br />
and for many years Chairman of McKinsey germany and europe<br />
component in this change. it<br />
also has an important role to play,<br />
as company actions are a decisive<br />
factor in whether society’s potential<br />
is exploited sustainably and to the<br />
best advantage for all. aware of this<br />
responsibility, many companies, and<br />
particularly those active on a global<br />
scale, have incorporated corporate<br />
social responsibility (CsR) into their<br />
business philosophy.<br />
CsR means the assumption of<br />
social responsibility over and beyond<br />
what is legally required and the main<br />
principle behind it is its voluntary nature,<br />
as CsR activities are the result<br />
of initiative and individual responsibility,<br />
not of legal regulations.<br />
the idea of CsR was pioneered<br />
by the usa, where the subject of<br />
companies’ social responsibility began<br />
to be debated as early as the 1970s.<br />
it is only over the last few years<br />
that the concept has become firmly<br />
established in germany. today, a large<br />
number of businesses from across<br />
industry assume social responsibility<br />
in a wide range of fields.<br />
it is now 20 years since we introduced<br />
the system of pro-bono research<br />
at McKinsey germany. We don’t give<br />
donations, but we do offer advice to<br />
cultural and sports organizations free<br />
of charge. as a member of society, we<br />
consider ourselves under an obligation<br />
to give something back which will<br />
benefit society as a whole.<br />
CsR is a stRategiC CoRpoRate<br />
deCision<br />
Companies can make a decisive contribution<br />
to a strong, unified and healthy<br />
society by introducing CsR, thereby<br />
creating an environment in which they<br />
can successfully do business. in other<br />
words, they create a win-win situation<br />
which benefits both society and the<br />
company.<br />
it is, however, imperative that<br />
these activities are credible and sustainable,<br />
and that they are in line with<br />
the company’s brand identity. this is<br />
particularly the case with brands that<br />
are as deeply anchored in society as<br />
the Bundesliga or its clubs such as<br />
FC Bayern Munich, which receive a<br />
large number of very varied requests<br />
for support. it is of prime importance<br />
here that help is not distributed indiscriminately.<br />
on the contrary, a careful<br />
assessment must be made of the areas<br />
in which social involvement would be<br />
suitable and can be sustained before a<br />
decision is made.<br />
economically sound companies are<br />
eminently suited to help solve society’s<br />
problems, but the current economic environment<br />
is causing many companies<br />
to decelerate their social activities.<br />
a development which i believe is detrimental<br />
to the cause, as CsR measures<br />
are only of any benefit if they are of a<br />
long-term nature and are carried out<br />
with absolute conviction.<br />
sustainaBle, long-teRM aCtion<br />
it is thus all the more laudable that the<br />
Bundesliga has called into being the<br />
Bundesliga-stiftung, an institution<br />
which is aimed at exactly that: sustainable<br />
and long-term action, with a legal<br />
form which frees it from economic<br />
constraints. the foundation supplements<br />
the social activities already<br />
introduced by many of the Bundesliga<br />
and Bundesliga 2 clubs, either through<br />
their own foundations or by means of<br />
other organizational forms, often with<br />
BACK<br />
78 Bundesliga RepoRt 2009<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
a regional alignment. the Bundesligastiftung<br />
now offers an umbrella for<br />
national commitment.<br />
as one of the components of a<br />
strong brand, the Bundesliga-stiftung<br />
also brings together two further, significant<br />
factors: strong public interest and<br />
deep roots in all levels of society. these<br />
offer an excellent basis from which to<br />
bring sustainable change to society.<br />
Athletes for Athletes<br />
was the motto of the<br />
19th match day in all the<br />
Bundesliga and Bundesliga<br />
2 stadiums.<br />
Mission message<br />
flanked by werder<br />
Bremen stars children<br />
show racism the<br />
red card. the battle<br />
against racism is a<br />
fundamental mission<br />
of the foundation.<br />
an example for others. the dFl made it to the<br />
final round in the Best social initiative category<br />
not only with its athletes for athletes campaign<br />
but also with its travel guide for people with<br />
disabilities. this award, together with the success<br />
of the day of action in support of deutsche<br />
sporthilfe and the successful launching of the<br />
Bundesliga-stiftung, provide the dFl with both<br />
motivation and an incentive to continue to extend<br />
its involvement in the social sector.<br />
Bundesliga RepoRt 2009 79
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
Licensed<br />
cLubs<br />
BacK<br />
80 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 81
licenSed cluBS l BundeSliga<br />
HeRtHa BsC<br />
CluB offiCes Hertha BSC GmbH & Co. KGaA<br />
Hanns-Braun-Straße/Friesenhaus 2<br />
14053 Berlin<br />
Germany<br />
www.herthabsc.de<br />
legal foRM Limited commercial partnership (since 2 July 2001)<br />
BoaRd of diReCtoRs Dieter Hoeneß (Chairman of the Board),<br />
Ingo Schiller (Financial Director)<br />
pResidential CoMMittee Werner Gegenbauer (President),<br />
Jörg Thomas (Vice-President)<br />
MeMBeRs 15,600<br />
fan CluBs 330<br />
stadiuM Olympiastadion Berlin (since 1936)<br />
Main sponsoR Deutsche Bahn (since 2006)<br />
Co-sponsoRs/<br />
eXClusiVe paRtneRs<br />
olympiaStadion<br />
olympischer platz 3<br />
14053 Berlin, germany<br />
capacity: 74,244<br />
Air Berlin, Arcor, Audi, Berliner Volksbank,<br />
Carlsberg, Coca-Cola, rs2, Vattenfall<br />
Kit sponsoR Nike (since 1999)<br />
geRMan CHaMpion<br />
1930, 1931<br />
geRMan fa Cup finalist<br />
1977, 1979<br />
pReMieRe-ligapoKal WinneR<br />
2001, 2002<br />
uefa CHaMpions league inteRMediate Round<br />
1999/2000<br />
uefa Cup seMi-finalist<br />
1979<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 3rd<br />
1999/00 Bundesliga 6th<br />
2000/01 Bundesliga 5th<br />
2001/02 Bundesliga 4th<br />
2002/03 Bundesliga 5th<br />
2003/04 Bundesliga 12th<br />
2004/05 Bundesliga 4th<br />
2005/06 Bundesliga 6th<br />
2006/07 Bundesliga 10th<br />
2007/08 Bundesliga 10th<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
dsC aRMinia Bielefeld<br />
CluB offiCes DSC Arminia Bielefeld GmbH & Co. KGaA<br />
Melanchthonstraße 31a<br />
33615 Bielefeld<br />
Germany<br />
www.arminia-bielefeld.de<br />
legal foRM Limited commercial partnership (since 1 July 2001)<br />
Managing deRiCtoRs Roland Kentsch<br />
Detlev Dammeier<br />
supeRVisoRy BoaRd Hans-Hermann Schwick (Chairman),<br />
Ulf Bosse, Klaus Daudel, Klaus Langenscheidt,<br />
Norbert Leopoldseder, Peter Walpurgis,<br />
Wolfgang Brinkmann, Ralph Anstoetz,<br />
Paul von Schubert<br />
MeMBeRs 11,361<br />
fan CluBs 98<br />
stadiuM SchücoArena (since 1 January 2004)<br />
Main sponsoR Krombacher Brauerei (since 1 July 2004)<br />
pReMiuM paRtneRs Schüco, Coca-Cola, Sport Saller, Stadtwerke<br />
Bielefeld, Westfalen Blatt<br />
Kit sponsoR Sport Saller (since 1 July 2005)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 1st<br />
1999/00 Bundesliga 17th<br />
2000/01 Bundesliga 2 13th<br />
2001/02 Bundesliga 2 2nd<br />
2002/03 Bundesliga 16th<br />
2003/04 Bundesliga 2 2nd<br />
2004/05 Bundesliga 13th<br />
2005/06 Bundesliga 13th<br />
2006/07 Bundesliga 12th<br />
2007/08 Bundesliga 15th<br />
West geRMan league CHaMpion<br />
BacK<br />
82 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 83<br />
1922, 1923<br />
West geRMan Cup WinneR<br />
1966<br />
WestpHalia Cup WinneR<br />
1908, 1932<br />
WfV Cup WinneR<br />
1966, 1974<br />
home away<br />
Schücoarena<br />
melanchthonstraße 31a<br />
33615 Bielefeld, germany<br />
capacity: 27,300
licenSed cluBS l BundeSliga<br />
Vfl BoCHuM 1848<br />
CluB offiCes VfL Bochum 1848 Fußballgemeinschaft e. V.<br />
Castroper Straße 145<br />
44791 Bochum<br />
Germany<br />
www.vfl-bochum.de<br />
legal foRM Registered association (since 14 April 1938)<br />
Managing CoMMittee Thomas Ernst, Ansgar Schwenken<br />
supeRVisoRy BoaRd Werner Altegoer (Chairman),<br />
Prof. Klaus-Peter Schütt (Deputy Chairman),<br />
Dieter Bongert, Horst Christopeit,<br />
Volker Goldmann, Gerd Kirchhoff,<br />
Dr Klaus-Peter Schütt, Axel Treffner<br />
MeMBeRs 3,252<br />
fan CluBs 225<br />
stadiuM rewirpowerSTADION (since July 2006)<br />
Main sponsoR KiK Textilien und Non-Food GmbH (since 2007)<br />
pReMiuM-paRtneRs Coca-Cola, DO YOU FOOTBALL, DWS Investments,<br />
KlickTel, Faber Lotto Service, Privatbrauerei<br />
Moritz Fiege, Stadtwerke Bochum<br />
rewirpowerStadion<br />
castroper Straße 145<br />
44791 Bochum, germany<br />
capacity: 31,328<br />
Kit sponsoR DO YOU FOOTBALL (since 2008)<br />
geRMan fa Cup finalist<br />
1968, 1988<br />
uefa Cup last siXteen<br />
1997/98<br />
uefa Cup paRtiCipant<br />
2004<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 17th<br />
1999/00 Bundesliga 2 2nd<br />
2000/01 Bundesliga 18th<br />
2001/02 Bundesliga 2 3rd<br />
2002/03 Bundesliga 9th<br />
2003/04 Bundesliga 5th<br />
2004/05 Bundesliga 16th<br />
2005/06 Bundesliga 2 1st<br />
2006/07 Bundesliga 8th<br />
2007/08 Bundesliga 12th<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
WeRdeR BReMen<br />
CluB offiCes Werder Bremen GmbH & Co KG aA<br />
Franz-Böhmert-Straße 1c<br />
28205 Bremen<br />
Germany<br />
www.werder.de<br />
www.werder.tv<br />
legal foRM Limited commercial partnership<br />
Managing diReCtoRs Jürgen L. Born (Chairman), Klaus Allofs,<br />
Klaus-Dieter Fischer, Manfred Müller<br />
supeRVisoRy BoaRd Willi Lemke (Chairman),<br />
Dr Hubertus Hess-Grunewald (Deputy Chairman),<br />
Dr Werner Brinker, Gunnar Lübben-Rathjen,<br />
Hans Schulz, Niels Stolberg<br />
MeMBeRs 34,000<br />
fan CluBs 425<br />
stadiuM Weser-Stadion (since 1930)<br />
Main sponsoR Citibank<br />
top sponsoRs Beluga Shipping, Volkswagen AG, EWE AG<br />
Co-sponsoRs Coca-Cola, Deutsche Bahn, EWE TEL,<br />
InBev, Könecke<br />
Kit sponsoRs Kappa Deutschland, DERBYSTAR, uhlsport<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 13th<br />
1999/00 Bundesliga 9th<br />
2000/01 Bundesliga 7th<br />
2001/02 Bundesliga 6th<br />
2002/03 Bundesliga 6th<br />
2003/04 Bundesliga 1st<br />
2004/05 Bundesliga 3rd<br />
2005/06 Bundesliga 2nd<br />
2006/07 Bundesliga 3rd<br />
2007/08 Bundesliga 2nd<br />
geRMan CHaMpion<br />
1965, 1988, 1993, 2004<br />
geRMan fa Cup WinneR<br />
1961, 1991, 1994, 1999, 2004<br />
geRMan fa supeR Cup WinneR<br />
1988, 1993, 1994<br />
pReMieRe-ligapoKal WinneR<br />
BacK<br />
84 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 85<br />
2006<br />
euRopean Cup WinneRs’ Cup WinneR<br />
1992<br />
geRMan aMateuR CHaMpion<br />
1966, 1985, 1991<br />
home away<br />
weSer-Stadion<br />
franz-Böhmert-Straße 1c<br />
28205 Bremen, germany<br />
capacity: 42,354
licenSed cluBS l BundeSliga<br />
fC eneRgie CottBus<br />
CluB offiCes FC Energie Cottbus e. V.<br />
Am Eliaspark 1<br />
03042 Cottbus<br />
Germany<br />
www.fcenergie.de<br />
legal foRM Registered association (since 31 January 1966)<br />
adMinistRatiVe BoaRd Friedhelm Wiegelmann (Chairman),<br />
Dieter Friese, Dirk Engler, Andreas Beil,<br />
Frank Szymanski<br />
pResidential CoMMittee Ulrich Lepsch (President),<br />
Wolfgang Neubert (Vice-President),<br />
Prof. Gundolf Pahn (Vice-President)<br />
MeMBeRs 1,442<br />
fan CluBs 57<br />
stadiuM Stadion der Freundschaft (since 1950)<br />
Main sponsoR enviaM (since July 2001)<br />
Co-sponsoRs Coca-Cola, Lotto Brandenburg, Lübzer, Saller,<br />
Sparkasse Spree-Neiße, SpreeGas, Vattenfall<br />
Kit sponsoRs DERBYSTAR (since 2006)<br />
Sport Saller (since 2006)<br />
geRMan fa Cup finalist<br />
1997<br />
pRoMotion to tHe Bundesliga<br />
2000, 2006<br />
pRoMotion to tHe Bundesliga 2<br />
1997<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 11th<br />
1999/00 Bundesliga 2 3rd<br />
2000/01 Bundesliga 14th<br />
2001/02 Bundesliga 13th<br />
2002/03 Bundesliga 18th<br />
2003/04 Bundesliga 2 4th<br />
2004/05 Bundesliga 2 14th<br />
2005/06 Bundesliga 2 3rd<br />
2006/07 Bundesliga 13th<br />
2007/08 Bundesliga 14th<br />
home away<br />
Stadion der freundSchaft<br />
am eliaspark 1<br />
03042 cottbus, germany<br />
capacity: 22,808<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
BoRussia doRtMund<br />
CluB offiCes Borussia Dortmund GmbH & Co. KGaA<br />
Rheinlanddamm 207-209<br />
44137 Dortmund<br />
Germany<br />
www.bvb.de<br />
legal foRM Limited commercial partnership<br />
BoaRd of diReCtoRs Dr Reinhard Rauball (President),<br />
Gerd Pieper (Vice-President),<br />
Dr Reinhold Lunow (Treasurer)<br />
Managing diReCtoRs Hans-Joachim Watzke (Chairman),<br />
Thomas Treß<br />
Signal iduna parK<br />
supeRVisoRy BoaRd Gerd Pieper (Chairman),<br />
Harald Heinze (Deputy Chairman),<br />
Ruedi Baer, Othmar Freiherr von Diemar,<br />
Bernd Geske, Christian Kullmann<br />
Strobelallee 50<br />
44139 dortmund, germany<br />
capacity: 80,708<br />
MeMBeRs 32,000<br />
fan CluBs 555<br />
stadiuM Signal Iduna Park (since 1 December 2005)<br />
Main sponsoR Evonik Industries AG (former RAG)<br />
Kit sponsoR Nike (since 2004)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 4th<br />
1999/00 Bundesliga 11th<br />
2000/01 Bundesliga 3rd<br />
2001/02 Bundesliga 1st<br />
2002/03 Bundesliga 3rd<br />
2003/04 Bundesliga 6th<br />
2004/05 Bundesliga 6th<br />
2005/06 Bundesliga 7th<br />
2006/07 Bundesliga 9th<br />
2007/08 Bundesliga 13th<br />
geRMan CHaMpion<br />
1956, 1957, 1963, 1995, 1996, 2002<br />
geRMan fa Cup WinneR<br />
BacK<br />
86 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 87<br />
1965, 1989<br />
inteRContinental Cup WinneR<br />
1997<br />
euRopean Cup WinneRs’ Cup WinneR<br />
1966<br />
uefa CHaMpions league WinneR<br />
1997<br />
home away
licenSed cluBS l BundeSliga<br />
eintRaCHtfRanKfuRt<br />
CluB offiCes Eintracht Frankfurt Fußball AG<br />
Mörfelder Landstraße 362<br />
60528 Frankfurt am Main<br />
Germany<br />
www.eintracht.de<br />
legal foRM Public limited company (since 1 July 2000)<br />
eXeCutiVe BoaRd Heribert Bruchhagen (Chairman),<br />
Dr Thomas Pröckl, Klaus Lötzbeier<br />
supeRVisoRy BoaRd Herbert Becker (Chairman),<br />
Hans Hermann Reschke, Andreas Mechler,<br />
Dieter Burkert, Axel Hellmann,<br />
Peter Fischer, Bernd Ehinger,<br />
Achim Vandreike, Reinhard Gödel<br />
MeMBeRs 14,168<br />
fan CluBs 550<br />
stadiuM Commerzbank-Arena (since summer 2005)<br />
Main sponsoR Fraport AG (since 2001)<br />
pReMiuM paRtneRs Coca-Cola, Deutsche Bahn, Frankfurter Neue<br />
Presse, Helaba, Licher, Mainova, Manpower,<br />
RMV, Stada<br />
commerzBanK-arena<br />
Kit sponsoR JAKO (since 2003)<br />
mörfelder landstraße 362<br />
60528 frankfurt am main, germany<br />
capacity: 52,500<br />
geRMan CHaMpion<br />
1959<br />
geRMan fa Cup WinneR<br />
1974, 1975, 1981, 1988<br />
uefa Cup WinneR<br />
1980<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 15th<br />
1999/00 Bundesliga 14th<br />
2000/01 Bundesliga 17th<br />
2001/02 Bundesliga 2 7th<br />
2002/03 Bundesliga 2 3rd<br />
2003/04 Bundesliga 16th<br />
2004/05 Bundesliga 2 3rd<br />
2005/06 Bundesliga 14th<br />
2006/07 Bundesliga 14th<br />
2007/08 Bundesliga 9th<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
HaMBuRgeR sV<br />
CluB offiCes Hamburger Sport-Verein e. V.<br />
Sylvesterallee 7<br />
22525 Hamburg<br />
Germany<br />
www.hsv.de<br />
pResidential CoMMittee/<br />
Managing CoMMittee<br />
legal foRM Registered association (since 1887)<br />
Bernd Hoffmann (Chairman),<br />
Dietmar Beiersdorfer (Deputy Chairman),<br />
Oliver Scheel, Katja Kraus<br />
supeRVisoRy BoaRd Horst Becker (Chairman),<br />
Ernst-Otto Rieckhoff (Deputy Chairman),<br />
Alexander Otto (Deputy Chairman),<br />
Ronald Wulff, Bernd Enge, Peter Becker,<br />
Ian Karan, Prof. Jörg Debatin, Sergej Barbarez,<br />
Eckart Westphalen, Björn Floberg, Gerd Krug<br />
MeMBeRs 58,660<br />
fan CluBs 650<br />
stadiuM HSH Nordbank Arena (since 4 July 2007)<br />
Main sponsoR Emirates (since 2006/07)<br />
eXClusiVe paRtneRs Holsten, Imtech, NDR 2, Techniker Krankenkasse,<br />
Vattenfall<br />
„deR HaMBuRgeR Weg“<br />
paRtneRs<br />
Audi, Deutsche Telekom, Globetrotter Ausrüstung<br />
Haspa, Holsten, NDR 2, randstad, Vattenfall<br />
Kit sponsoR adidas (since 1 July 2007)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 7th<br />
1999/00 Bundesliga 3rd<br />
2000/01 Bundesliga 13th<br />
2001/02 Bundesliga 11th<br />
2002/03 Bundesliga 4th<br />
2003/04 Bundesliga 8th<br />
2004/05 Bundesliga 8th<br />
2005/06 Bundesliga 3rd<br />
2006/07 Bundesliga 7th<br />
2007/08 Bundesliga 4th<br />
geRMan CHaMpion<br />
1922, 1923, 1928, 1960, 1979, 1982, 1983<br />
geRMan fa Cup WinneR<br />
1963, 1976, 1987<br />
pReMieRe-ligapoKal WinneR<br />
BacK<br />
88 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 89<br />
1973, 2003<br />
euRopean Cup WinneR<br />
1983<br />
euRopean Cup WinneRs’ Cup WinneR<br />
1977<br />
home away<br />
hSh nordBanK arena<br />
Sylvesterallee 7<br />
22525 hamburg, germany<br />
capacity: 57,263
licenSed cluBS l BundeSliga<br />
HannoVeR 96<br />
CluB offiCes Hannover 96 GmbH & Co. KGaA<br />
Arthur-Menge-Ufer 5<br />
30169 Hannover<br />
Germany<br />
www.hannover96.de<br />
legal foRM Limited commercial partnership<br />
Managing diReCtoR Martin Kind<br />
supeRVisoRy BoaRd Rainer Feuerhake (Chairman)<br />
MeMBeRs 10,420<br />
fan CluBs 92<br />
stadiuM AWD-Arena (since 29 July 2002)<br />
Main sponsoR TUI (since 2002)<br />
eXClusiVe paRtneRs AWD, Coca-Cola, Hasseröder,<br />
HDI-Gerling, VW Nutzfahrzeuge<br />
Kit sponsoR Under Armour<br />
geRMan CHaMpion<br />
1938, 1954<br />
geRMan fa Cup WinneR<br />
1992<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 4th<br />
1999/00 Bundesliga 2 10th<br />
2000/01 Bundesliga 2 9th<br />
2001/02 Bundesliga 2 1st<br />
2002/03 Bundesliga 11th<br />
2003/04 Bundesliga 14th<br />
2004/05 Bundesliga 10th<br />
2005/06 Bundesliga 12th<br />
2006/07 Bundesliga 11th<br />
2007/08 Bundesliga 8th<br />
geRMan aMateuR CHaMpion<br />
1960, 1964, 1965<br />
1899 HoffenHeiM<br />
CluB offiCes TSG 1899 Hoffenheim<br />
Fußball-Spielbetriebs GmbH<br />
Silbergasse 45<br />
74889 Sinsheim-Hoffenheim<br />
Germany<br />
www.achtzehn99.de<br />
ManageMent<br />
(of tHe liMited liaBility<br />
CoMpany)<br />
legal foRM Limited liability company (since February 2005)<br />
Managing CoMMittee<br />
(of tHe RegisteRed<br />
assoCiation)<br />
MeMBeRs 2,900<br />
fan CluBs 92<br />
Jochen A. Rotthaus<br />
Peter Hofmann (Chairman),<br />
Kristian Bäumgärtner, Anton Nagl<br />
stadiuM Rhein-Neckar-Arena (since 2009)<br />
Main sponsoR TV Digital (since July 2008)<br />
home away teCHnology paRtneR SAP<br />
home away<br />
awd-arena<br />
arthur-menge-ufer 5<br />
30169 hannover, germany<br />
capacity: 49,000<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
Business pReMiuM<br />
paRtneRs<br />
Deutsche Bahn, FÖRCH, Sparkassen der Region,<br />
T-Systems, Union Investment<br />
Business teaM paRtneRs AOK, Audi, Benz Baustoffe, Bitburger, Coca-Cola,<br />
engelhorn, Fujitsu Siemens Computers, GEBHARDT<br />
Fördertechnik, HeidelbergCement, Life Sensor,<br />
Metropolregion Rhein-Neckar, Mosca, NetApp,<br />
Odenwald Quelle, Radio Regenbogen, Sanofi<br />
Pasteur MSD, SüdBest<br />
Kit sponsoR Puma<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Baden FA Sixth<br />
Division<br />
2nd<br />
1999/00 Baden FA Sixth<br />
Division<br />
1st<br />
2000/01 Fourth Division<br />
Baden-Württemberg<br />
1st<br />
2001/02 Third Division 13th<br />
2002/03 Third Division 5th<br />
2003/04 Third Division 5th<br />
2004/05 Third Division 7th<br />
2005/06 Third Division 4th<br />
2006/07 Third Division 2nd<br />
2007/08 Bundesliga 2 2nd<br />
pRoMotion to tHe Bundesliga<br />
rhein-necKar-arena<br />
dietmar-hopp-Straße 1<br />
74889 Sinsheim, germany<br />
capacity: 30,150<br />
BacK<br />
90 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 91<br />
2008<br />
pRoMotion to tHe Bundesliga 2<br />
2007
licenSed cluBS l BundeSliga<br />
KaRlsRuHeR sC<br />
CluB offiCes Karlsruher Sport-Club Mühlburg-Phönix e. V.<br />
Adenauerring 17<br />
76131 Karlsruhe<br />
Germany<br />
www.ksc.de<br />
legal foRM Registered association (since 6 June 1894)<br />
pResidential CoMMittee Hubert H. Raase (President), Michael Steidl,<br />
Rainer Schütterle<br />
ManageMent Rolf Dohmen<br />
adMinistRatiVe BoaRd Peter Mayer (Chairman),<br />
Rolf Hauer (Deputy Chairman),<br />
Bernd Bechtold, Lüppo Cramer, Arnold Trentl,<br />
Giuseppe Lepore, Horst Marschall<br />
MeMBeRs 4,900<br />
fan CluBs 50<br />
stadiuM Wildparkstadion (since 1954)<br />
Main sponsoR EnBW Energie Baden-Württemberg AG<br />
senioR paRtneRs Badische Staatsbrauerei Rothaus,<br />
Pfizer Pharma<br />
eXClusiVe paRtneRs ascent AG, Coca-Cola,<br />
Württembergische Versicherung AG<br />
wildparKStadion<br />
Kit sponsoRs JAKO (since 2000/01), Nike (shoes)<br />
adenauerring 17<br />
76131 Karlsruhe, germany<br />
capacity: 29,901<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 5th<br />
1999/00 Bundesliga 2 18th<br />
2000/01 Third Division 1st<br />
2001/02 Bundesliga 2 13th<br />
2002/03 Bundesliga 2 13th<br />
2003/04 Bundesliga 2 14th<br />
2004/05 Bundesliga 2 11th<br />
2005/06 Bundesliga 2 6th<br />
2006/07 Bundesliga 2 1st<br />
2007/08 Bundesliga 11th<br />
geRMan CHaMpion<br />
1909<br />
geRMan fa Cup WinneR<br />
1955, 1956<br />
uefa Cup seMi-finalist<br />
1994<br />
geRMan fa indooR Cup WinneR<br />
1995<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
1. fC Köln<br />
CluB offiCes 1. FC Köln GmbH & Co. KGaA<br />
Postfach 45 04 56<br />
50879 Cologne<br />
Germany<br />
www.fc-koeln.de<br />
legal foRM Limited commercial partnership (since March 2002)<br />
BoaRd of diReCtoRs Wolfgang Overath, Friedrich Neukirch,<br />
Jürgen Glowacz<br />
Managing diReCtoRs<br />
(of tHe liMited CoMMeRCial<br />
paRtneRsHip)<br />
adMinistRatiVe BoaRd<br />
(1. fussBall-CluB Köln<br />
01/07 e. V)<br />
supeRVisoRy BoaRd<br />
(of tHe liMited CoMMeRCial<br />
paRtneRsHip)<br />
MeMBeRs 46,500<br />
fan CluBs 1,325<br />
Claus Horstmann, Michael Meier<br />
Dr Rolf Martin Schmitz (Chairman),<br />
Johannes Becker, Dr Klaus R. Behrenbeck,<br />
Fritz Guckuk, Dr Klaus Dieter Leister,<br />
Lovro Mandac, Konstantin Neven DuMont,<br />
Bernhard Mattes, Josef Sanktjohanser,<br />
Fritz Schramma (Deputy Chairman),<br />
Dr Werner Wolf, Alexander Wüerst<br />
Dr Karl-Ludwig Kley (Chairman),<br />
Christian Berner, Alain Caparros,<br />
Manfred Hell, Peter Hoffacker,<br />
Lothar Ruschmeier<br />
stadiuM RheinEnergieStadion (since July 2002)<br />
Main sponsoR REWE Group<br />
pReMiuM sponsoRs RheinEnergie AG, Jack Wolfskin, Ford, Gaffel Kölsch,<br />
HDI-Gerling, Galeria Kaufhof, HRS.de, funny-frisch<br />
Kit sponsoR Reebok (since 2008)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 10th<br />
1999/00 Bundesliga 2 1st<br />
2000/01 Bundesliga 10th<br />
2001/02 Bundesliga 17th<br />
2002/03 Bundesliga 2 2nd<br />
2003/04 Bundesliga 18th<br />
2004/05 Bundesliga 2 1st<br />
2005/06 Bundesliga 17th<br />
2006/07 Bundesliga 2 9th<br />
2007/08 Bundesliga 2 3rd<br />
geRMan CHaMpion<br />
1962, 1964, 1978<br />
geRMan fa Cup WinneR<br />
1968, 1977, 1978, 1983<br />
home away<br />
rheinenergieStadion<br />
aachener Straße 999<br />
50933 cologne, germany<br />
capacity: 49,958<br />
BacK<br />
92 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 93
licenSed cluBS l BundeSliga<br />
Bayarena<br />
BayeR 04 leVeRKusen<br />
CluB offiCes Bayer 04 Leverkusen Fußball GmbH<br />
Bismarckstraße 122-124<br />
51373 Leverkusen<br />
Germany<br />
www.bayer04.de<br />
legal foRM Limited liability company (since 1 April 1999)<br />
ManageMent Wolfgang Holzhäuser<br />
sHaReHoldeRs’<br />
CoMMittee<br />
Johannes Dietsch (Chairman),<br />
Klaus Beck, Michael Schade,<br />
Heribert Faßbender, Rainer Meyer<br />
MeMBeRs 14,000 (Bayer 04 and Löwenclub)<br />
fan CluBs 315 (10,000 members)<br />
stadiuM BayArena (since 1998/99)<br />
Main sponsoR TelDaFax Energy<br />
Co-sponsoRs AirBerlin, AWD, Bauhaus, Bitburger, Coca-Cola,<br />
Express, Gaffel Kölsch, Nestlé Schöller,<br />
PB-Versicherungen, Sparkasse Leverkusen, star,<br />
Tommy Hilfiger, Triumph-Adler, Vittel, Völkel<br />
Kit sponsoR adidas (for decades)<br />
Bismarckstraße 122-124<br />
51373 leverkusen, germany<br />
capacity: 30,000<br />
(from 2009/2010 season)<br />
uefa Cup WinneR<br />
1988<br />
geRMan fa Cup WinneR<br />
1993<br />
geRMan fa Cup finalist<br />
2002<br />
uefa CHaMpions league finalist<br />
2002<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2nd<br />
1999/00 Bundesliga 2nd<br />
2000/01 Bundesliga 4th<br />
2001/02 Bundesliga 2nd<br />
2002/03 Bundesliga 15th<br />
2003/04 Bundesliga 3rd<br />
2004/05 Bundesliga 6th<br />
2005/06 Bundesliga 5th<br />
2006/07 Bundesliga 5th<br />
2007/08 Bundesliga 7th<br />
uefa CHaMpions league quaRteR-finalist<br />
1997/98<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
BoRussia<br />
MönCHengladBaCH<br />
CluB offiCes Borussia VfL 1900 Mönchengladbach GmbH<br />
Hennes-Weisweiler-Allee 1<br />
41179 Mönchengladbach<br />
Germany<br />
www.borussia.de<br />
pResidential CoMMittee/<br />
Managing CoMMittee<br />
legal foRM Registered association<br />
(holds 100% of the limited liability company)<br />
Rolf Königs (President),<br />
Rainer Bonhof (Vice-President),<br />
Siegfried Söllner (Vice-President),<br />
Stefan A. C. Schippers (Managing Director),<br />
Max Eberl (Sports Director)<br />
supeRVisoRy BoaRd Hermann Jansen (Chairman),<br />
Norbert Bocks, Dr Dirk W. Rosenbaum,<br />
Stefan Krebs, Prof. Reiner Körfer,<br />
Prof. Günter Konrad,<br />
Dr jur. Karl-Theodor Herfs<br />
MeMBeRs 40,000<br />
fan CluBs 670<br />
stadiuM BORUSSIA-PARK (since 31 July 2004)<br />
Main sponsoR KYOCERA (since 1 January 2005)<br />
Co-sponsoRs/<br />
pReMiuM paRtneRs<br />
Air Berlin, Audi, Böklunder, Credit Life, Gardeur,<br />
Jack Wolfskin, Jever, Lotto, Rheinische Post,<br />
Santander, Vittel<br />
stadiuM paRtneRs Coca-Cola, EGN, Frankenheim, Heinecke<br />
Dienstleistungen, Jever, Kaiser’s Tengelmann AG,<br />
Kamps, Langnese, NVV AG<br />
BoruSSia-parK<br />
Kit sponsoR Lotto (since 1 July 2003)<br />
hennes-weisweiler-allee 1<br />
41179 mönchengladbach, germany<br />
capacity: 54,067<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 18th<br />
1999/00 Bundesliga 2 5th<br />
2000/01 Bundesliga 2 2nd<br />
2001/02 Bundesliga 12th<br />
2002/03 Bundesliga 12th<br />
2003/04 Bundesliga 11th<br />
2004/05 Bundesliga 15th<br />
2005/06 Bundesliga 10th<br />
2006/07 Bundesliga 18th<br />
2007/08 Bundesliga 2 1st<br />
geRMan CHaMpion<br />
1970, 1971, 1975, 1976, 1977<br />
geRMan fa Cup WinneR<br />
1960, 1973, 1995<br />
uefa Cup WinneR<br />
BacK<br />
94 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 95<br />
1975, 1979<br />
home away
licenSed cluBS l BundeSliga<br />
fC BayeRn MuniCH<br />
CluB offiCes FC Bayern München AG<br />
Säbener Straße 51-57<br />
81547 Munich<br />
Germany<br />
www.fcbayern.de<br />
legal foRM Public limited company (since 1 July 2001)<br />
eXeCutiVe BoaRd Karl-Heinz Rummenigge (CEO),<br />
Uli Hoeneß (Deputy CEO), Karl Hopfner<br />
supeRVisoRy BoaRd Franz Beckenbauer (Chairman),<br />
Herbert Hainer (Deputy Chairman),<br />
Dr Karl-Gerhard Eick, Prof. Herbert Henzler,<br />
Helmut Markwort, Eckhart Müller-Heydenreich,<br />
Dieter Rampl, Prof. Fritz Scherer,<br />
Prof. Martin Winterkorn<br />
MeMBeRs 151,130<br />
fan CluBs 2,459<br />
stadiuM Allianz Arena (since 2005)<br />
Main sponsoRs adidas AG (since 1965),<br />
Deutsche Telekom AG (since 2002)<br />
pReMiuM paRtneRs Allianz, Arabella Starwood, Audi, Coca-Cola,<br />
E.ON, free-bwin.com, HypoVereinsbank,<br />
Konica Minolta, Lufthansa, MAN, Medion,<br />
Nikon, Paulaner, Sony Ericsson<br />
ClassiC paRtneRs Adelholzener, Boss, Ebel, Lanson, Lego,<br />
MSC Kreuzfahrten, Titan Bags, TV Movie,<br />
viagogo, Weihenstephan, WMF<br />
Kit sponsoR adidas (since 1965)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 1st<br />
1999/00 Bundesliga 1st<br />
2000/01 Bundesliga 1st<br />
2001/02 Bundesliga 3rd<br />
2002/03 Bundesliga 1st<br />
2003/04 Bundesliga 2nd<br />
2004/05 Bundesliga 1st<br />
2005/06 Bundesliga 1st<br />
2006/07 Bundesliga 4th<br />
2007/08 Bundesliga 1th<br />
geRMan CHaMpion<br />
1932, 1969, 1972, 1973, 1974, 1980, 1981,<br />
1985, 1986, 1987, 1989, 1990, 1994, 1997,<br />
1999, 2000, 2001, 2003, 2005, 2006, 2008<br />
geRMan fa Cup WinneR<br />
1957, 1966, 1967, 1969, 1971, 1982, 1984,<br />
1986, 1998, 2000, 2003, 2005, 2006, 2008<br />
pReMieRe-ligapoKal WinneR<br />
1997, 1998, 1999, 2000, 2004, 2007<br />
geRMan fa supeR Cup WinneR<br />
1987, 1990<br />
inteRContinental Cup WinneR<br />
1976, 2001<br />
euRopean Cup WinneR<br />
1974, 1975, 1976<br />
uefa CHaMpions league WinneR<br />
2001<br />
euRopean Cup WinneRs’ Cup WinneR<br />
1967<br />
uefa Cup WinneR<br />
1996<br />
home away<br />
allianz arena<br />
werner-heisenberg-allee 25<br />
80939 munich, germany<br />
capacity: 69,901<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
fC sCHalKe 04<br />
CluB offiCes FC Schalke 04 e. V.<br />
Ernst-Kuzorra-Weg 1<br />
45891 Gelsenkirchen<br />
Germany<br />
www.schalke04.de<br />
pResidential CoMMittee/<br />
Managing CoMMittee<br />
legal foRM Registered association(since 4 May 1904)<br />
Josef Schnusenberg (Chairman),<br />
Peter Peters (Managing Director),<br />
Andreas Müller (Manager)<br />
supeRVisoRy BoaRd Clemens Tönnies (Chairman),<br />
Hans-Joachim Burdenski (Deputy Chairman),<br />
Karl-Heinz Beul jr., Peter Lange, Detlef Ernsting,<br />
Horst Poganaz, Rolf Rojek, Dr Carl Albrecht Schade,<br />
Till Zech, Dr Jens Buchta<br />
MeMBeRs 80,000<br />
fan CluBs approx. 1,500<br />
stadiuM VELTINS-Arena (since 1 July 2005)<br />
Main sponsoR Gazprom (since 1 January 2007)<br />
Co-sponsoRs Veltins, Air Berlin, Böklunder, ELE, E.ON Ruhrgas,<br />
Reinert, Roller, Sinalco, Victoria, Volkswagen AG<br />
Kit sponsoR adidas<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 10th<br />
1999/00 Bundesliga 13th<br />
2000/01 Bundesliga 2nd<br />
2001/02 Bundesliga 5th<br />
2002/03 Bundesliga 7th<br />
2003/04 Bundesliga 7th<br />
2004/05 Bundesliga 2nd<br />
2005/06 Bundesliga 4th<br />
2006/07 Bundesliga 2nd<br />
2007/08 Bundesliga 3rd<br />
geRMan CHaMpion<br />
1934, 1935, 1937, 1939, 1940, 1942, 1958<br />
geRMan fa Cup WinneR<br />
1937, 1972, 2001, 2002<br />
pReMieRe-ligapoKal WinneR<br />
BacK<br />
96 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 97<br />
2005<br />
uefa Cup WinneR<br />
1997<br />
home away<br />
veltinS-arena<br />
arenaring 1<br />
45891 gelsenkirchen, germany<br />
capacity: 61,481
licenSed cluBS l BundeSliga<br />
VfB stuttgaRt<br />
CluB offiCes VfB Stuttgart 1893 e. V.<br />
Mercedesstraße 109<br />
70372 Stuttgart<br />
Germany<br />
www.vfb.de<br />
legal foRM Registered association<br />
Managing CoMMittee Erwin Staudt (President), Ulrich Ruf<br />
supeRVisoRy BoaRd Dr Dieter Hundt (Chairman),<br />
Dr Joachim Schmidt (Deputy Chairman),<br />
Gerd E. Mäuser, Dr h.c. Detlef Schmidt,<br />
Rudolf Zipf<br />
MeMBeRs approx. 45,000<br />
fan CluBs 324<br />
stadiuM Mercedes-Benz Arena (since 2008)<br />
Main sponsoR EnBW Energie Baden-Württemberg AG<br />
(since July 2005)<br />
eXClusiVe paRtneRs Mercedes-Benz, Fanuc Robotics<br />
pReMiuM paRtneRs BW-Bank/LBBW, Dinkelacker/Hasseröder,<br />
Weru<br />
teaM paRtneRs Breuninger, Coca-Cola, Ensinger, GEK,<br />
Häussler, Hofmeister, Kärcher, Lenovo,<br />
Reiff, Sparkassen Versicherung, SWR 1,<br />
Würth<br />
Kit sponsoR Puma (since 2002)<br />
geRMan CHaMpion<br />
1950, 1952, 1984, 1992, 2007<br />
geRMan fa Cup WinneR<br />
1954, 1958, 1997<br />
geRMan fa supeR Cup WinneR<br />
1992<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 11th<br />
1999/00 Bundesliga 8th<br />
2000/01 Bundesliga 15th<br />
2001/02 Bundesliga 9th<br />
2002/03 Bundesliga 2nd<br />
2003/04 Bundesliga 4th<br />
2004/05 Bundesliga 5th<br />
2005/06 Bundesliga 9th<br />
2006/07 Bundesliga 1st<br />
2007/08 Bundesliga 6th<br />
uefa inteRtoto Cup WinneR<br />
2000, 2002<br />
home away<br />
mercedeS-Benz arena<br />
mercedesstraße 87<br />
70372 Stuttgart, germany<br />
capacity: 55,774<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
Vfl WolfsBuRg<br />
CluB offiCes VfL Wolfsburg-Fußball GmbH<br />
In den Allerwiesen 1<br />
38446 Wolfsburg<br />
Germany<br />
www.vfl-wolfsburg.de<br />
legal foRM Limited liability company (since 23 May 2001)<br />
ManageMent Wolfgang Hotze, Jürgen Marbach, Felix Magath<br />
supeRVisoRy BoaRd Hans Dieter Pötsch (Chairman),<br />
Francisco Javier Garcia Sanz (Deputy Chairman),<br />
Stephan Grühsem (Deputy Chairman),<br />
Bernd Osterloh, Prof. Peter Haase,<br />
Rolf Schnellecke, Manfred Termath,<br />
Dr Ekkehardt Wesner<br />
MeMBeRs approx. 10,750<br />
fan CluBs 125<br />
stadiuM VOLKSWAGEN ARENA<br />
Main sponsoR Volkswagen AG<br />
pReMiuM paRtneRs Autostadt, Coca-Cola, KUKA, Jack Wolfskin,<br />
LUK, Nike, Porsche, T-Systems,<br />
Volkswagen Financial Service, Wittinger<br />
Kit sponsoR Nike (since 2004)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 6th<br />
1999/00 Bundesliga 7th<br />
2000/01 Bundesliga 9th<br />
2001/02 Bundesliga 10th<br />
2002/03 Bundesliga 8th<br />
2003/04 Bundesliga 10th<br />
2004/05 Bundesliga 9th<br />
2005/06 Bundesliga 15th<br />
2006/07 Bundesliga 15th<br />
2007/08 Bundesliga 5th<br />
geRMan aMateuR RunneR-up<br />
volKSwagen arena<br />
in den allerwiesen 1<br />
38446 wolfsburg, germany<br />
capacity: 29,785<br />
BacK<br />
98 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 99<br />
1963<br />
geRMan fa Cup finalist<br />
1995<br />
pRoMotion to tHe Bundesliga<br />
1997<br />
uefa Cup paRtiCipant<br />
1999, 2008<br />
ui Cup finalist<br />
2003<br />
home away
licenSed cluBS l BundeSliga 2<br />
aleMannia aaCHen<br />
CluB offiCes Alemannia Aachen GmbH<br />
Sonnenweg 11<br />
52070 Aachen<br />
Germany<br />
www.alemannia-aachen.de<br />
legal foRM Limited liability company (since 1 January 2006)<br />
ManageR Frithjof Kraemer<br />
spoRts diReCtoR Andreas Bornemann<br />
supeRVisoRy BoaRd Dr Jürgen Linden (Chairman),<br />
Franz-Wilhelm Hilgers (Deputy Chairman),<br />
Prof. Helmut Breuer, Hans-Peter Appel,<br />
Jürgen Frantzen, Prof. Horst Heinrichs,<br />
Carlo Soiron, Klaus-Dieter Wolf<br />
MeMBeRs 9,213<br />
fan CluBs 54<br />
stadiuM Tivoli (since 1928)<br />
Main sponsoR AachenMünchener (since 1999/2000)<br />
top sponsoRs Aachener Printen- und Schokoladenfabrik<br />
Henry Lambertz, accom, Arei Abwassertechnik,<br />
Coca-Cola, Creutz & Partners Global Asset<br />
Management S.A., JAKO, Bitburger, Media Markt,<br />
Stawag, Sparkasse Aachen, Wohnwelt Pallen<br />
tivoli<br />
Krefelder Straße<br />
52070 aachen, germany<br />
capacity: 32,900<br />
Kit sponsoR JAKO (since 2003/04)<br />
geRMan league CHaMpion RunneR-up<br />
1969<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Third Division 1st<br />
1999/00 Bundesliga 2 8th<br />
2000/01 Bundesliga 2 10th<br />
2001/02 Bundesliga 2 14th<br />
2002/03 Bundesliga 2 6th<br />
2003/04 Bundesliga 2 6th<br />
2004/05 Bundesliga 2 6th<br />
2005/06 Bundesliga 2 2nd<br />
2006/07 Bundesliga 17th<br />
2007/08 Bundesliga 2 7th<br />
geRMan fa Cup finalist<br />
1953, 1965, 2004<br />
uefa Cup tHiRd Round<br />
2004/05<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
RotWeiss aHlen<br />
CluB offiCes ROT WEISS Ahlen e. V.<br />
August-Kirchner-Straße 14<br />
59229 Ahlen<br />
Germany<br />
www.rwahlen.de<br />
legal foRM Registered association<br />
pResidential CoMMittee Heinz-Jürgen Gosda (President),<br />
Jörg Hellwig (Vice-President)<br />
finanCes Rainer Kriwat<br />
supeRVisoRy BoaRd Bernd Mehring (Chairman)<br />
MeMBeRs 1,001<br />
fan CluBs 9<br />
stadiuM Wersestadion<br />
Main sponsoR Reflex Winkelmann<br />
pReMiuM sponsoRs Gosda Bau, Overmann GbR, Sonntagsrundblick,<br />
Volksbank Ahlen<br />
Co-sponsoRs Autohaus Potthoff, Coca-Cola, easyCredit, Ferro<br />
Industrieanlagen, Industrievertretung B. Knaup,<br />
K+B Hermann Buschkötter, Mercedes Ostendorf,<br />
Office People, Sparkasse Münsterland Ost,<br />
Stadtwerke Ahlen, Taxofit<br />
Kit sponsoR JAKO<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Third Division 6th<br />
1999/00 Third Division 2nd<br />
2000/01 Bundesliga 2 6th<br />
2001/02 Bundesliga 2 8th<br />
2002/03 Bundesliga 2 12th<br />
2003/04 Bundesliga 2 12th<br />
2004/05 Bundesliga 2 13th<br />
2005/06 Bundesliga 2 17th<br />
2006/07 Third Division 13th<br />
2007/08 Third Division 1st<br />
pRoMotion to tHe Bundesliga 2<br />
werSeStadion<br />
august-Kirchner-Straße 14<br />
59229 ahlen, germany<br />
capacity: 10,288<br />
BacK<br />
100 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 101<br />
2000, 2008<br />
tHiRd diVision CHaMpion (noRtH)<br />
2008<br />
home away
licenSed cluBS l BundeSliga 2<br />
fC augsBuRg<br />
CluB offiCes Fußball-Club Augsburg 1907 GmbH & Co. KGaA<br />
Donauwörther Straße 170<br />
86154 Augsburg<br />
Germany<br />
www.fcaugsburg.de<br />
legal foRM Limited commercial partnership (since April 2006)<br />
BoaRd of diReCtoRs Walther Seinsch (Chairman),<br />
Richard Baur (Deputy Chairman),<br />
Jakob Geyer<br />
Managing diReCtoR Andreas Rettig<br />
supeRVisoRy BoaRd Peter Bircks (Chairman),<br />
Johannes Hintersberger, Rudolph Reisch,<br />
Walter Sianos, Dr Gerhard Ecker<br />
MeMBeRs 2,100<br />
fan CluBs 37<br />
stadiuM Rosenaustadion (since 16 September 1951)<br />
Main sponsoR impuls AG (since 1 July 2007)<br />
eXClusiVe paRtneRs Augsburger Allgemeine, Augsburger<br />
Aktienbank AG, Humbaur GmbH, Segmüller,<br />
Sortimo, Stadtwerke Augsburg<br />
paRtneRs Cadcon, Coca-Cola, Helmes Personalservice GmbH,<br />
KUKA, Lotto Bayern, M-net Telekommunikations<br />
GmbH, NCR, PCI Augsburg, RT 1, SGL Group<br />
supplieRs Landbäckerei Ihle, Überkinger MinAG<br />
Kit sponsoR DO YOU FOOTBALL (since 1 July 2007)<br />
roSenauStadion<br />
Stadionstraße<br />
86159 augsburg, germany<br />
capacity: 28,000<br />
seCond diVision CHaMpion (soutH)<br />
1961<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Third Division 14th<br />
1999/00 Third Division 8th<br />
2000/01 Fourth Division 4th<br />
2001/02 Fourth Division 1st<br />
2002/03 Third Division 3rd<br />
2003/04 Third Division 4th<br />
2004/05 Third Division 4th<br />
2005/06 Third Division 1st<br />
2006/07 Bundesliga 2 7th<br />
2007/08 Bundesliga 2 14th<br />
pRoMotion to tHe Bundesliga 2<br />
2005/06<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
MsVduisBuRg<br />
CluB offiCes MSV Duisburg GmbH & Co. KGaA<br />
Margaretenstraße 5-7<br />
47055 Duisburg<br />
Germany<br />
www.msv-duisburg.de<br />
legal foRM Limited commercial partnership<br />
Managing diReCtoR Björn Bremer<br />
supeRVisoRy BoaRd Walter Hellmich (Chairman),<br />
Dr Gerd Görtz, Hermann Hövelmann,<br />
Walter Schlenkenbrock<br />
MeMBeRs approx. 4,000<br />
fan CluBs 65<br />
stadiuM MSV-Arena (since April 2004)<br />
Main sponsoR Evonik Industries (since Juni 2008)<br />
pReMiuM sponsoRs Hellmich Gruppe, duisport logport, Gebag,<br />
Klöckner & Co, König Pilsener, Rheinfels/Sinalco,<br />
RWE, Schauinsland Reisen, Sparkasse Duisburg,<br />
Stadtwerke Duisburg, Xella<br />
Kit sponsoR uhlsport (since 1999)<br />
mSv-arena<br />
margaretenstraße 5 –7<br />
47055 duisburg, germany<br />
capacity: 31,514<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 8th<br />
1999/00 Bundesliga 18th<br />
2000/01 Bundesliga 2 11th<br />
2001/02 Bundesliga 2 11th<br />
2002/03 Bundesliga 2 8th<br />
2003/04 Bundesliga 2 7th<br />
2004/05 Bundesliga 2 2nd<br />
2005/06 Bundesliga 18th<br />
2006/07 Bundesliga 2 3rd<br />
2007/08 Bundesliga 18th<br />
geRMan league CHaMpion RunneR-up<br />
BacK<br />
102 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 103<br />
1964<br />
geRMan fa Cup finalist<br />
1966, 1975, 1998<br />
uefa Cup seMi-finalist<br />
1979<br />
home away
licenSed cluBS l BundeSliga 2<br />
fsVfRanKfuRt<br />
CluB offiCes FSV Frankfurt 1899 e. V.<br />
Am Erlenbruch 1<br />
60386 Frankfurt/Main<br />
Germany<br />
www.fsv-frankfurt.de<br />
legal foRM Registered association<br />
ManageR Bernd Reisig<br />
pResidential CoMMittee Julius Rosenthal (President),<br />
Vice-Presidents: Ludwig v. Natzmer,<br />
Wolfgang Kurka, Walter Schimmel, Willi Hebbel<br />
MeMBeRs 1,000<br />
fan CluBs 5<br />
stadiuM Frankfurter Volksbank Stadion<br />
Commerzbank-Arena (current stadium)<br />
Main sponsoR Hyundai Motor Deutschland, Neckarsulm<br />
pReMiuM paRtneRs easyCredit (Nuremberg),<br />
Mainova AG (Frankfurt/Main)<br />
Co-sponsoRs Frankfurter Volksbank, Licher, RMV<br />
Kit sponsoR JAKO<br />
commerzBanK-arena<br />
mörfelder landstraße 362<br />
60528 frankfurt/main, germany<br />
capacity: 52,500<br />
geRMan league CHaMpion RunneR-up<br />
1925<br />
soutH geRMan league CHaMpion<br />
1933<br />
geRMan fa Cup RunneR-up<br />
1938<br />
geRMan aMateuR CHaMpion<br />
1972<br />
Hesse fa CHaMpion<br />
1982, 1994, 1998, 2007<br />
tHiRd diVision CHaMpion (soutH)<br />
2008<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Third Division 15th<br />
1999/00 Third Division 14th<br />
2000/01 Fourth Division 5th<br />
2001/02 Fourth Division 2nd<br />
2002/03 Fourth Division 3rd<br />
2003/04 Fourth Division 6th<br />
2004/05 Fourth Division 2nd<br />
2005/06 Fourth Division 2nd<br />
2006/07 Fourth Division 1st<br />
2007/08 Third Division 1st<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
sC fReiBuRg<br />
CluB offiCes Sport-Club Freiburg e. V.<br />
Schwarzwaldstraße 193<br />
79117 Freiburg<br />
Germany<br />
www.scfreiburg.com<br />
legal foRM Registered association<br />
aCting BoaRd Achim Stocker (Chairman), Fritz Keller,<br />
Martin Weimer, Dr Heinrich Breit<br />
MeMBeRs approx. 2,600<br />
fan CluBs 65<br />
stadiuM badenova-Stadion (since 1 July 2004)<br />
Main sponsoR Duravit AG (since 1 July 2007)<br />
Co-sponsoRs badenova, JAKO, Rothaus, Suzuki Automobile<br />
Kit sponsoR JAKO (since1 July 1999)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 12th<br />
1999/00 Bundesliga 12th<br />
2000/01 Bundesliga 6th<br />
2001/02 Bundesliga 16th<br />
2002/03 Bundesliga 2 1st<br />
2003/04 Bundesliga 13th<br />
2004/05 Bundesliga 18th<br />
2005/06 Bundesliga 2 4th<br />
2006/07 Bundesliga 2 4th<br />
2007/08 Bundesliga 2 5th<br />
pRoMotion to tHe Bundesliga<br />
1993, 1998, 2003<br />
tHiRd plaCe in Bundesliga taBle<br />
Badenova-Stadion<br />
Schwarzwaldstraße 193<br />
79117 freiburg, germany<br />
capacity: 24,120<br />
BacK<br />
104 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 105<br />
1994/95<br />
siXtH plaCe in Bundesliga taBle<br />
2000/01<br />
uefa Cup paRtiCipation<br />
1995, 2001<br />
home away
licenSed cluBS l BundeSliga 2<br />
spVgg gReutHeR füRtH<br />
CluB offiCes SpVgg Greuther Fürth GmbH & Co. KGaA<br />
Laubenweg 60<br />
90765 Fürth<br />
Germany<br />
www.greuther-fuerth.de<br />
legal foRM Limited commercial partnership (since 2003)<br />
ManageMent Helmut Hack (Managing Director),<br />
Holger Schwiewagner (Member of Management),<br />
Dirk Weißert (Member of Management)<br />
supeRVisoRy BoaRd Walter Brand (Chairman),<br />
Peter Köhr (Deputy Chairman), Walter Kurz,<br />
Horst Müller, Jochen Schreier, Adolf Wedel<br />
MeMBeRs 2,550<br />
fan CluBs 16<br />
stadiuM Playmobil-Stadion (since 1997)<br />
Main sponsoR KarstadtQuelle Versicherungen (since 2002)<br />
KleeBlatt<br />
eXClusiVe sponsoRs<br />
Coca-Cola, Franken Brunnen, Kropf Automobile,<br />
Martin Bauer, Milford, Tucher<br />
Kit sponsoR JAKO (since 2007)<br />
playmoBil-Stadion<br />
laubenweg 60<br />
90765 fürth, germany<br />
capacity: 15,000<br />
geRMan CHaMpion<br />
1914, 1926, 1929<br />
geRMan fa indooR Cup WinneR<br />
2000<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 8th<br />
1999/00 Bundesliga 2 7th<br />
2000/01 Bundesliga 2 5th<br />
2001/02 Bundesliga 2 5th<br />
2002/03 Bundesliga 2 5th<br />
2003/04 Bundesliga 2 9th<br />
2004/05 Bundesliga 2 5th<br />
2005/06 Bundesliga 2 5th<br />
2006/07 Bundesliga 2 5th<br />
2007/08 Bundesliga 2 6th<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
fC ingolstadt04<br />
CluB offiCes FC Ingolstadt 04 Fussball GmbH<br />
Geisenfelder Straße 1<br />
85053 Ingolstadt<br />
Germany<br />
www.fcingolstadt.de<br />
legal foRM Limited liability company<br />
supeRVisoRy BoaRd Peter Jackwerth (Chairman),<br />
Dr h. c. Andreas Schleef (Deputy Chairman),<br />
Frank Dreves, Dr Alfred Lehmann,<br />
Harald Schafbauer, Dr Martin Wagener<br />
ManageMent Harald Gärtner<br />
MeMBeRs<br />
(of tHe RegisteRed<br />
assoCiation)<br />
fan CluBs 6<br />
BacK<br />
106 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 107<br />
565<br />
stadiuM TUJA Stadion (since 2008)<br />
Main sponsoRs AUDI AG<br />
TUJA Holding GmbH<br />
pReMiuM paRtneRs Adecco Personaldienstleistungen, Deutsche Sinalco,<br />
Donat IT GmbH, Druck Pruskil, Herrnbräu, K & K<br />
Consulting Unternehmensberatung und Immobilien<br />
Kit sponsoR Nike<br />
history of club’s success<br />
end-of-season taBle position<br />
2004/05 Fourth Division 2nd<br />
2005/06 Fourth Division 1st<br />
2006/07 Third Division (South) 5th<br />
2007/08 Third Division (South) 2nd<br />
pRoMotion to tHe Bundesliga 2<br />
2008<br />
home away<br />
tuJa Stadion<br />
geisenfelder Straße 1<br />
85053 ingolstadt, germany<br />
capacity: 11,431
licenSed cluBS l BundeSliga 2<br />
1. fC KaiseRslauteRn<br />
CluB offiCes 1. FC Kaiserslautern e. V.<br />
Fritz-Walter-Straße 1<br />
67663 Kaiserslautern<br />
Germany<br />
www.fck.de<br />
legal foRM Registered association<br />
HonoRaRy adVisoRy<br />
BoaRd<br />
Georg Adolf Schnarr (Honorary Chairman),<br />
Dr Willi Pfeifer, Erwin Scheffler,<br />
Dr Burkhard Schappert, Klaus Westrich<br />
Managing CoMMittee Stefan Kuntz (Chairman),<br />
Dr Johannes Ohlinger<br />
supeRVisoRy BoaRd Prof. Dieter Rombach (Chairman),<br />
Gerhard Theis (Deputy Chairman),<br />
Dr Martin Sester, Ottmar Frenger,<br />
Prof. Gerhard Steinebach, Hartmut Emrich<br />
MeMBeRs 12,996<br />
fan CluBs approx. 400<br />
stadiuM Fritz-Walter-Stadion (since 1985)<br />
Main sponsoR Deutsche Vermögensberatung (since 1998)<br />
eXClusiVe paRtneRs ANSMANN AG, Coca-Cola, Karlsberg Brauerei,<br />
Lotto Rheinland-Pfalz, RPR 1, www.reifen-vor-ort.de<br />
Kit sponsoR Kappa (since 2003)<br />
fritz-walter-Stadion<br />
fritz-walter-Straße 1<br />
67663 Kaiserslautern, germany<br />
capacity: 48,500<br />
geRMan CHaMpion<br />
1951, 1953, 1991, 1998<br />
geRMan fa Cup WinneR<br />
1990, 1996<br />
geRMan fa supeR Cup WinneR<br />
1991<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 5th<br />
1999/00 Bundesliga 5th<br />
2000/01 Bundesliga 8th<br />
2001/02 Bundesliga 7th<br />
2002/03 Bundesliga 14th<br />
2003/04 Bundesliga 15th<br />
2004/05 Bundesliga 12th<br />
2005/06 Bundesliga 16th<br />
2006/07 Bundesliga 2 6th<br />
2007/08 Bundesliga 2 13th<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
tus KoBlenz<br />
CluB offiCes TuS Koblenz GmbH<br />
Altlöhrtor 13-15<br />
56068 Koblenz<br />
Germany<br />
www.tuskoblenz.de<br />
legal foRM Limited liability company (since July 2007)<br />
supeRVisoRy BoaRd Walterpeter Twer (Chairman),<br />
Walter Thul, Manfred Wyrwoll,<br />
Rolf Schmitz (Acting President of<br />
Registered Association), Hans Dill,<br />
Fred Pretz, Walter Desch<br />
MeMBeRs 1,600<br />
fan CluBs 51<br />
stadiuM Stadion Oberwerth (since 1936)<br />
Main sponsoR Rhein-Zeitung (since 2005/06)<br />
Co-sponsoRs awk Außenwerbung, Ehl GmbH, EVM,<br />
Griesson-de Beukelaer, Koblenz Touristik,<br />
Königsbacher Brauerei, Lotto Rheinland-Pfalz,<br />
RPR1, Select NY., Sparkasse Koblenz,<br />
Stadtwerke Koblenz, Transdev SZ<br />
Kit sponsoR Nike (since 2004/05)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Fourth Division 14th<br />
1999/00 Fourth Division 9th<br />
2000/01 Fourth Division 9th<br />
2001/02 Fourth Division 11th<br />
2002/03 Fourth Division 11th<br />
2003/04 Fourth Division 1st<br />
2004/05 Third Division 11th<br />
2005/06 Third Division 2nd<br />
2006/07 Bundesliga 2 12th<br />
2007/08 Bundesliga 2 10th<br />
final Round of tHe geRMan league<br />
CHaMpionsHip paRtiCipant<br />
Stadion oBerwerth<br />
Jupp-gauchel-Straße 10<br />
56075 Koblenz, germany<br />
capacity: 15,212<br />
BacK<br />
108 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 109<br />
1948, 1950<br />
Bundesliga qualifying Round paRtiCipant<br />
(as tus neuendoRf)<br />
1968, 1969<br />
fouRtH diVision CHaMpion (soutHWest)<br />
2004<br />
home away
licenSed cluBS l BundeSliga 2<br />
1. fsVMainz 05<br />
CluB offiCes 1. FSV Mainz 05 e. V.<br />
Postfach 1969<br />
55009 Mainz<br />
Germany<br />
www.mainz05.de<br />
pResidential CoMMittee/<br />
Managing CoMMittee<br />
MeMBeRs (pResidential<br />
CoMMittee)<br />
legal foRM Registered association<br />
MeMBeRs 9,600<br />
fan CluBs 200<br />
Harald Strutz (President),<br />
Jürgen Doetz (Vice-President),<br />
Peter Arens (Vice-President),<br />
Karl-Heinz Elsäßer (Vice-President)<br />
Hubert Friedrich, Friedhelm Andres,<br />
Bernhard Geitel, Manfred Thöne, Christian Heidel<br />
stadiuM Bruchwegstadion<br />
Main sponsoR DBV-Winterthur (since 2004)<br />
Co-sponsoRs Coca-Cola, Coface Deutschland, Globus,<br />
Kirner, Lotto Rheinland-Pfalz, Nike (Ausrüster),<br />
Orgentec, Urano<br />
Business CluB Allgemeine Zeitung, juwi, Landesbank Rheinland-<br />
Pfalz, Löhr-Gruppe Automobile, Profi AG,<br />
spp direkt, SWR1<br />
Kit sponsoR Nike (since 2008)<br />
geRMan aMateuR CHaMpion<br />
1982<br />
pRoMotion to tHe Bundesliga 2<br />
1988, 1990<br />
pRoMotion to tHe Bundesliga<br />
2004<br />
uefa Cup paRtiCipation<br />
2005<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 7th<br />
1999/00 Bundesliga 2 9th<br />
2000/01 Bundesliga 2 14th<br />
2001/02 Bundesliga 2 4th<br />
2002/03 Bundesliga 2 4th<br />
2003/04 Bundesliga 2 3rd<br />
2004/05 Bundesliga 11th<br />
2005/06 Bundesliga 11th<br />
2006/07 Bundesliga 16th<br />
2007/08 Bundesliga 2 4th<br />
home away<br />
BruchwegStadion<br />
dr-martin-luther-King-weg<br />
55122 mainz, germany<br />
capacity: 20,300<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
tsV1860 MünCHen<br />
CluB offiCes TSV München von 1860 GmbH & Co. KGaA<br />
Grünwalder Straße 114<br />
81547 Munich<br />
Germany<br />
www.tsv1860.de<br />
legal foRM Limited commercial partnership (since 1 July 2002)<br />
ManageMent BoaRd Manfred Stoffers (Spokesman; Marketing &<br />
Communication), Dr Markus Kern (Finances),<br />
Bernd Ingerling (Authorized Signatory)<br />
supeRVisoRy BoaRd Christoph Öfele (Chairman), Rainer Beeck (President*),<br />
Franz Maget, Dr Michael Hasenstab (both Vice-Presidents*),<br />
Prof. Peter Lutz (Chairman of the Supervisory Board),<br />
Christina Jodlbauer, Willi Mantel, Karl Rauh, Dr Christian Ude,<br />
Christian Waggershauser, Karsten Wettberg, Hermann<br />
Mairhofer<br />
MeMBeRs 20,533<br />
fan CluBs approx. 500<br />
stadiuM Allianz Arena (since 1 July 2005)<br />
Main sponsoR Trenkwalder (since 1 July 2007)<br />
pReMiuM paRtneRs Hacker-Pschorr, Lotto Bayern, M-net Tele-<br />
kommunikations GmbH, Stadtsparkasse München,<br />
Flughafen München, expert TechnoMarkt,<br />
MAHAG, FTI Touristik, Hydro-Tech, Coca-Cola,<br />
Börse München, MAN Nutzfahrzeuge AG<br />
sponsoRs additive bikes, Dieter Schneider Holding, L-Trust Aslan,<br />
littlefood, M-Group, Marriott München, Meindl, Radio Gong<br />
96.3, ratiopharm, Sausalitos, SKINS, Smile Eyes Augenklinik<br />
München Airport, Stadtwerke München, T.L.E. Logistik, TEL-<br />
BA, Urbacher Mineralquellen, Vestner Aufzüge, Xenofit<br />
Kit sponsoR ERIMA (since 1 July2008)<br />
allianz arena<br />
werner-heisenberg-allee 25<br />
80939 munich, germany<br />
capacity: 69,901<br />
* of the registered association<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 9th<br />
1999/00 Bundesliga 4th<br />
2000/01 Bundesliga 11th<br />
2001/02 Bundesliga 9th<br />
2002/03 Bundesliga 10th<br />
2003/04 Bundesliga 17th<br />
2004/05 Bundesliga 2 4th<br />
2005/06 Bundesliga 2 13th<br />
2006/07 Bundesliga 2 8th<br />
2007/08 Bundesliga 2 11th<br />
geRMan CHaMpion<br />
BacK<br />
110 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 111<br />
1966<br />
geRMan league CHaMpion RunneR-up<br />
1931, 1967<br />
geRMan fa Cup WinneR<br />
1942, 1964<br />
euRopean Cup WinneRs’ Cup finalist<br />
1965<br />
uefa Cup paRtiCipation<br />
1997, 2000<br />
home away
licenSed cluBS l BundeSliga 2<br />
1. fC nüRnBeRg<br />
CluB offiCes 1. FC Nürnberg e. V.<br />
Valznerweiherstraße 200<br />
90480 Nuremberg<br />
Germany<br />
www.fcn.de<br />
legal foRM Registered association (since 4 May 1900)<br />
pResident Michael A. Roth<br />
ViCe-pResidents Martin Bader, Ralf Woy, Siegfried Schneider,<br />
Franz Schäfer<br />
supeRVisoRy BoaRd Klaus Schramm (Vorsitzender), Dr Ulrich Maly,<br />
Marc Oechler, Lothar Schmauß, Peter Schmitt,<br />
Dr Markus Söder, Prof. Klaus L. Wübbenhorst<br />
MeMBeRs 8,500 (only football)<br />
fan CluBs 464<br />
stadiuM easyCredit-Stadion (since 15 March 2006)<br />
Main sponsoR AREVA NP<br />
eXClusiVe paRtneRs Auto Zentrum Nürnberg-Feser, Coca-Cola,<br />
easyCredit, Kulmbacher Brauerei, Lotto Bayern,<br />
mister.lady, N-ERGIE, Thomas Sabo<br />
CluB paRtneRs ARO, Gerstacker, maxi DSL, McDonald‘s, neubert,<br />
Nürnberger Versicherungsgruppe, Obi, Vereinigte<br />
Raiffeisenbanken<br />
Hotel paRtneR Hotel HerzogsPark<br />
MoBility paRtneR Audi Zentrum Nürnberg<br />
HoMe enteRtainMent<br />
paRtneR<br />
Grundig<br />
youtH footBall paRtneR Nestlé Schöller<br />
eaSycredit-Stadion<br />
Kit sponsoR adidas (since 1996)<br />
max-morlock-platz 1<br />
90480 nuremberg, germany<br />
capacity: 47,720<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 16th<br />
1999/00 Bundesliga 2 4th<br />
2000/01 Bundesliga 2 1st<br />
2001/02 Bundesliga 15th<br />
2002/03 Bundesliga 17th<br />
2003/04 Bundesliga 2 1st<br />
2004/05 Bundesliga 14th<br />
2005/06 Bundesliga 8th<br />
2006/07 Bundesliga 6th<br />
2007/08 Bundesliga 16th<br />
geRMan CHaMpion<br />
1920, 1921, 1924, 1925, 1927, 1936, 1948,<br />
1961, 1968<br />
geRMan fa Cup WinneR<br />
1935, 1939, 1962, 2007<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
Rot-Weiss oBeRHausen<br />
CluB offiCes SC Rot-Weiß Oberhausen e. V.<br />
Rechenacker 62<br />
46049 Oberhausen<br />
Germany<br />
www.rwo-online.de<br />
legal foRM Registered association<br />
Managing CoMMittee Hajo Sommers (Chairman), Thorsten Binder, Werner<br />
Overkamp, Thomas Dietz<br />
ManageR Gerd Kehrberg<br />
MeMBeRs 2,000<br />
fan CluBs 25<br />
stadiuM Stadion Niederrhein (since 1926)<br />
Main sponsoR VATRO, Energieversorgung Oberhausen AG (evo)<br />
pReMiuM paRtneRs/<br />
Kit sponsoRs<br />
Emscher Genossenschaft, KONVENT Bau und<br />
Boden AG, Premio Reifen-Service, RWE AG,<br />
Stadtwerke Oberhausen, uhlsport<br />
ClassiC paRtneRs AB Zeitpersonal, bms sport event, ccsports,<br />
Challenge Security, Coca-Cola, derwesten.de,<br />
erdgas, König Pilsener, KODI, MAN, MediMax,<br />
Möbelstadt Rück, SP Consult AG, Stadtsparkasse<br />
Oberhausen, Super Bowl Bowlingpark Dinslaken,<br />
Thomas Dietz Immobilien, Ute Großjohann, Volksbank<br />
Rhein-Ruhr, Wirtschaftsbetriebe Oberhausen<br />
Kit sponsoR uhlsport<br />
Stadion niederrhein<br />
lindnerstraße 2-6<br />
46149 oberhausen, germany<br />
capacity: 21,318<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 12th<br />
1999/00 Bundesliga 2 6th<br />
2000/01 Bundesliga 2 12th<br />
2000/02 Bundesliga 2 12th<br />
2002/03 Bundesliga 2 14th<br />
2003/04 Bundesliga 2 5th<br />
2004/05 Bundesliga 2 16th<br />
2005/06 Third Division 17th<br />
2006/07 Fourth Division 1st<br />
2007/08 Third Division 2nd<br />
pRoMotion to tHe Bundesliga<br />
BacK<br />
112 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 113<br />
1969<br />
pRoMotion to tHe Bundesliga 2<br />
2008<br />
tHiRd diVision CHaMpion (West/soutHWest)<br />
1998<br />
loWeR RHine fa Cup WinneR<br />
1996, 1998<br />
West geRMan Cup WinneR<br />
1950<br />
home away
licenSed cluBS l BundeSliga 2<br />
Vfl osnaBRüCK<br />
CluB offiCes VfL Osnabrück 1899 e. V.<br />
Scharnhorststraße 50<br />
49084 Osnabrück<br />
Germany<br />
www.vfl.de<br />
legal foRM Registered association<br />
pResidential CoMMittee Dr Dirk Rasch (President), Günter Niemeyer<br />
(Vice-President), Axel Gleie (Vice-President)<br />
ManageR Ralf Heskamp<br />
MeMBeRs 1,750<br />
fan CluBs 60<br />
stadiuM osnatel ARENA<br />
Main sponsoR Herforder Brauerei<br />
pReMiuM sponsoRs HARTING KGaA, osnatel GmbH,<br />
Sparda-Bank Münster eG, Sparkasse Osnabrück,<br />
Stadtwerke Osnabrück<br />
Co-sponsoRs Allianz Generalvertretung Körber,<br />
Assmann Büromöbel, Bauunternehmen Heinrich<br />
Becker, Coca-Cola, FH Schnelltransporte,<br />
FMLEASINGPARTNER, FMO – Flughafen Münster<br />
Osnabrück, Homann Feinkost, Independent Travel<br />
Organisation, InterCookies, Kaffee Partner,<br />
klr mediapartner, Ludwig Weinrich GmbH & Co. KG,<br />
Mercedes BERESA, Meyer & Meyer Holding, MSO<br />
Medien-Service, Piepenbrock, Sanicare Apotheke,<br />
Scholz Versand Service, Schwärter, Solarlux, Sommer<br />
Licht- und Werbesysteme, SUNOS Solarpower,<br />
VGH, Wilhelm Karman GmbH<br />
Kit sponsoR Puma<br />
oSnatel arena<br />
Scharnhorststraße 50<br />
49084 osnabrück, germany<br />
capacity: 16,130<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Third Division 1st<br />
1999/00 Third Division 1st<br />
2000/01 Bundesliga 2 15th<br />
2001/02 Third Division 7th<br />
2002/03 Third Division 2nd<br />
2003/04 Bundesliga 2 18th<br />
2004/05 Third Division 4th<br />
2005/06 Third Division 10th<br />
2006/07 Third Division 2nd<br />
2007/08 Bundesliga 2 12th<br />
pRoMotion to tHe Bundesliga 2<br />
2000, 2003, 2007<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
fC st. pauli<br />
CluB offiCes FC St. Pauli von 1910 e. V.<br />
Auf dem Heiligengeistfeld<br />
20359 Hamburg<br />
Germany<br />
www.fcstpauli.com<br />
legal foRM Registered association (since 1910)<br />
pResidential CoMMittee Corny Littmann (President),<br />
Dr Gernot Stenger, Dr Bernd-Georg Spies,<br />
Marcus Schulz, Stefan Orth (Vice-Presidents)<br />
ManageR Michael Meeske<br />
supeRVisoRy BoaRd Michael Burmester (Chairman), Tay Eich<br />
und Dr Christoph Kröger (Deputy Chairman),<br />
Uli Reuss, Uwe Doll, Roger Hasenbein,<br />
Lars Sörensen<br />
MeMBeRs 7,772<br />
fan CluBs 300<br />
stadiuM Millerntor-Stadion<br />
Main sponsoR Congstar (since 2006)<br />
„HeRz Von st. pauli“<br />
Co-sponsoRs<br />
Astra, DO YOU FOOTBALL,<br />
Nike, Pokerroom.tv<br />
Kit sponsoRs DO YOU FOOTBALL (since 2005)<br />
Nike (since 2005)<br />
millerntor-Stadion<br />
auf dem heiligengeistfeld<br />
20359 hamburg, germany<br />
capacity: 23,201<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 2 9th<br />
1999/00 Bundesliga 2 14th<br />
2000/01 Bundesliga 2 3rd<br />
2001/02 Bundesliga 18th<br />
2002/03 Bundesliga 2 17th<br />
2003/04 Third Division 8th<br />
2004/05 Third Division 7th<br />
2005/06 Third Division 6th<br />
2006/07 Third Division 1st<br />
2007/08 Bundesliga 2 9th<br />
pRoMotion to tHe Bundesliga<br />
1977, 1988, 1995, 2001<br />
geRMan fa Cup seMi-finalist<br />
home away<br />
BacK<br />
114 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 115<br />
2006
licenSed cluBS l BundeSliga 2<br />
f. C. Hansa RostoCK<br />
CluB offiCes F. C. Hansa Rostock e. V.<br />
Trotzenburger Weg 14<br />
18057 Rostock<br />
Germany<br />
www.fc-hansa.de<br />
legal foRM Registered association<br />
Managing CoMMittee Dirk Grabow (Chairman), Herbert Maronn,<br />
Ralf Gawlack, Juri Schlünz<br />
supeRVisoRy BoaRd Adalbert Skambraks (Chairman),<br />
Dr Holger Stein, Thorsten Völker, Thomas Abrokat,<br />
Friedemann Kunz, Manfred Wimmer, Jürgen Heinsch<br />
MeMBeRs 4,550<br />
fan CluBs 190<br />
stadiuM DKB-Arena (since 2007)<br />
Main sponsoR Lübzer<br />
Co-sponsoRs Antenne Mecklenburg-Vorpommern, autobirne,<br />
Coca-Cola, Deutsche Kreditbank AG,<br />
e.on-edis, infront, Masita, Ostsee Sparkasse<br />
Rostock, ScanHaus Marlow, wHolz GmbH<br />
dKB-arena<br />
Kopernikusstraße 17<br />
18057 rostock, germany<br />
capacity: 28,800<br />
Kit sponsoR Masita (since 2006)<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Bundesliga 14th<br />
1999/00 Bundesliga 15th<br />
2000/01 Bundesliga 12th<br />
2001/02 Bundesliga 14th<br />
2002/03 Bundesliga 13th<br />
2003/04 Bundesliga 9th<br />
2004/05 Bundesliga 17th<br />
2005/06 Bundesliga 2 10th<br />
2006/07 Bundesliga 2 2nd<br />
2007/08 Bundesliga 17th<br />
noRtH-east geRMan fa CHaMpion<br />
1991<br />
noRtH-east geRMan Cup WinneR<br />
1991<br />
home away<br />
State of the BundeSliga diviSionS SuBSidiarieS BundeSliga-Stiftung licenSed cluBS factS & figureS<br />
sVWeHen WiesBaden<br />
CluB offiCes SV Wehen 1926 Wiesbaden GmbH<br />
Mainzer Straße 98-102<br />
65189 Wiesbaden<br />
Germany<br />
www.svw-w.de<br />
legal foRM Limited liability company<br />
pResidential CoMMittee Heinz Hankammer (President),<br />
Jürgen Fladung (Vice-President),<br />
Markus Hankammer (Vice-President)<br />
ManageMent Dr Markus Irmscher (Commercial Director),<br />
Uwe Stöver (Sports Director)<br />
MeMBeRs approx. 600<br />
fan CluBs 16<br />
stadiuM BRITA-Arena (since 2007)<br />
Main sponsoR Victor’s Residenz Hotels (since 2007)<br />
Co-sponsoRs BRITA, Coca-Cola, Condor, Deurag, HiFi Profis, HR1,<br />
iuvatec, Licher, Naspa, Nike, TelDaFax, Tengelmann,<br />
Wiesbaden.eins.de, Wiesbadener Volksbank<br />
Kit sponsoR Nike<br />
history of club’s success<br />
end-of-season taBle position<br />
1998/99 Third Division 6th<br />
1999/00 Third Division 13th<br />
2000/01 Third Division 11th<br />
2001/02 Third Division 6th<br />
2002/03 Third Division 7th<br />
2003/04 Third Division 7th<br />
2004/05 Third Division 3rd<br />
2005/06 Third Division 3rd<br />
2006/07 Third Division 1st<br />
2007/08 Bundesliga 2 8th<br />
tHiRd diVision CHaMpion (soutH)<br />
BacK<br />
116 Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 117<br />
2007<br />
Hesse fa Cup WinneR<br />
1988, 1992, 2000<br />
pRoMotion to tHe Bundesliga 2<br />
2007<br />
home away<br />
Brita-arena<br />
Berliner Straße 9<br />
65189 wiesbaden, germany<br />
capacity: 13,144
the League<br />
Facts & Fig ures<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
118 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 119
the BoArdS<br />
the league: a Fixture in the world of Football (as at 20 February2009)<br />
fifA<br />
(2007–2011)<br />
fifA executive Committee<br />
Franz Beckenbauer<br />
football Committee<br />
Franz Beckenbauer (Chairman)<br />
fifA Committee for Club football<br />
Karl-Heinz Rummenigge, League Association<br />
organising Committee for the<br />
2010 fifA World Cup<br />
Franz Beckenbauer<br />
Players’ Status Committee<br />
gerhard Mayer-Vorfelder,<br />
Honorary League Association Member<br />
fifA dispute resolution Chamber<br />
dr Reinhard Rauball, League Association<br />
ePfl<br />
(2008/2009–2010/2011)<br />
Board of directors<br />
dr Reinhard Rauball, League Association<br />
voting representatives within general<br />
assembly of members<br />
dr Reinhard Rauball, League Association<br />
Holger Hieronymus, DFL<br />
dr Holger Blask, DFL<br />
StAnding CoMMitteeS<br />
(2008–2011)<br />
Professional football finance Committee<br />
Christian Müller, DFL<br />
european union Affairs Committee<br />
dr Holger Blask, DFL<br />
Social dialogue Committee<br />
dr Holger Blask, DFL<br />
refereeing Committee<br />
Hellmut Krug, DFL<br />
Competitions Committee<br />
Holger Hieronymus, DFL<br />
Marketing and Media Committee<br />
Christian seifert (Deputy Chairman), DFL<br />
Player’s transfer and Players Agents Committee<br />
Holger Hieronymus (Chairman), DFL<br />
Social responsibility Committee<br />
tom Bender, DFL<br />
120 BACK<br />
Bundesliga RepoRt 2009<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
uefA<br />
(2007–2009 – new elections on 25 March 2009)<br />
uefA executive Committee<br />
gerhard Mayer-Vorfelder<br />
(UEFA Vice-President)<br />
Honorary League Association Member<br />
Professional football Strategy Council<br />
gerhard Mayer-Vorfelder<br />
Honorary League Association Member<br />
Karl-Heinz Rummenigge (Observer)<br />
financial Committee<br />
gerhard Mayer-Vorfelder<br />
Honorary League Association Member<br />
Club Competitions Committee<br />
Karl-Heinz Rummenigge<br />
(1st Vice-Chairman), League Association<br />
hattrick Committee<br />
gerhard Mayer-Vorfelder (Chairman),<br />
Honorary League Association Member<br />
Club licensing Committee<br />
Christian Müller, DFL<br />
development and technical<br />
Assistance Committee<br />
Franz Beckenbauer (Deputy Chairman)<br />
Players’ Status, transfer and Agents<br />
and Match Agents Committee<br />
Wolfgang Holzhäuser, League Association<br />
Marketing Advisory Committee<br />
gerhard Mayer-Vorfelder (Deputy Chairman),<br />
Honorary League Association Member<br />
football Committee<br />
Franz Beckenbauer (Chairman)<br />
Administration experts Committee<br />
Karl Hopfner, League Association<br />
Bundesliga RepoRt 2009 121
the BoArdS<br />
deutSCher fuSSBAll-Bund<br />
(2007–2010)<br />
dfB Presidential Committee<br />
dr Reinhard Rauball, Senior Vice-President<br />
Christian seifert, Vice-President<br />
peter peters, Vice-President<br />
Harald strutz, Vice-President<br />
gerhard Mayer-Vorfelder (Honorary President),<br />
Honorary League Association Member<br />
dfB Board<br />
Heribert Bruchhagen, League Association<br />
Michael Meier, League Association<br />
andreas Rettig, League Association<br />
Karl-Heinz Rummenigge, League Association<br />
dr Heinrich Breit, League Association<br />
Kurt gaugler, League Association<br />
Roland Kentsch, League Association<br />
Manfred Müller, League Association<br />
ulrich Ruf, League Association<br />
Holger Hieronymus, DFL<br />
tom Bender, DFL<br />
Christian Müller, DFL<br />
dfB Auditing department<br />
Christian Müller, DFL<br />
dfB Competitions Committee<br />
Holger Hieronymus, DFL<br />
götz Bender, DFL<br />
dfB disciplinary Committee<br />
dr Hubertus Behncke, League Association<br />
dfB referees’ Committee<br />
Holger Hieronymus, DFL<br />
Hellmut Krug, DFL<br />
dfB Youth Committee<br />
andreas nagel, DFL<br />
Rolf Rüssmann, League Association<br />
dfB Committee for girls’ and<br />
Women’s football<br />
götz Bender, DFL<br />
gerd Hein, League Association<br />
Anti-doping Committee<br />
dr Reinhard Rauball, League Association<br />
dr Karl-Heinrich dittmar, League Association<br />
Sports Medicine Committee<br />
andreas nagel, DFL<br />
dr götz dimanski, League Association<br />
Committee for Prevention and Safety<br />
Joachim Baur, DFL<br />
peter peters, League Association<br />
Birger naß, DFL<br />
Public finance and licensing Committee<br />
Christian Müller, DFL<br />
Wolfgang Hotze, League Association<br />
prof. Fritz scherer, League Association<br />
122 BACK<br />
Bundesliga RepoRt 2009<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Partnership at eye level<br />
dfB President dr theo Zwanziger<br />
and league Association President<br />
dr reinhard rauball<br />
Coaching development Section<br />
Holger Hieronymus, DFL<br />
Birger naß, DFL<br />
Jürgen Klopp, League Association<br />
voluntary Work Committee<br />
thomas schneider, DFL<br />
Playing fields and Stadium Construction<br />
Committee<br />
Joachim Baur, DFL<br />
peter peters, League Association<br />
prof. Fritz scherer, League Association<br />
it Committee<br />
Holger Hieronymus, DFL<br />
dfB federal Court<br />
ulrich schäfer, Member of League Association<br />
Florian gothe, Member of League Association<br />
Ralf Hauptmann, Member of League Association<br />
norbert Maurer, Member of League Association<br />
philipp Reschke, Member of League Association<br />
dfB disciplinary Court<br />
Klaus thomforde, Member of League Association<br />
Christian Hinzpeter, Member of League Association<br />
uwe Krause, Member of League Association<br />
Henning Bürger, Member of League Association<br />
Jörg albracht, Member of League Association<br />
eCA<br />
european Club Association<br />
Karl-Heinz Rummenigge (Chairman),<br />
League Association<br />
Bundesliga RepoRt 2009 123
fACtS & figureS l MAtCh oPerAtionS<br />
domestic competitions international competitions<br />
Steeped in tradition<br />
the two most important<br />
domestic competitions:<br />
the german championship<br />
has been running since<br />
1903; the german Club<br />
Cup has been an on-going<br />
hit since 1935 and was<br />
renamed german fA Cup<br />
(dfB-Pokal) after its<br />
reintroduction in 1952.<br />
the Bundesliga continues to stand for excitement<br />
and balanced competition. although FC<br />
Bayern Munich managed to win the title of<br />
german Champion seven times over the last ten<br />
seasons, other clubs such as Borussia dortmund<br />
(in the 2001/2002 season), Werder Bremen<br />
(2003/2004) and VfB stuttgart (2006/2007)<br />
managed to disturb this established order. it<br />
is also remarkable, that the last time Bayern<br />
Munich was able to defend its title was in the<br />
2005/06 season. the german Fa Cup also shows<br />
just how balanced german professional football<br />
is: even though the Bavarians dominate the list<br />
with five titles, a different club was able to win<br />
the Cup over the past ten years. twice Werder<br />
Bremen (1998/1999 and 2003/2004) and<br />
schalke 04 (2001/2002 and 2002/2003) were<br />
able to secure the coveted trophy whilst 1. FC<br />
nürnberg surprisingly got its hands on the Cup<br />
gerMAn ChAMPionShiP / gerMAn fA CuP WinS<br />
season<br />
1998/<br />
1999<br />
1999/<br />
2000<br />
2000/<br />
2001<br />
2001/<br />
2002<br />
2002/<br />
2003<br />
2003/<br />
2004<br />
2004/<br />
2005<br />
in the 2006/2007 season. the international<br />
competitions tell the same story. 19 Bundesliga<br />
clubs have managed to play internationally since<br />
1999. including the ui Cup as an international<br />
competition even 21 german clubs managed to<br />
take the international football stage over the<br />
past decade. FC Bayern Munich again managed<br />
to qualify nine times for the ueFa Champions<br />
league, whilst Bayer 04 leverkusen and Werder<br />
Bremen participated five times. With seven<br />
appearances Hertha BsC is the most consistent<br />
ueFa Cup participant ahead of schalke 04 and<br />
VfB stuttgart which each played in the competition<br />
five times. the fact that 1. FC nürnberg, FsV<br />
Mainz 05, alemannia aachen, Vfl Bochum, 1. FC<br />
union Berlin, sC Freiburg or tsV 1860 München<br />
all managed to participate in the ueFa Cup goes<br />
to show that supposed outsiders are quite able<br />
to hold their own on the field of international<br />
football. FC Bayern Munich winning the Champions<br />
league in 2001 saw the last time that any Bundesliga<br />
club managed to secure a title in europe.<br />
over the past couple of years most Bundesliga<br />
clubs did not make it past the quarter-finals. that<br />
the league is making its presence felt again in the<br />
european competitions is reflected in the sound<br />
results achieved in the ueFa Cup where Bayern<br />
Munich only just was pipped at the post in the<br />
2007/2008 season by late winner st petersburg,<br />
or Werder Bremen who were knocked out as late<br />
as in the semi-finals.<br />
2005/<br />
2006<br />
2006/<br />
2007<br />
2007/<br />
2008<br />
german Championship/<br />
german fA Cup Wins<br />
fC Bayern Munich / / / / / 7 / 5<br />
Werder Bremen / 1 / 2<br />
fC Schalke 04 0 / 2<br />
Borussia dortmund 1 / 0<br />
vfB Stuttgart 1 / 0<br />
1. fC nürnberg 0 / 1<br />
german Champion german Fa Cup Winner<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
PArtiCiPAtion in uefA ChAMPionS leAgue / uefA CuP<br />
ui CuP PArtiCiPAtion And uefA CuP QuAlifiCAtion<br />
Year 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008<br />
124 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 125<br />
season<br />
1999/<br />
2000<br />
2000/<br />
2001<br />
2001/<br />
2002<br />
2002/<br />
2003<br />
2003/<br />
2004<br />
Participation<br />
in ui-Cup<br />
Qualification<br />
for uefA-CuP<br />
vfB Stuttgart 3 3<br />
hamburger Sv 4 2<br />
vfl Wolfsburg 5 0<br />
fC Schalke 04 2 2<br />
Borussia dortmund 2 0<br />
tSv 1860 München 2 0<br />
Werder Bremen 2 0<br />
hertha BSC 1 1<br />
1. fC Kaiserslautern 1 0<br />
MSv duisburg 1 0<br />
2004/<br />
2005<br />
2005/<br />
2006<br />
2006/<br />
2007<br />
2007/<br />
2008<br />
2008/<br />
2009<br />
Participation<br />
in uefA<br />
Champions<br />
league<br />
Participation<br />
in uefA CuP<br />
fC Bayern Munich 9 1<br />
Bayer 04 leverkusen 5 3<br />
Werder Bremen 5 3<br />
fC Schalke 04 3 5<br />
hertha BSC 1 7<br />
vfB Stuttgart 2 5<br />
hamburger Sv 2 4<br />
Borussia dortmund 3 2<br />
1. fC Kaiserslautern 0 3<br />
vfl Wolfsburg 0 2<br />
1. fC nürnberg 0 1<br />
eintracht frankfurt 0 1<br />
1. fSv Mainz 05 0 1<br />
Alemannia Aachen 0 1<br />
vfl Bochum 0 1<br />
1. fC union Berlin 0 1<br />
SC freiburg 0 1<br />
tSv 1860 München 0 1<br />
participation in ueFa Champions league ueFa Champions league Winner participation in ueFa Cup / european Cup Winners’ Cup until 1998/1999<br />
participation in ui Cup<br />
Qualification for ueFa Cup
fACtS & figureS l MAtCh oPerAtionS<br />
attendance stats<br />
Record breaker<br />
and best-seller<br />
german licensed football<br />
has set up a record with<br />
17.5 million spectators;<br />
and with an average<br />
of 39,000 tickets sold<br />
per match the Bundesliga<br />
is europe’s number<br />
one league.<br />
german licensed football rushes from one attendance<br />
record to the next. Compared to last<br />
year the professional clubs sold over 1.2 million<br />
tickets more in the 2007/2008 season, increasing<br />
ticket sales by 7.7 per cent to 17,432,953.<br />
the Bundesliga was able to again improve its<br />
sound 2006/2007 season figures to generate<br />
a new record attendance of 11,926,395 in the<br />
2007/2008 season.<br />
the Bundesliga 2 has gone from strength<br />
to strength as well, recording a new top score<br />
for the 2007/2008 season with attendance<br />
standing at 5,506,558, up almost 18 per cent<br />
from the 2006/2007 season and up almost 50<br />
per cent from the 2005/2006 season. average<br />
attendance per match for the last season rose<br />
to 17,995 from 15,253 in the 2006/2007 season,<br />
an increase of over 2,600 spectators per<br />
match. this figure is even more amazing when<br />
one looks back ten years to the 1997/1998<br />
season when matches of the Bundesliga 2<br />
clocked up a mere 8,069 spectators on average;<br />
today there are more than twice as many.<br />
Compared to other european leagues, the<br />
Bundesliga continues to be the number one<br />
with an average 38,975 tickets sold per match.<br />
as was the case in previous years, many clubs<br />
had to put a limit on their season ticket sales<br />
in summer 2007 to ensure a sufficient supply<br />
of day tickets. the 36 licensed clubs were<br />
nonetheless capable of increasing total sales<br />
to 9,683,298 tickets, up 22.8 per cent compared<br />
to the 2006/2007 season (7,887,740<br />
season tickets). at the same time, around 1,600<br />
day tickets more were sold per match in the<br />
2007/2008 season.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
liCenSed footBAll – PAid AdMiSSionS<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
total paid admissions* 14,460,584 15,364,696 16,186,221 17,432,953<br />
of which season tickets (total) 7,223,912 7,838,139 7,887,740 9,683,298<br />
proportion of season tickets (relative) 49.96% 51.01% 48.73% 55.55%<br />
of which day tickets (total) 7,236,672 7,526,557 8,298,481 7,749,655<br />
proportion of day tickets (relative) 50.04% 48.99% 51.27% 44.45%<br />
Paid admissions, per match* 23,628 25,106 26,448 28,485<br />
of which season tickets per match 11,694 12,543 13,491 13,881<br />
of which day tickets per match 11,935 12,563 12,957 14,604<br />
gross price of tickets, per spectator (in ¤) 15.25 16.88 17.03 17.52<br />
BundeSligA – PAid AdMiSSionS<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
total paid admissions* 10,765,974 11,686,554 11,518,923 11,926,395<br />
of which season tickets (total) 5,870,508 6,508,059 6,140,765 6,887,844<br />
proportion of season tickets (relative) 54.53% 55.69% 53.31% 57.75%<br />
of which day tickets (total) 4,895,466 5,178,495 5,378,158 5,038,551<br />
proportion of day tickets (relative) 45.47% 44.31% 46.69% 42.25%<br />
Paid admissions, per match* 35,183 38,191 37,644 38,975<br />
of which season tickets per match 19,185 21,268 20,068 22,509<br />
of which day tickets, per match 15,998 16,923 17,576 16,466<br />
gross price of tickets, per spectator (in ¤) 16.81 18.63 18.91 19.47<br />
BundeSligA 2 – PAid AdMiSSionS<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
total paid admissions* 3,694,610 3,678,142 4,667,298 5,506,558<br />
of which season tickets (total) 1,353,404 1,330,080 1,746,975 2,795,454<br />
proportion of season tickets (relative) 36.63% 36.16% 37.43% 50.77%<br />
of which day tickets (total) 2,341,206 2,348,062 2,920,323 2,711,104<br />
proportion of day tickets (relative) 63.37% 63.84% 62.57% 49.23%<br />
Paid admissions, per match* 12,074 12,020 15,253 17,995<br />
of which season tickets per match 4,423 4,347 5,709 9,135<br />
of which day tickets per match 7,651 7,673 9,544 8,860<br />
gross price of tickets, per spectator (in ¤) 10.72 11.30 12.38 13.30<br />
* up to 2006/2007 only paid admissions<br />
126 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 127
fACtS & figureS l MAtCh oPerAtionS<br />
europe’s best attended league<br />
Modern arenas, attractive and highly gripping<br />
football make supporters flock to the<br />
stadium week after week, creating a fantastic<br />
atmosphere of their own. german professional<br />
football not only is leader of the pack when<br />
it comes to attendance per match, but with<br />
17,432,953 spectators in total again comes<br />
top on a comparison with other european<br />
leagues. although gross match ticket prices in<br />
BundeSligA – hiStoriCAl develoPMent<br />
the Bundesliga 2 increased from ¤ 12.38 to ¤<br />
13.30 (up 7.43 per cent) and in the Bundesliga<br />
from ¤ 18.91 to ¤ 19.47 (up 2.96 per cent),<br />
german licensed football continues to offer<br />
spectator-friendly prices for match tickets.<br />
With an average price of ¤ 17.52 per match<br />
ticket german professional football remains<br />
well below the usual admission charged in other<br />
comparable european leagues.<br />
Bundesliga Bundesliga 2 licenced football<br />
Season Matches Spectators Ø per Match Matches Spectators Ø per Match Matches Spectators Ø per Match<br />
1963/1964 240 5,909,776 24,624 240 5,909,776 24,624<br />
1964/1965 240 6,492,539 27,052 240 6,492,539 27,052<br />
1965/1966 306 7,094,666 23,185 306 7,094,666 23,185<br />
1966/1967 306 7,129,485 23,299 306 7,129,485 23,299<br />
1967/1968 306 6,147,508 20,090 306 6,147,508 20,090<br />
1968/1969 306 6,550,497 21,407 306 6,550,497 21,407<br />
1969/1970 306 6,113,726 19,979 306 6,113,726 19,979<br />
1970/1971 306 6,322,114 20,661 306 6,322,114 20,661<br />
1971/1972 306 5,487,286 17,932 306 5,487,286 17,932<br />
1972/1973 306 5,014,332 16,387 306 5,014,332 16,387<br />
1973/1974 306 6,293,167 20,566 Foundation of Bundesliga 2 306 6,293,167 20,566<br />
1974/1975 306 6,738,303 22,021 760 5,037,280 6,628 1066 11,775,583 11,047<br />
1975/1976 306 6,768,448 22,119 760 4,617,760 6,076 1066 11,386,208 10,681<br />
1976/1977 306 7,401,686 24,189 760 4,539,480 5,973 1066 11,941,166 11,202<br />
1977/1978 306 7,936,765 25,937 760 3,660,160 4,816 1066 11,596,925 10,879<br />
1978/1979 306 7,351,341 24,024 760 3,065,080 4,033 1066 10,416,421 9,772<br />
1979/1980 306 7,045,940 23,026 760 3,246,720 4,272 1066 10,292,660 9,655<br />
1980/1981 306 6,895,851 22,535 760 3,547,680 4,668 1066 10,443,531 9,797<br />
1981/1982 306 6,280,388 20,524 380 2,940,820 7,739 686 9,221,208 13,442<br />
1982/1983 306 6,180,704 20,198 380 1,809,560 4,762 686 7,990,264 11,648<br />
1983/1984 306 5,918,003 19,340 380 2,225,280 5,856 686 8,143,283 11,871<br />
1984/1985 306 5,765,284 18,841 380 1,974,100 5,195 686 7,739,384 11,282<br />
1985/1986 306 5,405,571 17,665 380 1,580,040 4,158 686 6,985,611 10,183<br />
1986/1987 306 5,937,044 19,402 380 2,051,620 5,399 686 7,988,664 11,645<br />
1987/1988 306 5,705,523 18,646 380 1,558,760 4,102 686 7,264,283 10,589<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Bundesliga Bundesliga 2 licenced football<br />
Season Matches Spectators Ø per Match Matches Spectators Ø per Match Matches Spectators Ø per Match<br />
1988/1989 306 5,394,943 17,631 380 2,116,600 5,570 686 7,511,543 10,950<br />
1989/1990 306 6,048,207 19,765 380 2,604,900 6,855 686 8,653,107 12,614<br />
1990/1991 306 6,275,437 20,508 380 2,489,000 6,550 686 8,764,437 12,776<br />
1991/1992 380 8,600,801 22,634 384 2,101,771 5,473 764 10,702,572 14,009<br />
1992/1993 306 7,396,857 24,173 552 2,802,415 5,077 858 10,199,272 11,887<br />
1993/1994 306 7,986,681 26,100 380 2,344,177 6,169 686 10,330,858 15,059<br />
1994/1995 306 8,476,885 27,702 306 2,013,315 6,579 612 10,490,200 17,141<br />
1995/1996 306 8,906,792 29,107 306 2,104,693 6,878 612 11,011,485 17,993<br />
1996/1997 306 8,776,265 28,681 306 2,476,382 8,093 612 11,252,647 18,387<br />
1997/1998 306 9,520,385 31,112 306 2,468,993 8,069 612 11,989,378 19,590<br />
1998/1999 306 9,455,582 30,901 306 2,360,228 7,713 612 11,815,810 19,307<br />
1999/2000 306 8,849,661 28,920 306 3,306,086 10,804 612 12,155,747 19,862<br />
2000/2001 306 8,696,712 28,421 306 2,925,227 9,560 612 11,621,939 18,990<br />
2001/2002 306 9,503,367 31,057 306 2,454,299 8,021 612 11,957,666 19,539<br />
2002/2003 306 9,764,735 31,911 306 3,089,625 10,097 612 12,854,360 21,004<br />
2003/2004 306 10,724,586 35,048 306 2,630,019 8,595 612 13,354,605 21,821<br />
2004/2005 306 10,765,974 35,183 306 3,694,544 12,074 612 14,460,518 23,628<br />
2005/2006 306 11,686,554 38,191 306 3,678,142 12,020 612 15,364,696 25,106<br />
2006/2007 306 11,518,923 37,644 306 4,667,298 15,253 612 16,186,221 26,448<br />
2007/2008 306 11,926,395 38,975 306 5,506,558 17,995 612 17,432,953 28,485<br />
develoPMent of AttendAnCe figureS SinCe 1963<br />
128 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 129<br />
tickets sold<br />
20,000,000<br />
18,000,000<br />
16,000,000<br />
14,000,000<br />
12,000,000<br />
10,000,000<br />
8,000,000<br />
6,000,000<br />
4,000,000<br />
2,000,000<br />
0<br />
foundation of<br />
Bundesliga 2<br />
11,775,583<br />
17,432,953<br />
11,926,395<br />
5,506,558<br />
1967/1968 1977/1978 1987/1988 1997/1998 2007/2008<br />
1967/1968 1977/1978 1987/1988 1997/1998 2007/2008<br />
Increase by more<br />
than 70%<br />
average attendance<br />
in licensed football<br />
has increased by<br />
more than two-thirds<br />
in the past 15 years.<br />
licensed Football<br />
Bundesliga<br />
Bundesliga 2
fACtS & figureS l MAtCh oPerAtionS<br />
licensed players<br />
nuMBer of liCenSed PlAYerS<br />
Season<br />
Bundesliga Bundesliga 2 total<br />
no. of<br />
players<br />
no. of<br />
players<br />
no. of<br />
players<br />
1992/1993 * 385 462 847<br />
1993/1994 * 358 398 756<br />
1994/1995 363 341 704<br />
Bosman ruling in december 1995<br />
1995/1996 362 330 692<br />
1996/1997 383 370 753<br />
1997/1998 426 381 807<br />
1998/1999 448 395 843<br />
1999/2000 462 409 871<br />
2000/2001 475 426 901<br />
2001/2002 477 444 921<br />
2002/2003 476 403 879<br />
2003/2004 480 413 893<br />
2004/2005 476 424 900<br />
2005/2006 445 409 854<br />
2006/2007 464 431 895<br />
2007/2008 503 474 977<br />
2008/2009 511 495 1.006<br />
the 36 clubs and joint stock companies have<br />
signed up 1,006 professional players in the current<br />
2008/2009 season, of which 511 are in the<br />
Bundesliga. thus the top-flight league has again<br />
exceeded the 500-mark resulting in an average<br />
squad of players of around 28. it is immensely<br />
encouraging to see a growing number of young<br />
players from the clubs’ own ranks become firstteam<br />
regulars.<br />
the highly-qualified coaches of the clubs’<br />
youth academies have honed the skills of these<br />
young players, making them an asset to the professional<br />
game and giving them the support they<br />
need to make their debut in professional football.<br />
ShAre of foreign liCenSed PlAYerS<br />
Season<br />
* 1992/1993 – 24 Bundesliga 2 clubs, 1993/1994 – 20 Bundesliga 2 clubs<br />
no. of<br />
players<br />
the share of foreign players in the Bundesliga<br />
and Bundesliga 2 has remained fairly stable over<br />
the past years. Currently it stands at 39 per cent,<br />
a further drop after reaching record levels in the<br />
2004/2005 season.<br />
Bundesliga Bundesliga 2 total<br />
in %<br />
no. of<br />
players<br />
in %<br />
no. of<br />
players<br />
1992/1993 * 59 15 74 16 133 16<br />
1993/1994 * 62 17 64 16 126 17<br />
1994/1995 69 19 54 16 123 17<br />
Bosman ruling in december 1995<br />
1995/1996 70 19 56 17 126 18<br />
1996/1997 106 28 84 23 190 25<br />
1997/1998 159 37 96 25 225 31<br />
1998/1999 185 41 130 33 315 37<br />
1999/2000 194 42 157 38 351 40<br />
2000/2001 208 44 140 33 348 39<br />
2001/2002 224 47 165 37 389 42<br />
2002/2003 236 50 142 35 378 43<br />
2003/2004 235 49 148 36 383 43<br />
2004/2005 233 49 163 38 396 44<br />
2005/2006 199 45 159 37 350 41<br />
2006/2007 212 46 154 36 366 41<br />
2007/2008 234 47 167 36 401 41<br />
2008/2009 249 49 144 29 393 39<br />
in %<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
The Lions’ great white hope<br />
A great future lies ahead of<br />
the outstandingly talented<br />
brothers, lars and Sven Bender<br />
(tSv 1860 München).<br />
Youth academies<br />
BundeSligA 2007/2008<br />
no. of teams no. of players<br />
u23 18 378<br />
u19/18 22 446<br />
u17 18 380<br />
u16 15 318<br />
u15 18 352<br />
u14 18 317<br />
u13 18 316<br />
u12 18 305<br />
total 145 2,812<br />
BundeSligA 2 2007/2008<br />
no. of teams no. of players<br />
u23 14 274<br />
u19/18 16 329<br />
u17 14 285<br />
u16 13 265<br />
u15 14 269<br />
u14 14 261<br />
u13 14 255<br />
u12 14 223<br />
total 113 2,161<br />
130 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 131
fACtS & figureS l MAtCh oPerAtionS<br />
points by table position<br />
80<br />
70<br />
60<br />
60<br />
50<br />
50<br />
40<br />
40<br />
30<br />
A look at the balanced nature of the Bundesliga<br />
often elicits criticism of FC Bayern Munich’s<br />
dominant position in the league. What the critics<br />
seem to forget is that there are leading clubs in<br />
other top leagues, take for instance spain’s FC<br />
Barcelona and Real Madrid, which dominate the<br />
football scene to a much larger degree. the average<br />
points or difference in points of the tables’<br />
individual sections provide a more informed view,<br />
revealing that the Bundesliga continues to be<br />
rather exciting. overall, the individual sections<br />
of the table (international positions, midfield,<br />
relegation zone) have not drifted apart over the<br />
past years, making certain positions more hotly<br />
contested than ever. and more clubs are battling<br />
for the title, a chance to play internationally, or<br />
are fighting hard against relegation. during the<br />
last season, only the relegation zone has slightly<br />
drifted away from the table’s midfield. the reintroduction<br />
of the play-off matches deciding on<br />
promotion or relegation is likely to provide new<br />
impetus to the competition. the averages for<br />
the Bundesliga 2 are even closer together than<br />
AverAge PointS in the final Bundesliga table<br />
30<br />
18.83 15.00 11.33 17.34 14.00 19.83 14.67 20.50 16.50<br />
9.84 10.84 11.34 16.16 8.83 10.83 14.50 9.00 8.67<br />
1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08<br />
position 1 to 6 position 7 to 12 position 13 to 18<br />
those of the Bundesliga. the balanced nature of<br />
the competition is tellingly revealed in particular<br />
by the first to sixth place. dropping just below<br />
60 points with an average of 58.5 points, the top<br />
section of the league table has clocked up the<br />
lowest value for a decade. so the top teams are<br />
faced with strong rivals each year. the relegation<br />
zone and midfield are separated by less than nine<br />
points. thus, winning or being trounced in just a<br />
few matches can be decisive for which position<br />
clubs end up in.<br />
15.33<br />
12.34<br />
Balanced and<br />
electrifying<br />
the smaller the<br />
difference in points,<br />
the more exhilarating<br />
the matches. the<br />
top and the middle<br />
section are closing<br />
35<br />
ranks.<br />
30<br />
25<br />
20<br />
15<br />
2004/2005<br />
2005/2006<br />
2006/2007<br />
2007/2008<br />
2008/2009<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
BundeSligA<br />
AverAge PointS<br />
Season Position 1–6 Position 7–12 Position 13–18<br />
AverAge differenCe in PointS<br />
Pos. 1–6 compared<br />
to pos. 7–12<br />
Pos. 1–6 compared<br />
to pos. 13–18<br />
Pos. 7–12 compared<br />
to pos. 13–18<br />
18.83 28.67 9.84<br />
15.00 25.84 10.84<br />
11.33 22.67 11.34<br />
17.34 33.50 16.16<br />
14.00 22.83 8.83<br />
19.83 30.67 10.83<br />
14.67 29.17 14.50<br />
20.50 29.50 9.00<br />
16.50 25.17 8.67<br />
15.33 27.67 12.34<br />
16.33 27.57 11.23<br />
20.50 33.50 16.16<br />
11.33 22.67 8.67<br />
AverAge differenCe in PointS<br />
Pos. 1–6 compared<br />
to pos. 7–12<br />
Pos. 1–6 compared<br />
to pos. 13–18<br />
Pos. 7–12 compared<br />
to pos. 13–18<br />
14.00 24.67 10.67<br />
12.67 21.17 8.50<br />
11.50 25.33 13.83<br />
18.00 33.00 15.00<br />
16.17 27.50 11.33<br />
19.83 30.67 10.83<br />
13.50 23.83 10.33<br />
13.67 20.50 6.83<br />
14.17 26.67 12.50<br />
15.33 24.00 8.67<br />
14.88 25.73 10.85<br />
19.83 33.00 15.00<br />
11.50 20.50 6.83<br />
132 BACK<br />
10<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 133<br />
1998/1999<br />
1998/99 62.00 43.17 33.33<br />
1999/2000<br />
2000/2001<br />
2001/2002<br />
2002/2003<br />
2003/2004<br />
2004/2005<br />
2005/2006<br />
2006/2007<br />
2007/2008<br />
1999/00 59.67 44.67 33.83<br />
2000/01 58.50 47.17 35.83<br />
2001/02 64.17 46.83 30.67<br />
2002/03 59.00 45.00 36.17<br />
2003/04 63.67 43.83 33.00<br />
2004/05 62.00 47.33 32.83<br />
2005/06 62.33 41.83 32.83<br />
2006/07 60.50 44.00 35.33<br />
2007/08 61.00 45.67 33.33<br />
Average 61.28 44.95 33.72<br />
Maximum 64.17 47.33 36.17<br />
Minimum 58.50 41.83 30.67<br />
BundeSligA 2<br />
AverAge PointS<br />
Season Position 1–6 Position 7–12 Position 13–18<br />
1998/99 59.17 45.17 34.50<br />
1999/00 57.00 44.33 35.83<br />
2000/01 59.00 47.50 33.67<br />
2001/02 64.00 46.00 31.00<br />
2002/03 60.67 44.50 33.17<br />
2003/04 63.67 43.83 33.00<br />
2004/05 59.50 46.00 35.67<br />
2005/06 58.67 45.00 38.17<br />
2006/07 59.83 45.67 33.17<br />
2007/08 58.50 43.17 34.50<br />
Average 60.00 45.12 34.27<br />
Maximum 64.00 47.50 38.17<br />
Minimum 57.00 43.17 31.00
fACtS & figureS l MAtCh oPerAtionS<br />
the stadiums of the licensed clubs<br />
The largest<br />
dortmund’s Signal<br />
iduna Park continues to<br />
be germany’s largest<br />
stadium and can hold up<br />
to 80,708 spectators.<br />
tHe stadiuMs oF tHe liCensed CluBs<br />
the Bundesliga is known for its state-of-the-art<br />
stadiums and arenas, and not only just since the<br />
2006 World Cup. With an average capacity of<br />
46,743 (seats and standing accommodation combined)<br />
the Bundesliga, on average, also boasts the<br />
largest venues in europe. dortmund’s signal iduna<br />
park continues to be germany’s largest stadium<br />
and can hold up to 80,708 spectators.<br />
the high quality of the german stadiums is<br />
also reflected in the classification applied to the<br />
34 venues pursuant to ueFa’s stadium infrastructure<br />
Regulations: eleven stadiums [Berlin,<br />
dortmund, Frankfurt, gelsenkirchen (schalke),<br />
Hamburg (HsV), Hanover, Cologne, Mönchengladbach,<br />
Munich, nuremberg and stuttgart]<br />
are classified as ‘elite’, a further seven (Bielefeld,<br />
Bremen, duisburg, Kaiserslautern, leverkusen,<br />
sinsheim (Hoffenheim) and Wolfsburg]) are in<br />
category 3, i. e. the second highest classification.<br />
stadiuM oWneRsHip<br />
Seven stadiums belong to holding companies<br />
with a variety of ownership structures. six<br />
stadiums are held by the town or region, five<br />
stadiums are owned directly by the club.<br />
the ownership structure for the Bundesliga 2<br />
is as follows: six stadiums are held by the town or<br />
region, five stadiums are owned directly by the<br />
club, and seven stadiums belong to other holding<br />
companies.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
BundeSligA StAdiuMS<br />
Club name of stadium Capacity owner uefA category<br />
Borussia dortmund signal iduna park 80,708 BVB stadion gmbH elite<br />
hertha BSC olympiastadion Berlin 74,244 land Berlin/senatsverwaltung für inneres und sport elite<br />
fC Bayern Munich allianz arena 69,901 allianz arena München stadion gmbH elite<br />
fC Schalke 04 Veltins-arena 61,481<br />
FC schalke 04-stadion-Beteiligungsgesellschaft mbH & Co.<br />
immobilienverwaltungs Kg<br />
hamburger Sv HsH nordbank arena 57,263 HsV-stadion HsV-Vermögensverwaltungs gmbH & Co. Kg elite<br />
vfB Stuttgart Mercedes-Benz arena 55,774 landeshauptstadt stuttgart elite<br />
Borussia Mönchengladbach stadion im BoRussia-park 54,067 Borussia Vfl 1900 Mönchengladbach gmbH elite<br />
eintracht frankfurt Commerzbank arena 52,500 stadion Frankfurt Management gmbH elite<br />
1. fC Köln Rheinenergiestadion 49,958 Kölner sportstätten gmbH elite<br />
hannover 96 aWd-arena 49,000 Hannover 96 arena gmbH & Co. Kg elite<br />
Werder Bremen Weser-stadion 42,354 Bremer Weser-stadion gmbH 3<br />
vfl Wolfsburg VolKsWagen aRena 29,785 Wolfsburg ag 3<br />
1899 hoffenheim Rhein-neckar-arena 30,150 dH Besitzgesellschaft mbH & Co. Kg 3<br />
dSC Arminia Bielefeld schücoarena 27,300 dsC arminia Bielefeld e.V. 3<br />
Bayer 04 leverkusen Bayarena 23,103<br />
Bayer 04 immobilien gmbH; approx 30,000 seats after<br />
completion of conversion 08/2009<br />
vfl Bochum rewirpowerstadion 31,328 stadt Bochum 2<br />
Karlsruher SC Wildparkstadion 29,901 stadt Karlsruhe 2<br />
fC energie Cottbus stadion der Freundschaft 22,808 sportstättenbetrieb der stadt Cottbus 2<br />
BundeSligA 2 StAdiuMS<br />
Club name of stadium Capacity owner uefA category<br />
tSv 1860 München allianz arena 69,901 allianz arena München stadion gmbH elite<br />
fSv frankfurt Commerzbank arena 52,500<br />
stadion Frankfurt Management gmbH; alternative stadium<br />
Volksbankstadion. approx. 10,000 seats after completion of<br />
conversion in 05/2009<br />
1. fC nürnberg easyCredit-stadion 47,720 stadt nürnberg elite<br />
1. fC Kaiserslautern Fritz-Walter-stadion 48,500 Fritz-Walter-stadion Kaiserslautern gmbH 3<br />
MSv duisburg MsV-arena 31,514 MsV duisburg stadionprojekt gmbH & Co. Kg 3<br />
f.C. hansa rostock dKB-arena 28,800 ostseestadion gmbH & Co. Kg 2<br />
SC freiburg badenova-stadion 24,120 stadt Freiburg im Breisgau 2<br />
fC St. Pauli Millerntor-stadion 23,201 FC st. pauli von 1900 e.V. 2<br />
1. fSv Mainz 05 Bruchwegstadion 20,300 1. FsV Mainz 05 e.V. 2<br />
fC Augsburg Rosenaustadion 28,000<br />
stadt augsburg; approx. 31,000 seats upon completion of<br />
new impulsarena in summer 2009<br />
SC rot-Weiß oberhausen stadion niederrhein 21,318 stadt oberhausen 1<br />
Alemannia Aachen tivoli 21,200<br />
alemannia aachen gmbH; approx. 32,900 seats upon<br />
completion of new tivoli stadium in summer 2009<br />
vfl osnabrück osnatel aRena 16,130 Vfl osnabrück e.V. 1<br />
tuS Koblenz stadion oberwerth 15,212 stadt Koblenz 1<br />
Spvgg greuther fürth playmobil-stadion 15,000 geobra Brandstätter gmbH & Co. Kg 1<br />
Sv Wehen Wiesbaden BRita-arena 13,144 sVWehen 1926 Wiesbaden gmbH 1<br />
fC ingolstadt tuJa-stadion 11,431<br />
stadt ingolstadt; new stadium scheduled for completion<br />
in summer 2010<br />
rot Weiss Ahlen Wersestadion 10,288 Rot Weiss ahlen e.V. 1<br />
134 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 135<br />
elite<br />
3<br />
elite<br />
1<br />
1<br />
1
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Bundesliga balance sheet<br />
BundeSligA – ASSetS in ¤ ’000<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
intangible assets 7,422 10,333 11,728 4,584<br />
player assets 160,416 162,470 203,114 340,570<br />
tangible fixed assets 197,859 186,483 191,163 118,692<br />
Financial assets 301,900 331,079 348,432 419,563<br />
Receivables, stocks, securities 197,537 215,867 228,637 215,387<br />
Cash on hand / bank 127,791 152,369 164,379 128,401<br />
accruals 22,312 15,855 23,222 30,400<br />
total 1,015,237 1,074,455 1,170,676 1,257,597<br />
Highest increase<br />
in value<br />
the increase in player<br />
assets again played a<br />
significant role in the<br />
favourable develop -<br />
ment of the balance<br />
sheet total.<br />
the balance sheet total of the Bundesliga continues<br />
its upward trend with capitalized player<br />
assets as at the balance sheet date (30 June<br />
2008) again recording the strongest year-onyear<br />
development. although this segment stagnated<br />
in recent years, it already improved by 35<br />
per cent between 2006 and 2007, and increased<br />
again by a further 67.7 per cent last year. Compared<br />
to the 2005/06 season, Bundesliga clubs<br />
invested more than twice as much in new players<br />
in the 2007/08 season. as a result of a stadiumowning<br />
club’s relegation, the clubs’ tangible fixed<br />
assets plummeted by almost 38 per cent to its<br />
lowest-ever value of ¤ 118.7 million in the period<br />
under review.<br />
What stands out particularly is the continual<br />
increase of financial assets. Compared to the<br />
previous year, this item increased by 20.4 per<br />
cent as at 30 June 2008, generating a record<br />
¤ 419.6 million over the past four seasons. this is<br />
primarily due to the clubs spinning off rights into<br />
subsidiaries.<br />
BundeSligA – develoPMent of PlAYer ASSetS in ¤ ’000<br />
2008<br />
2007<br />
2006<br />
2005<br />
162,470<br />
160,416<br />
203,114<br />
340,570<br />
+ 67.7 %<br />
year-on-year<br />
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 40,000<br />
BundeSligA – liABilitieS in ¤ ’000<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
equity capital 276,002 294,824 423,950 430,155<br />
special item with accrual character 7,601 36 7,376 487<br />
provisions 85,094 93,181 89,533 102,115<br />
liabilities 535,292 569,341 510,323 469,453<br />
of which on loans 90,369 94,129 80,790 82,062<br />
of which due to banks 117,346 157,813 103,087 43,333<br />
from trade accounts payable 76,551 79,443 69,978 93,783<br />
of which other accounts payable 251,026 237,957 256,468 250,274<br />
accrued expense 111,249 117,073 139,495 255,388<br />
total 1,015,237 1,074,455 1,170,676 1,257,597<br />
Capital equity of the 18 Bundesliga clubs has<br />
hit a new record with ¤ 430.2 million. this is an<br />
increase of just 1.5 per cent compared to the<br />
2006/07 season, standing in stark contrast to<br />
the staggering 55.85 per cent rise compared to<br />
the 2005/06 season. However, as the balance<br />
sheet total experienced a stronger rise than<br />
equity capital, the equity ratio dropped from its<br />
highest in June 2007 by 2 percentage points to<br />
a still considerable 34.2 per cent as at 30 June<br />
2008, on which date 16 of the 18 Bundesliga<br />
clubs recorded positive equity capital, one club<br />
more than last year. at the same time, total<br />
liabilities and provisions amounted to ¤ 571.6<br />
million, the lowest result for the four seasons<br />
under review. Commendably, the clubs are<br />
continuing to use the improved results to reduce<br />
the level of borrowed capital. since 30 June<br />
2005 liabilities due to banks were reduced by<br />
over 50 per cent as at 30 June 2008.<br />
BundeSligA – develoPMent of liABilitieS in ¤ ’000<br />
+ XX euro<br />
im Vgl. zum Vorjahr 569,341<br />
Best performance<br />
the Bundesliga’s equity<br />
capital has reached a<br />
new record at ¤ 430.2<br />
million, whilst total<br />
liabilities are at their<br />
lowest since 2005 at<br />
¤ 469.5 million.<br />
136 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 137<br />
2008<br />
2007<br />
2006<br />
2005<br />
469,453<br />
510,323<br />
535,292<br />
0 100,000 200,000 300,000 400,000 500,000 600,000
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Bundesliga 2 balance sheet<br />
Exponential<br />
Balance sheet total<br />
increased by over 100<br />
per cent and player<br />
assets by almost over<br />
300 per cent.<br />
BundeSligA 2 – ASSetS in ¤ ’000<br />
BundeSligA 2 – develoPMent of PlAYer ASSetS in ¤ ’000<br />
2008<br />
2007<br />
2006<br />
2005<br />
6,377<br />
5,609<br />
10,338<br />
With ¤ 304.5 million as at the balance sheet<br />
date, the Bundesliga 2’s balance sheet total<br />
literally exploded, growing by 128 per cent compared<br />
to the previous year. player assets again<br />
stand out with an increase of 275.4 per cent.<br />
Whilst tangible fixed assets of the Bundesliga<br />
decreased due to the relegation of a club which<br />
owns its own stadium, the same issue had quite<br />
+ 275.4 %<br />
year-on-year<br />
the reverse effect on the tangible fixed assets<br />
of the Bundesliga 2 as it experienced three-digit<br />
growth at 290 per cent. on the whole, the ratios<br />
of the Bundesliga 2 depend heavily on the composition<br />
of the division at the time.<br />
thus the 2007/08 season saw 1899<br />
Hoffenheim playing, a club with very high player<br />
assets which had been promoted from the third<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
intangible assets 2,853 1,271 1,335 8,545<br />
player assets 5,609 6,377 10,338 38,810<br />
tangible fixed assets 41,879 52,438 38,823 151,203<br />
Financial assets 8,885 3,739 8,268 10,408<br />
Receivables, stocks, securities 29,507 28,032 40,317 57,433<br />
Cash on hand / bank 15,361 13,348 33,324 35,844<br />
accruals 1,220 1,175 1,145 2,258<br />
total 105,315 106,380 133,550 304,501<br />
38,810<br />
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000<br />
BundeSligA 2 – develoPMent of eQuitY in ¤ ’000<br />
-40,000 -30,000 -20,000 -10,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000<br />
division. However, Bundesliga 2 clubs also have<br />
increasingly invested in player assets over the<br />
past two seasons.<br />
the Bundesliga 2 has also recorded positive<br />
equity capital, which at ¤ 75.2 million stands<br />
at its highest value yet. With an equity ratio of<br />
24.7 per cent compared to 6.8 per cent in the<br />
2006/07 season, the second division is getting<br />
BundeSligA 2 – liABilitieS in ¤ ’000<br />
close to the level of the german top league. However,<br />
at just under ¤ 185 million liabilities and<br />
provisions have also achieved an all-time high,<br />
almost doubling year-on-year. the reason lies in<br />
the relegation of a stadium-owning club from the<br />
Bundesliga and that club’s mortgage payments.<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
equity capital -32,239 -6,854 9,139 75,152<br />
special item with accrual character 16,844 12,653 154 7,121<br />
provisions 12,560 11,539 16,200 21,945<br />
liabilities 83,716 77,255 88,727 162,747<br />
of which on loans 0 0 4,988 6,616<br />
of which due to banks 17,375 29,269 14,537 48,898<br />
from trade accounts payable 12,944 10,183 13,079 16,456<br />
of which other accounts payable 53,396 37,803 56,123 90,776<br />
accrued expense 24,435 11,788 19,330 37,536<br />
total 105,315 106,380 133,550 304,501<br />
138 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 139<br />
2008<br />
2007<br />
2006<br />
2005 -32,239<br />
-6,854<br />
9,139<br />
+ 722.3 %<br />
year-on-year<br />
75,152<br />
High-flyers<br />
the 700 per cent yearon-year<br />
increase in equity<br />
capital is one side of the<br />
coin – new record liabilities<br />
are the other.
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Financial mix<br />
during the last season, the clubs and joint stock<br />
companies of the Bundesliga and Bundesliga 2<br />
increased their borrowed capital: total liabilities<br />
and provisions during the 2006/2007 season<br />
rose by 7.3 per cent from ¤ 704.8 million to ¤<br />
756.3 million in the 2007/2008 season.<br />
in this context, the rather positive development<br />
of borrowed capital of the Bundesliga<br />
clubs means that with ¤ 571.6 million the league<br />
continues to stay below the ¤ 600 million threshold,<br />
decreasing borrowed capital by 4.7 per<br />
cent compared to 2007. as was practised over<br />
the past years, the clubs continued to reduce<br />
significantly their liabilities due to banks (down<br />
58 per cent). However, trade accounts payable<br />
increased considerably (up 34 per cent) and for<br />
the first time in the four periods under review<br />
made up the largest share of liabilities due to<br />
liCenSed footBAll totAl net ASSetS in ¤ ’000<br />
equity capital growth was shouldered in equal<br />
parts by the Bundesliga and Bundesliga 2, a<br />
remarkable development when one bears in mind<br />
that the Bundesliga 2 disposed of hardly any<br />
equity capital last season. Whilst the Bundesliga<br />
recorded the lowest total liabilities and<br />
provisions for the period under review, it was<br />
exactly the opposite for the Bundesliga 2. these<br />
developments ran almost parallel, which is also<br />
expressed by the fact that despite a considerably<br />
increased balance sheet total, the equity-toassets<br />
ratio has remained practically constant.<br />
total net assets of licensed football increased<br />
banks. on the other hand, hardly any changes<br />
were recorded for liabilities on loans. in fact, it<br />
was quite the reverse for the Bundesliga 2 where<br />
borrowed capital increased by 76 per cent,<br />
which means that the league – for the first time<br />
in years – has left the narrow margin of between<br />
approx. ¤ 90 million and ¤ 100 million in which<br />
this division usually operates. this development,<br />
however, was due primarily to the relegation of<br />
a club which owns its own stadium, which in turn<br />
involved larger external financing instruments.<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
equity capital Bundesliga 276,002 294,824 423,950 430,155<br />
equity capital Bundesliga 2 -32,239 -6,854 9,139 75,152<br />
total 243,762 287,970 433,089 505,307<br />
strongly by 16.7 per cent from ¤ 433 million as<br />
at 30 June 2007 to over half a billion euros as<br />
at 30 June 2008. even if one were to deduct the<br />
intangible assets in the form of player assets<br />
(around ¤ 379 million), this would still leave an<br />
adjusted equity capital to the tune of roughly<br />
¤ 126 million.<br />
BundeSligA totAl BorroWed CAPitAl in ¤ ’000<br />
liCenSed footBAll totAl BorroWed CAPitAl in ¤ ’000<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
provisions 85,094 93,181 89,533 102,115<br />
liabilities 535,292 569,341 510,323 469,453<br />
of which on loans 90,369 94,129 80,790 82,062<br />
of which due to banks 117,346 157,813 103,087 43,333<br />
from trade accounts payable 76,551 79,443 69,978 93,783<br />
of which other accounts payable 251,026 237,957 256,468 250,274<br />
total 620,386 662,523 599,856 571,568<br />
BundeSligA 2 totAl BorroWed CAPitAl in ¤ ’000<br />
Bonding with fans<br />
the clubs generate additional<br />
cash by issuing bonds for fans,<br />
such as the tivoli bond for the<br />
new stadium of Alemannia.<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
provisions 12,560 11,539 16,200 21,945<br />
liabilities 83,716 77,255 88,727 162,747<br />
of which on loans 0 0 4,988 6,616<br />
of which due to banks 17,375 29,269 14,537 48,898<br />
from trade accounts payable 12,944 10,183 13,079 16,456<br />
of which other accounts payable 53,396 37,803 56,123 90,776<br />
total 96,275 88,794 104,927 184,692<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
provisions 97,653 104,720 105,734 124,060<br />
liabilities 619,008 646,597 599,050 632,200<br />
of which on loans 90,369 94,129 85,778 88,678<br />
of which due to banks 134,721 187,081 117,624 92,232<br />
from trade accounts payable 89,495 89,627 83,057 110,240<br />
of which other accounts payable 304,422 275,760 312,591 341,050<br />
total 716,661 751,317 704,784 756,260<br />
140 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 141
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
licensed football – profit and loss statement<br />
liCenSed footBAll totAl revenue<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match revenue 18.57 282,187 22.49 342,055 20.91 365,402 21.07 407,554<br />
advertising revenue 27.35 415,589 27.46 417,711 24.58 429,589 25.16 486,774<br />
Media receipts 26.01 395,273 26.31 400,127 33.19 580,077 29.71 574,743<br />
transfers 3.83 58,136 6.64 101,015 5.37 93,819 8.57 165,722<br />
Merchandising 3.69 56,122 4.14 62,993 4.06 71,046 4.22 81,727<br />
other 20.56 312,383 12.95 197,033 11.89 207,882 11.27 217,919<br />
total revenue 1,519,690 1,520,934 1,747,815 1,934,439<br />
BreAKdoWn of totAl revenue<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Bundesliga 84.51 1,284,334 84.64 1,287,285 83.35 1,456,783 81.00 1,566,931<br />
Bundesliga 1 15.49 235,356 15.36 233,648 16.65 291,032 19.00 367,508<br />
total revenue 1,519,690 1,520,934 1,747,815 1,934,439<br />
german professional football continues on<br />
a steady growth course. For the fourth time<br />
running the 36 licensed clubs reported record<br />
revenue amounting to ¤ 1.934 billion, up 10.7 per<br />
cent from the 2006/07 season. this is a highly<br />
dynamic development compared to economic<br />
develoPMent of totAl revenue in ¤ ’000<br />
2,000,000<br />
1,750,000<br />
1,500,000<br />
1,250,000<br />
1,275,749<br />
2003/2004<br />
+ 10.7 %<br />
year-on-year<br />
1,519,690<br />
2004/2005<br />
1,520,934<br />
2005/2006<br />
1,747,815<br />
2006/2007<br />
1,934,439<br />
2007/2008<br />
growth of 2.5 per cent in 2007. the revenue<br />
sources match operations and advertising continue<br />
to be the driving forces behind this growth,<br />
even if it was transfer revenue where the highest<br />
increase occurred. not only did the clubs buy<br />
attractive players, they also sold good players,<br />
resulting in a striking increase of 76.6 per cent in<br />
transfer revenue compared to the previous season.<br />
although the third major source of revenue<br />
(media receipts) experienced a slight drop of 0.9<br />
per cent during the 2007/08 season, at 29.7<br />
per cent this item remains the most significant<br />
contributor to total revenue ahead of advertising<br />
(25.2 per cent).<br />
good news then that the Bundesliga 2<br />
continues on its way to the top, increasing the<br />
percentage share in total revenue, topping the<br />
previous year’s excellent figures at 19 per cent,<br />
and achieving the highest value during the last<br />
four seasons.<br />
liCenSed footBAll totAl eXPenditure<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ’000 in % in ¤ ’000 in % in ¤ ’000 in % in ¤ ’000<br />
payroll costs for match operations 40.82 599,428 40.03 612,046 39.69 651,188 41.16 785,978<br />
Commercial / administrative staff 4.36 63,979 5.12 78,284 4.47 73,371 4.29 82,008<br />
transfers 10.35 152,008 10.19 155,729 11.28 185,113 12.00 229,191<br />
Match operations 16.11 236,506 17.43 266,429 16.85 276,480 16.04 306,223<br />
Youth, amateur, academies 3.94 57,791 3.98 60,865 3.76 61,629 3.63 69,232<br />
other 24.43 358,805 23.26 355,575 23.96 393,073 22.89 437,067<br />
total expenditure 1,468,518 1,528,930 1,640,854 1,909,699<br />
the 2007/2008 season picked up on the development<br />
of the past four seasons. Rising seasonon-season,<br />
total expenditure for the past season<br />
amounted to almost ¤ 1.9 billion, the 16.4 per<br />
cent increase against the 2006/2007 season<br />
was caused in equal shares by all items. at 41.2<br />
per cent, payroll costs for match operations remained<br />
by far the highest expenditure item in the<br />
2007/2008 season, representing an increase of<br />
20.7 per cent year-on-year.<br />
PAYroll CoStS MAtCh oPerAtionS in ¤ ’000<br />
142 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 143<br />
07/08<br />
06/07<br />
05/06<br />
04/05<br />
at 23.8 per cent, transfer costs increased<br />
only slightly more season-on-season. this is a<br />
direct consequence of the league’s investments<br />
in spectacular, and hence expensive, players.<br />
on the whole though, the basic expenditure<br />
structure remains almost unchanged in the<br />
period under review.<br />
612,046<br />
599,428<br />
651,188<br />
0 200,000 400,000 600,000 800,000<br />
785,978<br />
Higher expenditure<br />
expenditure is also on<br />
the rise, with transfers<br />
up by just under 24 per<br />
cent, and match operations<br />
– which contribute<br />
the lion’s share – increasing<br />
over 20 per cent.
200<br />
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Bundesliga – profit and loss statement<br />
BundeSligA totAl revenue<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match revenue 18.08 232,227 23.46 302,018 21.26 309,750 21.57 338,054<br />
advertising revenue 27.86 357,795 28.00 360,477 24.52 357,220 25.70 402,642<br />
Media receipts 25.05 321,700 25.21 324,508 32.95 480,045 30.36 475,775<br />
transfers 3.72 47,839 7.18 92,489 5.32 77,463 8.23 128,993<br />
Merchandising 3.81 48,902 4.41 56,809 4.51 65,654 4.41 69,164<br />
other 21.48 275,871 11.73 150,985 11.44 166,652 9.72 152,303<br />
total revenue 1,284,334 1,287,285 1,456,783 1,566,931<br />
the Bundesliga was set for further growth<br />
in2007/2008. Revenue was increased by 7.5 per<br />
cent to ¤ 1.566 billion, allowing the german elite<br />
league for the first time to push past the ¤ 1.5<br />
billion threshold.<br />
the balanced and sound mix of revenue<br />
sources is characteristic of the league. as was<br />
the case in past years, the league is supported by<br />
a flow of income from three sources: (i) matchday<br />
takings, (ii) advertising revenue and (iii) media<br />
receipts. although transfer revenue increased<br />
considerably by 66.5 per cent, its current 8.2<br />
BundeSligA ContriBution to revenue in %<br />
3.81<br />
3.72<br />
21.48<br />
18.08<br />
per cent contribution towards total revenue still<br />
lags markedly behind the other three mainstays,<br />
which together contribute 77.6 per cent to total<br />
revenue.<br />
Media receipts kept up the level of the<br />
2006/2007 season, contributing the largest<br />
share to total revenue with ¤ 475.8 million (or<br />
30.4 per cent).<br />
2004/2005 2005/2006 2006/2007 2007/2008<br />
approx.<br />
¤ 1.28<br />
billion<br />
27.86<br />
25.05<br />
7.18<br />
4.41<br />
23.46<br />
11.73<br />
approx.<br />
¤ 1.29<br />
billion<br />
5.32<br />
approx.<br />
¤ 1.46<br />
8.23<br />
billion<br />
21.26 21.57<br />
advertising revenue Media receipts Match revenue transfers Merchandising other<br />
28.00<br />
25.21<br />
4.51<br />
11.44<br />
9.72<br />
4.41<br />
24.52 25.70<br />
80<br />
BundeSligA totAl eXPenditure<br />
for the first time total expenditure exceeded<br />
the ¤ 1.5 billion threshold, translating to over ¤<br />
80 million per club, in the 2007/2008 season.<br />
increasing by almost ¤ 200 million, or just under<br />
14 per cent, total expenditure thus outgrew total<br />
revenue.<br />
the highest increase was generated by payroll<br />
costs for match operations, which rose 18<br />
per cent season-on-season to exceed the ¤ 600<br />
million threshold for the first time ever. another<br />
first since 2004/2005, these costs contributed<br />
over 40 per cent to total expenditure, a moder-<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
payroll costs for match operations 40.38 495,879 39.40 510,658 39.33 530,092 40.96 627,001<br />
Commercial / administrative staff 4.36 53,483 5.19 67,266 4.34 58,455 4.08 62,456<br />
transfers 11.43 140,336 11.10 143,805 12.20 164,480 12.57 192,359<br />
Match operations 15.95 195,889 17.34 224,781 16.14 217,510 15.79 241,670<br />
Youth, amateur, academies 3.30 40,573 3.32 43,040 3.26 43,958 3.20 48,953<br />
other 24.58 301,864 23.64 306,425 24.73 333,379 23.41 358,396<br />
total expenditure 1,228,024 1,295,974 1,347,873 1,530,835<br />
ate 1.5 percent increase as against last season.<br />
the contribution of the other items to total<br />
expenditure remained by and large unchanged. in<br />
absolute figures, however, this translates into alltime<br />
highs in the four-year period under review.<br />
144 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 145<br />
70<br />
approx.<br />
¤ 1.57<br />
billion<br />
32.95 30.36<br />
trAnSfer CoStS<br />
in ¤ ’000<br />
200<br />
150<br />
100<br />
140,336<br />
2004/2005<br />
+ 17 %<br />
year-on-year<br />
2005/2006<br />
143,805<br />
2006/2007<br />
192,359<br />
164,480<br />
2007/2008<br />
PAYroll CoStS CoMMerCiAl/<br />
AdMiniStrAtive StAff in ¤ ’000<br />
70<br />
60<br />
50<br />
2004/2005<br />
53,483<br />
2005/2006<br />
67,266<br />
2006/2007<br />
58,455<br />
62,456<br />
+ 6.8 %<br />
year-on-year<br />
2007/2008
40 20<br />
35<br />
30<br />
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
BundeSligA 2 totAl revenue<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match revenue 21.23 49,960 17.14 40,038 19.12 55,652 18.91 69,500<br />
advertising revenue 24.56 57,795 24.50 57,234 24.87 72,369 22.89 84,132<br />
Media receipts 31.26 73,573 32.36 75,618 34.37 100,033 26.93 98,968<br />
transfers 4.37 10,297 3.65 8,526 5.62 16,357 9.99 36,729<br />
Merchandising 3.07 7,220 2.65 6,184 1.85 5,393 3.42 12,563<br />
other 15.51 36,511 19.71 46,048 14.17 41,230 17.85 65,616<br />
total revenue 235,356 233,648 291,032 367,508<br />
Bundesliga 2 – profit and loss statement<br />
the Bundesliga 2 entered a new dimension during<br />
the 2007/2008 season: for the first time ever the<br />
average club generated more than ¤ 20 million in<br />
revenue; on the whole the league generated total<br />
revenue of ¤ 367.5 million, up 26.3 per cent from<br />
last season.<br />
as with the Bundesliga, almost all sources<br />
of revenue experienced growth last season. the<br />
only item to remain constant on the previous<br />
season’s high level was media receipts. However,<br />
given the fact that no new media agreements<br />
were concluded during the last season, just goes<br />
to show that growth was achieved in areas where<br />
growth was at all possible. that the Bundesliga 2<br />
is highly popular is also reflected by the result for<br />
merchandising: up by just under 133 per cent, this<br />
item recorded the highest growth before transfers<br />
which stand at 125 per cent.<br />
the success of the Bundesliga 2 is also based on<br />
a sound mix of the three main sources of revenue,<br />
i.e. match-day takings, advertising and media receipts,<br />
which together contribute 68.7 per cent to<br />
total revenue; although media receipts is the highest<br />
individual item with a share of 26.9 per cent.<br />
BundeSligA 2 ContriBution to revenue in % trAnSfer CoStS<br />
in ¤ ’000<br />
3.07<br />
4.37<br />
21.23<br />
2004/2005 2005/2006 2006/2007 2007/2008<br />
15.51<br />
approx.<br />
¤ 0.24<br />
billion<br />
24.56<br />
31.26<br />
2.65<br />
3.65<br />
17.14<br />
19.71<br />
approx.<br />
¤ 0.23<br />
billion<br />
approx.<br />
¤ 0.29<br />
billion<br />
advertising revenue Media receipts Match revenue transfers Merchandising other<br />
24.50<br />
32.36<br />
14.17 17.85<br />
1.85<br />
24.87<br />
5.62<br />
19.12<br />
34.37<br />
3.42<br />
9.99<br />
18.91<br />
approx.<br />
¤ 0.37<br />
billion<br />
22.89<br />
26.93<br />
BundeSligA 2 totAl eXPenditure<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
payroll costs for match operations 43.06 103,549 43.52 101,388 41.33 121,096 41.96 158,977<br />
Commercial / administrative staff 4.36 10,496 4.73 11,018 5.09 14,916 5.16 19,551<br />
transfers 4.85 11,672 5.12 11,925 7.04 20,633 9.72 36,832<br />
Match operations 16.89 40,618 17.88 41,648 20.13 58,970 17.04 64,553<br />
Youth, amateur, academies 7.16 17,218 7.65 17,826 6.03 17,671 5.35 20,279<br />
other 23.68 56,941 21.10 49,151 20.37 59,694 20.77 78,671<br />
total expenditure 240,494 232,956 292,981 378,863<br />
Similar to the Bundesliga, Bundesliga 2 expenditure<br />
showed higher growth than revenue in the<br />
2007/2008 season. Compared to last season,<br />
total expenditure increased by just under 30 per<br />
cent to ¤ 378.9 million, and for the first time ever<br />
total expenditure per average club exceeded the<br />
¤ 20 million threshold. payroll costs for match<br />
operations increased even more drastically by<br />
over 31 per cent to ¤ 159 million. in absolute<br />
terms this is a record although the contribution<br />
of payroll costs for match operations to total<br />
expenditure (almost 42 per cent) was higher for<br />
the 2004/2005 and 2005/2006 seasons at 43<br />
per cent each.<br />
When looking at the payroll costs for match<br />
operations, we need to remember that three<br />
PAYroll CoStS CoMMerCiAl/<br />
AdMiniStrAtive StAff in ¤ ’000<br />
146 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 147<br />
40<br />
35<br />
20<br />
10<br />
11,672<br />
2004/2005<br />
+ 78.5 %<br />
year-on-year<br />
11,925<br />
2005/2006<br />
20,633<br />
2006/2007<br />
clubs (i. e. Borussia Mönchengladbach, 1. FC Köln<br />
and 1899 Hoffenheim) playing in the Bundesliga<br />
2 had heavily invested in their pool of players<br />
which lead to their promotion. payroll costs for<br />
commercial and administrative staff also surged<br />
at 31 per cent, and with ¤ 19.6 million this item<br />
is almost twice as high as for the 2004/2005<br />
season (¤ 10.5 million). this is an indication that<br />
the Bundesliga 2 has stepped up investments<br />
over the past four seasons to create and further<br />
promote a professional infrastructure. looking<br />
at the trend of payroll costs for match operations,<br />
it comes as no surprise that transfer costs<br />
recorded a significant surge, although the other<br />
items for 2007/2008 kept within the bounds of<br />
the previous years.<br />
36,832<br />
2007/2008<br />
20<br />
15<br />
10<br />
10,496<br />
2004/2005<br />
+ 31 %<br />
year-on-year<br />
11,018<br />
2005/2006<br />
14,916<br />
2006/2007<br />
19,551<br />
2007/2008
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Result and performance<br />
unlike the 2006/2007 season, the record revenue<br />
of the 2007/2008 season is not followed<br />
by a record result. expenditure experienced<br />
a higher increase than revenue, leaving the<br />
reSult After tAX – AverAge in ¤ ’000<br />
2004/2005 2005/2006 2006/2007 2007/2008<br />
Bundesliga 3,128 -483 6,051 2,005<br />
Bundesliga 2 -285 38 -108 -631<br />
licensed football 1,421 -222 2,971 687<br />
reSult After tAX – ABSolute in ¤ ’000<br />
2004/2005 2005/2006 2006/2007 2007/2008<br />
Bundesliga 56,310 -8,689 108,909 36,096<br />
Bundesliga 2 -5,138 693 -1,948 -11,355<br />
licensed football 51,172 -7,996 106,961 24,740<br />
eBitdA – AverAge in ¤ ’000<br />
2004/2005 2005/2006 2006/2007 2007/2008<br />
Bundesliga 11,304 7,357 15,732 12,658<br />
Bundesliga 2 467 795 785 1,854<br />
licensed football 5,885 4,076 8,259 7,256<br />
average Bundesliga 2 club to generate only ¤ 2<br />
million profit after tax, compared to ¤ 6 million<br />
the previous year. this surge in expenditure had<br />
been anticipated, though, in particular the high<br />
increase in payroll costs for match operations.<br />
on the whole, however, licensed football records<br />
strikingly positive after-tax earnings, carried<br />
above all by the clubs of the Bundesliga.<br />
eaRnings BeFoRe inteRest, taXes,<br />
depReCiation and aMoRtiZation<br />
this indicator, which facilitates the comparison<br />
of the performance of companies with different<br />
financial structures, shows that licensed football<br />
is, essentially, a truly going concern even against<br />
the backdrop of an increase in expenditure.<br />
although the professional clubs are not able to<br />
follow on from the record result of the 2006/2007<br />
season, an average ¤ 7.2 million per club constitutes<br />
the second-best result achieved in the<br />
period under review. averaging ¤ 1.9 million per<br />
club, the Bundesliga 2 achieved the best results<br />
ever, comfortably surpassing the hitherto elusive<br />
threshold of ¤ 1 million.<br />
nuMBer of CluBS With PoSitive reSult After tAX<br />
148 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 149<br />
2007/2008<br />
2006/2007<br />
2005/2006<br />
2004/2005<br />
Great results. licensed football stands on a sound financial base.<br />
Whilst all Bundesliga clubs generated a profit in<br />
the 2006/2007 season, 15 clubs still managed<br />
to repeat this performance in 2007/2008; ample<br />
proof that the financial situation of the clubs<br />
Bundesliga Bundesliga 2 licensed Football<br />
9<br />
9<br />
10<br />
continues on a sound footing. at least half of the<br />
Bundesliga 2 clubs were in the black, only three<br />
less than in the previous season.<br />
12<br />
12<br />
14<br />
15<br />
18<br />
21<br />
24<br />
24<br />
30
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Clusters by payroll costs<br />
BundeSligA<br />
taking the payroll<br />
costs for match operations<br />
as a basis,<br />
the clubs taking part<br />
in the 2007/2008<br />
season have been<br />
divided into three<br />
groups of six:<br />
position 1 to 6:<br />
the six clubs with the<br />
highest payroll costs<br />
for match operations:<br />
more than ¤ 38 million<br />
and ¤ 60.9 million on<br />
average.<br />
BundeSligA – reSult After tAX<br />
Based on payroll costs for match operations<br />
2007/2008 Result*<br />
position 1 to 6 3,737<br />
position 7 to 12 485<br />
position 13 to 18 1,795<br />
Bl average 2,005<br />
*average per licensee in ¤ ’000<br />
position 7 to 12:<br />
the six clubs with<br />
‘average’ payroll costs<br />
for match operations:<br />
between ¤ 24 million<br />
and ¤ 38 million,<br />
¤ 29.6 million on<br />
average.<br />
the clubs with the highest payroll costs dominate<br />
all revenue and expenditure items, noticeably<br />
topping the average of the Bundesliga clubs.<br />
the middle group manages approximately to<br />
come close to the average of the Bundesliga for<br />
most items, whilst the six clubs with the lowest<br />
payroll costs lags significantly behind the Bundesliga<br />
average for almost all items.<br />
interestingly, though, only two of the three<br />
relegated clubs were in this group, corroborating<br />
the fact that increased payroll costs need not<br />
necessarily go hand-in-hand with winning the<br />
fight against relegation.<br />
the three groups are closest where media<br />
receipts are concerned, and furthest apart where<br />
merchandising revenue and transfer costs are<br />
position 13 to 18:<br />
the clubs with the<br />
lowest payroll costs<br />
for match operations:<br />
less than ¤ 24 million<br />
and an average of<br />
¤ 14.0 million.<br />
involved. generally speaking, a multiplier of two<br />
can be applied from one group’s revenue and<br />
expenditure to the other’s, i. e. the middle group’s<br />
revenue and expenditure is twice as high as that<br />
of the group of clubs with the lowest payroll<br />
costs. Roughly the same factor applies when<br />
looking at the middle cluster in comparison to<br />
the top cluster. looking at the results, the three<br />
groups are wide apart, with the group of clubs<br />
with the highest payroll costs posting the best<br />
result, and the middle group posting the worst.<br />
Bielefeld’s line of defence in the<br />
match against energie Cottbus<br />
on the 20th match day of the<br />
2008/2009 season. final score:<br />
one all.<br />
BundeSligA revenue – average per licensee<br />
150 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 151<br />
Match<br />
revenue<br />
advertising<br />
revenue<br />
Media<br />
receipts<br />
transfers Merchandising other Total<br />
2007/2008 in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in %<br />
position 1 to 6 34,163 182 37,489 168 41,134 156 13,689 191 9,867 257 16,450 194 152,793 176<br />
position 7 to 12 16,403 87 21,224 95 22,981 87 7,167 100 1,216 32 6,392 76 75,382 87<br />
position 13 to 18 5,776 31 8,394 38 15,181 57 643 9 445 12 2,542 30 32,980 38<br />
Bl average 18,781 100 22,369 100 26,432 100 7,166 100 3,842 100 8,461 100 87,052 100<br />
BundeSligA eXPenditure – average per licensee<br />
payroll Match ops<br />
administrative<br />
staff<br />
transfers Match operations<br />
Youth, amateur,<br />
academies<br />
other Total<br />
2007/2008 in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in %<br />
position 1 to 6 60,896 175 6,123 176 21,144 198 21,892 163 4,361 160 34,639 174 149,056 175<br />
position 7 to 12 29,575 85 3,001 86 8,248 77 12,926 96 2,423 89 18,724 94 74,898 88<br />
position 13 to 18 14,029 40 1,286 37 2,667 25 5,460 41 1,374 51 6,370 32 31,185 37<br />
Bl average 34,833 100 3,470 100 10,687 100 13,426 100 2,720 100 19,911 100 85,046 100
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Clusters by payroll costs<br />
BundeSligA 2 position 1 to 6:<br />
the six clubs with the<br />
highest payroll costs<br />
for match operations:<br />
more than ¤ 8.3 million<br />
and ¤ 14.0 million<br />
on average.<br />
the gap between the group with the highest payroll<br />
costs for match operations and the middle<br />
group in the Bundesliga 2 is similar to that of the<br />
Bundesliga. there is almost no gap, on the other<br />
hand, between the middle group and the group<br />
with the lowest payroll costs for match operations.<br />
as was the case with the Bundesliga, the<br />
middle group of the Bundesliga 2 also represents<br />
the league average in almost all positions. and<br />
again, not all of the relegated clubs came from<br />
the group with the lowest payroll costs. However,<br />
the three clubs that were promoted all belong to<br />
the group with the highest payroll costs.<br />
similar to the Bundesliga, the three groups<br />
of the Bundesliga 2 are closest where media<br />
receipts are concerned, and furthest apart<br />
where merchandising revenue and transfer costs<br />
are involved.<br />
BundeSligA 2 – reSult After tAX<br />
Based on payroll costs for match operations<br />
2007/2008 Result*<br />
position 1 to 6 -1,473<br />
position 7 to 12 -516<br />
position 13 to 18 96<br />
Bl 2 average -631<br />
* average per licensee in ¤ ’000<br />
position 7 to 12:<br />
the six clubs with<br />
‘average’ payroll<br />
costs for match<br />
operations: between<br />
¤ 6 million and ¤ 8.3<br />
million, ¤ 7.3 million<br />
on average.<br />
position 13 to 18:<br />
the clubs with the<br />
lowest payroll costs<br />
for match operations:<br />
less than ¤ 6 million<br />
and an average of<br />
¤ 5.2 million.<br />
However, when looking at the result there<br />
are major differences between the Bundesliga 2<br />
and the top-flight league: whilst the group with<br />
the lowest payroll costs for match operations<br />
recorded the best result, the group with the<br />
highest payroll costs reported the worst result<br />
in the Bundesliga 2.<br />
BundeSligA 2 revenue – average per licensee<br />
152 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 153<br />
Match<br />
revenue<br />
advertising<br />
revenue<br />
Media<br />
receipts<br />
transfers Merchandising other Total<br />
2007/2008 in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in %<br />
position 1 to 6 6,260 162 7,412 159 6,027 110 4,407 216 1,597 229 7,137 196 32,839 161<br />
position 7 to 12 3,291 85 4,299 92 6,035 110 1,388 68 309 44 2,214 61 17,536 86<br />
position 13 to 18 2,032 53 2,312 49 4,432 81 326 16 188 27 1,585 43 10,876 53<br />
Bl 2 average 3,861 100 4,674 100 5,498 100 2,041 100 698 100 3,645 100 20,417 100<br />
BundeSligA 2 eXPenditure – average per licensee<br />
payroll Match ops administrative<br />
staff<br />
transfers Match operations<br />
On the attack<br />
hoffenheim – here luiz gustavo tackling<br />
leverkusen’s tranquillo Barnetta – was one of<br />
the Bundesliga 2 clubs that invested heavily and<br />
managed promotion to the Bundesliga.<br />
Youth, amateur,<br />
academies<br />
other Total<br />
2007/2008 in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in %<br />
position 1 to 6 14,017 159 1,739 160 4,108 201 5,814 162 1,425 126 7,209 165 34,312 163<br />
position 7 to 12 7,269 82 887 82 1,449 71 3,287 92 1,234 110 3,925 90 18,052 86<br />
position 13 to 18 5,210 59 633 58 582 28 1,657 46 721 64 1,978 45 10,780 51<br />
Bl 2 average 8,832 100 1,086 100 2,046 100 3,586 100 1,127 100 4,371 100 21,048 100
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Clusters by table position<br />
A worthwhile<br />
investment<br />
Success in sport<br />
requires high investments,<br />
which in turn<br />
will improve the<br />
income situation.<br />
BundeSligA – reSult After tAX<br />
Based on league table position<br />
2007/2008 Result*<br />
position 1 to 6 3,737<br />
position 7 to 12 935<br />
position 13 to 18 1,344<br />
Bundesliga average 2,005<br />
* average per licensee in ¤ ’000<br />
the cluster here is based on the sporting<br />
achievements in the 2007/2008 season. Both<br />
leagues have again been divided into three<br />
groups of six. as was the case for the payroll<br />
costs cluster, the first group well outstrips the<br />
others, whilst the middle group more or less<br />
represents the Bundesliga average, and the third<br />
group clearly lags behind. nonetheless, the gaps<br />
are not as obvious as for the payroll costs cluster.<br />
the second and third group are closer when it<br />
comes to comparing their result. a comparison of<br />
their payroll costs, however, shows that they are<br />
further apart.<br />
in the Bundesliga 2, the findings of this cluster<br />
more or less coincide with the clusters by payroll<br />
costs: the first group outstrips the others, whilst<br />
the middle group more or less represents the<br />
Bundesliga average, and the third group clearly<br />
lags behind.<br />
although all three groups record a negative<br />
result, it is the middle section of the league table<br />
that posts the worst result. this group contained<br />
a couple of clubs which invested heavily in the<br />
2007/2008 season to avoid relegation. Financially<br />
this had a negative effect, but in terms of league<br />
table performance it was a success.<br />
BundeSligA 2 – reSult After tAX<br />
Based on league table position<br />
2007/2008 Result*<br />
position 1 to 6 -223<br />
position 7 to 12 -1,213<br />
position 13 to 18 -457<br />
Bundesliga 2 average -631<br />
* average per licensee in ¤ ’000<br />
BundeSligA revenue – average per licensee<br />
154 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 155<br />
2007/2008<br />
Match<br />
revenue<br />
advertising<br />
revenue<br />
tV transfers Merchandising other Total<br />
in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in %<br />
position 1 to 6 34,163 182 37,489 168 41,134 156 13,689 191 9,867 257 16,450 194 152,793 176<br />
position 7 to 12 12,373 66 16,455 74 20,157 76 5,588 78 1,356 35 3,191 38 59,119 68<br />
position 13 to 18 9,806 52 13,163 59 18,005 68 2,222 31 305 8 5,742 68 49,243 57<br />
Bl average 18,781 100 22,369 100 26,432 100 7,166 100 3,842 100 8,461 100 87,052 100<br />
BundeSligA eXPenditure – average per licensee<br />
2007/2008 payroll Match ops<br />
BundeSligA 2 revenue – average per licensee<br />
2007/2008<br />
Match<br />
revenue<br />
administrative<br />
staff<br />
advertising<br />
revenue<br />
transfers Match operations<br />
Youth, amateur,<br />
academies<br />
other Total<br />
in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in %<br />
position 1 to 6 60,896 175 6,123 176 21,144 198 21,892 163 4,361 160 34,639 174 149,056 175<br />
position 7 to 12 24,306 70 2,753 79 6,034 56 9,792 73 2,089 77 13,209 66 58,184 68<br />
position 13 to 18 19,298 55 1,534 44 4,881 46 8,594 64 1,708 63 11,884 60 47,900 56<br />
Bl average 34,833 100 3,470 100 10,687 100 13,426 100 2,720 100 19,911 100 85,046 100<br />
tV transfers Merchandising other Total<br />
in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in %<br />
position 1 to 6 5,618 146 7,677 164 6,581 120 4,948 242 1,433 205 6,884 189 33,141 162<br />
position 7 to 12 3,390 88 3,647 78 4,795 87 754 37 352 50 1,843 51 14,780 72<br />
position 13 to 18 2,575 67 2,698 58 5,119 93 420 21 309 44 2,208 61 13,331 65<br />
Bl 2 average 3,861 100 4,674 100 5,498 100 2,041 100 698 100 3,645 100 20,417 100<br />
BundeSligA 2 eXPenditure – average per licensee<br />
2007/2008 payroll Match ops<br />
administrative<br />
staff<br />
transfers Match operations<br />
Youth, amateur,<br />
academies<br />
other Total<br />
in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in %<br />
position 1 to 6 13,522 153 1,630 150 4,108 201 5,092 142 1,874 166 7,138 163 33,364 159<br />
position 7 to 12 6,444 73 824 76 960 47 3,310 92 935 83 3,519 81 15,993 76<br />
position 13 to 18 6,530 74 805 74 1,071 52 2,356 66 571 51 2,455 56 13,787 66<br />
Bl 2 average 8,832 100 1,086 100 2,046 100 3,586 100 1,127 100 4,371 100 21,048 100
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
payroll costs for match operations<br />
in proportion to total revenue<br />
A question of balance<br />
Payroll costs for match<br />
operations are offset<br />
by the corresponding<br />
revenue.<br />
At 40 per cent for the 2007/2008 season, the<br />
Bundesliga records the worst nominal ratio of<br />
payroll costs for match operations to total revenue<br />
for the four-year period under review. the<br />
current value, however, is only 0.3 per cent higher<br />
than the current top figure from the 2005/2006<br />
season. this shows that the increased expenditure<br />
of the 2007/2008 season could at least be<br />
partially offset by the corresponding revenue,<br />
ensuring that the ratio stays on course. the following<br />
seasons will show whether the Bundesliga<br />
is able to uphold its rather good ratio of around<br />
40 per cent on an international level. adding the<br />
payroll costs for commercial and administrative<br />
staff to this calculation, we can see that although<br />
the ratio increased considerably seasonon-season<br />
(2007/2008: 44 per cent), it still<br />
drops below the highest value achieved by the<br />
2005/2006 season (44.9 per cent).<br />
a comparison of the same ratios for the<br />
Bundesliga 2 and licensed football returns<br />
almost exactly the same results.<br />
BundeSligA – AverAge in ¤ ’000<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match operations 38.6 27,549 39.7 28,370 36.4 29,450 40.0 34,833<br />
Match operations and commercial /<br />
administrative staff<br />
42.8 30,520 44.9 32,107 40.4 32,697 44.0 38,303<br />
total revenue 71,352 71,516 80,932 87,052<br />
BundeSligA 2 – AverAge in ¤ ’000<br />
liCenSed footBAll – AverAge in ¤ ’000<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match operations 39.4 16,651 40.2 17,001 37.3 18,089 40.6 21,833<br />
Match operations and commercial /<br />
administrative staff<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match operations 44.0 5,753 43.4 5,633 41.6 6,728 43.3 8,832<br />
Match operations and commercial /<br />
administrative staff<br />
48.5 6,336 48.1 6,245 46.7 7,556 48.6 9,918<br />
total revenue 13,075 12,980 16,168 20,417<br />
43.7 18,428 45.4 19,176 41.5 20,127 44.9 24,111<br />
total revenue 42,214 42,248 48,550 53,734<br />
liCenSed footBAll – totAl in ¤ ’000<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match operations 39.4 599,428 40.2 612,046 37.3 651,188 40.6 785,978<br />
Match operations and commercial /<br />
administrative staff<br />
43.7 663,408 45.4 690,331 41.5 724,559 44.9 867,986<br />
total revenue 1,519,690 1,520,934 1,747,815 1,934,439<br />
156 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 157
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
the Bundesliga stalwarts’ record<br />
Remarkable<br />
the twelve Bundesliga<br />
stalwarts contribute<br />
around 78 per cent<br />
of total Bundesliga<br />
club revenue.<br />
this section takes a closer look at twelve<br />
clubs which played without interruption in the<br />
Bundesliga during the period 2004/2005 to<br />
2007/2008: Hertha BsC Berlin, dsC arminia<br />
Bielefeld, Werder Bremen, Borussia dortmund,<br />
Hamburger sV, Hannover 96, Bayer 04<br />
leverkusen, FC Bayern Munich, 1. FC nürnberg,<br />
FC schalke 04, VfB stuttgart and Vfl Wolfsburg.<br />
the aim of the examination is to eliminate the<br />
effects that promotion and relegation have on<br />
the Bundesliga.<br />
overall, the economic development of the<br />
twelve Bundesliga stalwarts is similar to the<br />
development of the whole Bundesliga. With a<br />
few noteworthy differences, though. the twelve<br />
clubs generated total revenue of ¤ 1.22 billion,<br />
or ¤ 111.1 million per club, in 2007/2008; thus<br />
66.67 per cent of the clubs generated around<br />
78 per cent of the revenue of all Bundesliga<br />
clubs. the average result per club amounts to<br />
¤ 1.6 million for the 2007/2008 season, a slight<br />
drop against the Bundesliga as a whole (¤ 2 million).<br />
at 40.1 per cent for the 2007/2008 season,<br />
the payroll costs for match operations to total<br />
revenue ratio corresponds almost exactly to the<br />
league’s average of 40 per cent.<br />
a look at the equity ratio of the twelve<br />
Bundesliga stalwarts (35.4 per cent) shows that<br />
they performed slightly better than the Bundesliga<br />
as a whole (34.2 per cent). on 30 June 2008,<br />
the final deadline of this time series, all twelve<br />
clubs reported positive equity capital compared<br />
to ten in June 2007, and nine in the two years<br />
before that.<br />
BundeSligA StAlWArtS – totAl revenue<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match revenue 17.13 168,609 21.80 204,824 20.29 220,572 20.80 254,098<br />
advertising revenue 28.76 283,109 28.48 267,625 25.14 273,295 26.26 320,919<br />
Media receipts 23.17 228,137 24.23 227,650 31.91 346,903 28.74 351,108<br />
transfers 3.24 31,886 8.45 79,374 5.43 59,077 9.07 110,841<br />
Merchandising 3.76 36,994 4.61 43,338 4.52 49,150 4.77 58,232<br />
other 23.94 235,730 12.43 116,814 12.70 138,074 10.37 126,674<br />
total revenue 984,465 939,625 1,087,071 1,221,871<br />
BundeSligA StAlWArtS reSult After tAX – AverAge in ¤ ’000<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
Bundesliga stalwarts 3,694 -1,660 6,760 1,637<br />
nuMBer of CluBS With PoSitive reSult After tAX<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
Bundesliga stalwarts 9 7 12 9<br />
BundeSligA StAlWArtS - AverAge<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
share in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000 in % in ¤ ‘000<br />
Match operations 38.4 34,346 40.9 34,904 36.8 36,319 40.1 44,563<br />
Match operations<br />
and commercial /<br />
administrative staff<br />
42.5 38,024 46.4 39,596 40.8 40,347 44.2 49,044<br />
total revenue 89,497 85,420 98,825 111,079<br />
BundeSligA StAlWArtS – liABilitieS in ¤ ’000<br />
30.06.2005 30.06.2006 30.06.2007 30.06.2008<br />
equity capital 20,914 22,808 32,356 34,142<br />
special item with accrual character 10 3 0 0<br />
provisions 6,200 6,563 5,870 6,990<br />
liabilities 33,528 35,618 32,536 35,292<br />
of which on loans 7,531 7,428 6,732 6,580<br />
of which due to banks 5,257 9,149 4,723 3,300<br />
from trade accounts payable 5,766 5,854 5,191 6,467<br />
of which other accounts payable 14,974 13,187 15,889 18,945<br />
accrued expense 7,091 7,141 9,637 20,014<br />
total 67,744 72,133 80,399 96,439<br />
158 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 159
fACtS & figureS l finAnCeS And liCenSing StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Jobs<br />
Jobs in licensed football<br />
the number of full-time<br />
employees is on the rise,<br />
the number of part-time<br />
employees even doubling<br />
year-on-year.<br />
nuMBer of StAff in liCenSed footBAll<br />
licensees<br />
Bundesliga Bundesliga 2 licensed football<br />
2006/2007 2007/2008 2006/2007 2007/2008 2006/2007 2007/2008<br />
Full-time staff 2,161 2,153 1,416 1,635 3,577 3,788<br />
trainees* 48 47 36 42 84 89<br />
part-time staff 471 719 190 302 661 1,021<br />
Casual workers 2,708 2,382 1,549 1,654 4,257 4,036<br />
Subsidiaries<br />
Full-time staff 350 389 71 153 421 542<br />
trainees* 6 7 6 6 12 13<br />
part-time staff 155 152 33 40 188 192<br />
Casual workers 1,385 1,872 641 660 2,026 2,532<br />
Contractors<br />
security companies 7,087 7,610 2,902 3,190 9,989 10,800<br />
Caterers 7,840 7,680 1,528 2,408 9,368 10,088<br />
Medical services 1,042 939 533 743 1,575 1,682<br />
other 2,108 1,665 539 1,236 2,647 2,901<br />
total 25,361 25,615 9,444 12,069 34,805 37,684<br />
* collected for the first time in the 2006/2007 season<br />
taxes and duties<br />
tAXeS And dutieS 2007/2008 SeASon<br />
Corporate taxes and duties<br />
Bundesliga Bundesliga 2 licensed football<br />
Vat 270,143,594 66,986,453 337,130,047<br />
Corporate income tax 12,563,408 3,912,180 16,475,588<br />
trade tax 13,022,411 3,416,767 16,439,178<br />
other taxes and duties 4,291,132 1,552,845 5,843,977<br />
total 300,020,545 75,868,245 375,888,790<br />
Personal taxes and duties<br />
income tax on wages and salaries 279,682,274 57,794,128 337,476,402<br />
Church tax and solidarity surcharge 16,002,126 4,101,369 20,103,495<br />
social insurance (pension insurance fund,<br />
unemployment insurance, health insurance)<br />
41,357,768 24,563,562 65,921,330<br />
social insurance against occupational accidents 12,454,914 10,006,274 22,461,188<br />
total 349,497,082 96,465,333 445,962,415<br />
total of corporate and personal taxes<br />
and duties<br />
minus refunded input tax<br />
(input tax is an indicator of the company’s<br />
willingness to invest)<br />
outflow of funds from taxes and duties<br />
(vAt adjusted for input tax)<br />
inCoMe tAX in ¤<br />
649,517,627 172,333,578 821,851,205<br />
-124,788,448 -31,528,109 -156,316,557<br />
524,729,179 140,805,469 665,534,648<br />
160 BACK Bundesliga RepoRt 2009<br />
Bundesliga RepoRt 2009 161<br />
vAt in ¤<br />
400,000,000<br />
300,000,000<br />
200,000,000<br />
100,000,000<br />
0<br />
337,130,047<br />
270,143,594<br />
66,986,453<br />
2005/2006 2006/2007 2007/2008<br />
400,000,000<br />
300,000,000<br />
200,000,000<br />
100,000,000<br />
0<br />
337,476,402<br />
279,682,274<br />
57,794,128<br />
2005/2006 2006/2007 2007/2008<br />
Making a difference<br />
the national budget<br />
gets over half a<br />
billion euros from<br />
professional football.<br />
Bundesliga<br />
Bundesliga 2<br />
licensed Football
fACtS & figureS l MArKeting And CoMMuniCAtion<br />
Market research<br />
Female fans to the fore<br />
Although more men than<br />
women are interested in<br />
football, female enthusiasm<br />
for the sport has<br />
been steadily growing:<br />
already 25 per cent of all<br />
fans are women.<br />
for the fifth time in a row the prestigious<br />
market research institute tns infratest carried<br />
out a representative survey of the interest<br />
shown in football for the dFl. From the end of<br />
october to early november 2008 2,091 people<br />
were interviewed as to their acceptance of<br />
football, their awareness of and interest in<br />
the various leagues, and the reason for their<br />
interest in the Bundesliga.<br />
SoCio-deMogrAPhiC StruCture<br />
Men<br />
Women<br />
30.3<br />
48.4<br />
51.6<br />
Football fans general public aged 14+ (around 64.82 million) details in %<br />
69.7<br />
football in germany continues to be the sport<br />
that elicits the most interest: 50 per cent of<br />
respondents (which translates into 32.3 million<br />
germans) are either interested or very interested<br />
in football. even now that the electric atmosphere<br />
of the 2006 World Cup has started to abate,<br />
the top results for the past two years (2007: 51<br />
per cent; 2008: 53 per cent) show only a slight<br />
drop in interest.<br />
Football continues to be the most popular<br />
sport in germany, followed by Formula one in<br />
second place where interest has consolidated at<br />
a lower level after Michael schumacher finished his<br />
racing career. However, the good performances<br />
of german talent elicited a positive effect on<br />
interest (38 per cent after 37 per cent last year).<br />
Winter sports suffered a decline on the other<br />
hand, with interest dropping from 42 per cent in<br />
2007 to 37 per cent in 2008. the same applies to<br />
athletics where interest deteriorated further despite<br />
the Beijing olympic games. and basketball<br />
plays a minor role amongst all sports shown on tV.<br />
predictably enough, more men (69.7 per cent)<br />
than women are interested in football. encouragingly,<br />
the demographics of those interested in<br />
football echo those of the total population. Football<br />
thus remains a mirror image of society.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
deMogrAPhiC StruCture<br />
162 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 163<br />
aged 14–29<br />
aged 30–39<br />
aged 40–49<br />
aged 50–59<br />
aged 60–69<br />
aged 70 +<br />
11.2<br />
10.6<br />
13.2<br />
13.8<br />
14.7<br />
17.0<br />
18.5<br />
17.1<br />
22.3<br />
20.9<br />
20.0<br />
20.6<br />
footBAll Still MoSt PoPulAr SPort<br />
How great is interest in the following sports?<br />
football<br />
Formula 1<br />
Winter sports<br />
athletics<br />
Basketball<br />
11<br />
15<br />
14<br />
2008 2007 2006 in percentage share of general public aged 14+<br />
30<br />
31<br />
34<br />
net houSehold inCoMe<br />
less than ¤ 1,000<br />
from ¤ 1,000 to just<br />
under ¤ 1,500<br />
from ¤ 1,500 to just<br />
under ¤ 2,000<br />
from ¤ 2,000 to just<br />
under ¤ 2,500<br />
more than ¤ 2,500<br />
6.6<br />
8.2<br />
8.9<br />
10.2<br />
14.1<br />
13.1<br />
15.2<br />
14.0<br />
Football fans general public aged 14+<br />
(around 64.82 million)<br />
38<br />
37<br />
37<br />
40<br />
42<br />
40<br />
50<br />
51<br />
53<br />
details in %<br />
37.3<br />
32.9<br />
Leader of the pack<br />
Still by far the most<br />
popular pastime in the<br />
world.
fACtS & figureS l MArKeting And CoMMuniCAtion<br />
everYBodY KnoWS the BundeSligA<br />
Bundesliga<br />
Bundesliga 2<br />
german Fa Cup<br />
Champions league<br />
premier league<br />
serie a<br />
primera división<br />
Growing interest<br />
Children in particular<br />
are enthusiastic fans<br />
of football.<br />
ligue 1<br />
13<br />
13<br />
13<br />
24<br />
22<br />
22<br />
19<br />
21<br />
21<br />
18<br />
18<br />
19<br />
84<br />
84<br />
86<br />
84<br />
77<br />
80<br />
2008 2007 2006 in percentage share of general public aged 14+<br />
89<br />
90<br />
92<br />
99<br />
99.5<br />
98<br />
As in previous years, all germans know what the<br />
Bundesliga is. the slight drop from 99.5 per cent<br />
in 2007 to a current 99 per cent is negligible.<br />
in terms of being widely known, the Bundesliga<br />
2 has stabilised at a high level, still ahead of<br />
the Champions league. it is followed at a great<br />
distance by the foreign leagues which, except for<br />
the english premier league, are known only to<br />
insiders, i. e. football fans.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
the “i am interested in ...” section of the survey is<br />
another area where the Bundesliga comes tops.<br />
in 2008, it even increased its rating to 94 per<br />
cent from the previous year’s 93 per cent. the<br />
same applies to the Bundesliga 2, which proudly<br />
registered an increase from 64 per cent in 2007<br />
to 68 per cent in 2008, enjoying the highest<br />
growth rate among those polled. interest in the<br />
ueFa Champions league was also on the up,<br />
helped no doubt by the fact that german national<br />
team captain Michael Ballack was involved in<br />
the final of the competition. in contrast, interest<br />
in the other european leagues seems to remain<br />
comparatively low.<br />
BundeSligA – the MoSt intereSting leAgue<br />
popularity of individual football leagues and competitions interest in individual football leagues and competitions<br />
164 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 165<br />
Bundesliga<br />
german Fa Cup<br />
Champions league<br />
Bundesliga 2<br />
premier league<br />
serie a<br />
primera división<br />
ligue 1<br />
8<br />
5<br />
9<br />
18<br />
14<br />
13<br />
15<br />
13<br />
13<br />
14<br />
11<br />
11<br />
68<br />
64<br />
66<br />
77<br />
78<br />
74<br />
76<br />
73<br />
76<br />
2008 2007 2006 in percentage share of football fans (around 32.28 million)<br />
94<br />
93<br />
93
fACtS & figureS l MArKeting And CoMMuniCAtion<br />
iMAge vAlueS – BundeSligA BeAtS<br />
ChAMPionS leAgue<br />
What applies to the Bundesliga, the Champions league and the Bundesliga 2?<br />
good football<br />
Well-organized<br />
exciting<br />
entertaining<br />
Competitive<br />
popular<br />
Committed to<br />
fair play<br />
passionate<br />
Commercial<br />
socially<br />
committed<br />
14<br />
12<br />
12<br />
Bundesliga Champions league<br />
20<br />
27<br />
28<br />
33<br />
33<br />
Bundesliga 2<br />
in percentage share of football fans (around 32.28 million)<br />
40<br />
42<br />
42<br />
47<br />
45<br />
41<br />
42<br />
42<br />
39<br />
36<br />
39<br />
48<br />
53<br />
53<br />
51<br />
55<br />
56<br />
62<br />
62<br />
64<br />
66<br />
74<br />
Social integration<br />
A brand as strong as the Bundesliga is called<br />
upon to defend democratic values and commit<br />
itself to the principle of solidarity in competition.<br />
then as now, the Bundesliga’s attraction is twofold,<br />
working on a sports-related (‘good football’)<br />
and an emotional (‘exciting, entertaining’) level.<br />
as a comparison with the ueFa Champions<br />
league shows, the Bundesliga comes first round<br />
the post in a number of highly relevant criteria.<br />
For example, the Bundesliga is considered more<br />
entertaining (9 per cent higher) and more exciting<br />
(6 per cent higher), and when asked which of the<br />
two offers good football, 8 per cent of respondents<br />
rate the Bundesliga higher than ueFa’s top<br />
product. in fact, the latter only comes first in the<br />
‘commercial’ image dimension, scoring 6 percentage<br />
points more than the Bundesliga, which – at<br />
least when rated for its ‘social commitment’ – has<br />
a lot of catching up to do, with only 14 per cent of<br />
respondents ticking this particular box.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
From those professing an interest in football,<br />
74 per cent say they follow the Bundesliga<br />
because it is exciting. Compared to the previous<br />
year’s showing, this value has again risen by a<br />
significant 5 per cent.<br />
it also reflects the german league’s competitive<br />
balance in comparison with other european<br />
leagues, where – as is the case with the primera<br />
división in spain – one or two clubs seem to rule<br />
at will. supporting your favourite club is becoming<br />
less important (60 per cent against 66 per<br />
cent in 2007), while the entertainment factor<br />
remains at a constantly high level.<br />
When asked what the Bundesliga stands for,<br />
two factors score the highest values with<br />
respondents: tradition (79 per cent) and entertainment<br />
(54 per cent). in germany, there is<br />
hardly any other competition that is as deeply<br />
woven into the social fabric as the Bundesliga.<br />
For 49 per cent of respondents, the league has<br />
been a constant companion since their early<br />
teens – another reason why 47 per cent of those<br />
polled feel the Bundesliga is an element of public<br />
life that is impossible to imagine without.<br />
BundeSligA ProMiSeS unreleting ACtion<br />
i am interested in the Bundesliga because …<br />
... Bundesliga matches are exciting<br />
... the competition/the event generally<br />
provides good entertainment<br />
... i am interested in how<br />
my favourite club gets on<br />
... football is part of my life *<br />
... my friends and colleagues are<br />
interested in it as well<br />
... i am interested in one<br />
particular player<br />
in percentage share of football fans (around 32.28 million); * collected for the first time<br />
BetWeen trAdition And entertAinMent<br />
What statement applies to the Bundesliga?<br />
the league …<br />
... has a long tradition<br />
in germany<br />
... is germany’s most<br />
entertaining professional<br />
sports league<br />
Football fans details in %<br />
166 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 167<br />
... is a real joy<br />
... has been part of my life<br />
from my earliest youth<br />
... is an important,<br />
indispensable part<br />
of public life<br />
... is the basis for the<br />
international success<br />
of german teams<br />
... unites people, promotes<br />
a sense of community<br />
... encourages the young<br />
... improves germany’s<br />
reputation abroad<br />
... is important for<br />
german society<br />
20<br />
38<br />
41<br />
40<br />
44<br />
44<br />
44<br />
42<br />
47<br />
49<br />
51<br />
54<br />
60<br />
65<br />
74<br />
79
fACtS & figureS l rightS And liCenSeS diStriBution<br />
Media receipts Bundesliga<br />
and Bundesliga 2<br />
develoPMent of MediA reCeiPtS in million euros<br />
500<br />
400<br />
300<br />
200<br />
100<br />
0<br />
1.53<br />
1970/1971 1980/1981 1990/1991 2000/2001 2007/2008<br />
MediA reCeiPtS<br />
+ 252.86 %<br />
in 10 years<br />
3.22<br />
season in ¤ mn<br />
1967/1968 0.41<br />
1968/1969 0.86<br />
1969/1970 1.33<br />
1970/1971 1.53<br />
1971/1972 1.60<br />
1972/1973 1.60<br />
1973/1974 1.74<br />
1974/1975 2.25<br />
1975/1976 2.45<br />
1976/1977 2.45<br />
1977/1978 2.75<br />
1978/1979 3.44<br />
1979/1980 3.00<br />
1980/1981 3.22<br />
1981/1982 3.45<br />
1982/1983 3.70<br />
1983/1984 4.09<br />
1984/1985 5.11<br />
1985/1986 6.14<br />
1986/1987 8.18<br />
1987/1988 9.20<br />
26.89<br />
335.35<br />
approx. 433.00<br />
439.47<br />
2008/2009<br />
season in ¤ mn<br />
1988/1989 20.45<br />
1989/1990 23.01<br />
1990/1991 26.89<br />
1991/1992 32.26<br />
1992/1993 62.53<br />
1993/1994 66.62<br />
1994/1995 71.79<br />
1995/1996 89.63<br />
1996/1997 104.81<br />
1997/1998 122.71<br />
1998/1999 163.61<br />
1999/2000 166.17<br />
2000/2001 355.35<br />
2001/2002 339.50<br />
2002/2003 290.00<br />
2003/2004 298.54<br />
2004/2005 301.53<br />
2005/2006 300.00<br />
2006/2007 424.71<br />
2007/2008 approx. 433.00<br />
2008/2009 439.47<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Ratings booster<br />
At home or in the<br />
stadium: football<br />
continues to be a safe<br />
bet in terms of ratings.<br />
Millions watch the<br />
Bundesliga matches<br />
at home in front of<br />
their tvs.<br />
average season tV reach<br />
average number of tV viewers per season<br />
aRd-sportschau continues to guarantee high<br />
ratings for the public service broadcasting institutions.<br />
an average 5.26 million viewers (from<br />
age three) saw the Bundesliga highlights show in<br />
the 2007/2008 season. With a market share of<br />
25.5 per cent the sportschau is one of the most<br />
AverAge SeASon tv reACh<br />
Ard-Sportschau – Bundesliga<br />
successful tV formats of the aRd. With a market<br />
share of 4.3 per cent and a reach of 1.08 million<br />
viewers, the dsF highlights show of the sunday<br />
matches manages to maintain last year’s level.<br />
2004/2005 season 2005/2006 season 2006/2007 season 2007/2008 season<br />
in mn Market share (%) in mn Market share (%) in mn Market share (%) in mn Market share (%)<br />
adults 14–49 years 1.80 22.60 1.76 22.20 1.79 23.70 1.64 21.90<br />
Men 14–49 years 1.22 30.20 1.22 30.20 1.25 32.80 1.17 30.45<br />
Viewers from age 3 5.74 26.90 5.45 25.50 5.66 26.80 5.26 25.54<br />
dSf – Bundesliga: on Sunday<br />
adults 14–49 years 0.92 7.90 0.81 7.20 0.41 3.80 0.45 3.99<br />
Men 14–49 years 0.62 10.80 0.55 10.10 0.29 5.30 0.31 5.57<br />
Viewers from age 3 2.58 8.80 2.12 7.60 1.03 4.10 1.08 4.28<br />
168 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 169
fACtS & figureS l rightS And liCenSeS diStriBution<br />
global live Bundesliga broadcasts<br />
CountrieS And BroAdCASterS<br />
Country Broadcaster<br />
Albania supersport<br />
Algeria dubai sports Channel<br />
Andorra sogecable, tV3<br />
Angola Canal plus<br />
Antigua & Barbuda goltV<br />
Argentina goltV<br />
Armenia ntV plus, Kentron tV<br />
Australia setanta<br />
Austria atV<br />
Azerbaijan ntV plus<br />
Bahrain dubai sports Channel<br />
Bangladesh neo sports+<br />
Barbados goltV<br />
Belarus ntV plus<br />
Belgium BetV (French), telenet<br />
(Flemish)<br />
Belize goltV<br />
Benin Canal plus<br />
Bhutan neo sports+<br />
Bolivia goltV<br />
Bosnia &<br />
herzegovina<br />
sportklub, RtV<br />
Botswana Canal plus<br />
Brazil espn Brasil, Band<br />
sports, topsports<br />
British virgin islands prosiebensat1<br />
Brunei astro<br />
Bulgaria evrocom<br />
Burkina faso Canal plus<br />
Burundi Canal plus<br />
Cameroon Canal plus<br />
Canada prosiebensat1, goltV<br />
Central African<br />
republic<br />
Canal plus<br />
Chad Canal plus<br />
Chile goltV<br />
Country Broadcaster<br />
China CCtV, eurosoccer tV<br />
Colombia goltV<br />
Comoros Canal plus<br />
Congo Canal plus<br />
Costa rica Rep Retel<br />
Croatia sportklub<br />
Cuba goltV<br />
Cyprus supersport, lumiere<br />
Czech republic Czech tV, sport1<br />
democratic<br />
republic Congo<br />
Canal plus<br />
denmark Viasat, tV2, tV3<br />
djibouti dubai sports Channel,<br />
Canal plus<br />
dominica goltV<br />
dominican republic goltV<br />
ecuador goltV<br />
egypt dubai sports Channel<br />
el Salvador goltV<br />
equatorial guinea Canal plus<br />
eritrea dubai sports Channel,<br />
Canal plus<br />
estonia Viasat, tV2, tV3<br />
ethiopia Canal plus<br />
finland the Finish sport Channel,<br />
Viasat, tV2, tV3<br />
france Canal plus<br />
french overseas<br />
departments and<br />
territories<br />
Canal plus<br />
gabon Canal plus<br />
gambia Canal plus<br />
georgia ntV plus<br />
ghana Canal plus<br />
great Britain and<br />
northern ireland<br />
setanta<br />
greece supersport, lumiere<br />
Country Broadcaster<br />
grenada goltV<br />
guatemala goltV, Canal 7<br />
guinea Canal plus<br />
guinea-Bissau Canal plus<br />
guyana goltV<br />
haiti goltV<br />
honduras goltV, sotel<br />
hong Kong i-Cable<br />
hungary sportklub<br />
india neo sports+<br />
indonesia Vision 1, RCti<br />
iran dubai sports Channel<br />
iraq dubai sports Channel<br />
israel the sports Channel ltd.<br />
italy sKY italia<br />
ivory Coast Canal plus, gtV<br />
Jamaica goltV<br />
Japan Fuji television networks<br />
Jordan dubai sports Channel<br />
Kazakhstan ntV plus<br />
Kenya Canal plus<br />
Kuwait dubai sports Channel<br />
Kyrgyzstan ntV plus<br />
latvia Viasat, tV2, tV3<br />
lebanon dubai sports Channel<br />
lesotho Canal plus<br />
liberia Canal plus<br />
libya dubai sports Channel<br />
liechtenstein teleclub<br />
lithuania Viasat, tV2, tV3<br />
luxembourg BetV sa, imagine<br />
Macao Macao Cable tV<br />
Macedonia alsat-M<br />
Madagascar Canal plus<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Country Broadcaster<br />
Malawi Canal plus<br />
Malaysia astro<br />
Maldives neo sports+<br />
Mali Canal plus<br />
Malta Melita Cable<br />
Mauritania Canal plus, dubai sports<br />
Channel<br />
Mauritius Canal plus, MBC<br />
Mexico goltV<br />
Moldavia ntV plus<br />
Monaco Canal plus<br />
Montenegro sportklub, atlas tV<br />
Morocco dubai sports Channel<br />
Mozambique Canal plus<br />
namibia Canal plus, gtV<br />
nepal neo sports+<br />
nicaragua goltV<br />
niger Canal plus<br />
nigeria Canal plus, trend tV<br />
norway Viasat, tV2, tV3<br />
oman dubai sports Channel<br />
Pakistan neo sports+<br />
Palestine dubai sports Channel<br />
Panama goltV<br />
Paraguay goltV<br />
Peru Cable Magico, telefonica<br />
Multimedia, goltV<br />
Philippines solar entertainment<br />
Poland sportklub<br />
Puerto rico prosiebensat1, goltV<br />
Qatar dubai sports Channel<br />
republic of ireland setanta<br />
romania sportklub<br />
russia ntV plus<br />
rwanda Canal plus<br />
Country Broadcaster<br />
San Marino sKY italia<br />
São tomé Canal plus<br />
Saudi Arabia dubai sports Channel<br />
170 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 171<br />
Senegal & Cape<br />
verde<br />
Canal plus<br />
Serbia sportklub<br />
Seychelles gtV<br />
Sierra leone Canal plus<br />
Slovakia Czech tV, sport1<br />
Slovenia sportklub<br />
Somalia dubai sports Channel<br />
Spain sogecable, tV3<br />
Sri lanka neo sports+<br />
St Kitts & nevis goltV<br />
St lucia goltV<br />
St vincent & the<br />
grenadines<br />
goltV<br />
Sudan Canal plus, dubai sports<br />
Channel<br />
Surinam goltV<br />
Swaziland gtV<br />
Sweden Viasat, tV2, tV3<br />
Switzerland teleclub<br />
Syria dubai sports Channel<br />
Country Broadcaster<br />
taiwan Cs tV<br />
tajikistan ntV plus<br />
tanzania Canal plus<br />
thailand true Visions, Channel 9,<br />
Channel 11<br />
the netherlands Rtl<br />
togo Canal plus<br />
trinidad & tobago goltV<br />
tunisia dubai sports Channel<br />
turkey ntV<br />
turkmenistan ntV plus<br />
uganda Canal plus<br />
ukraine poverkhnost<br />
united Arab<br />
emirates<br />
uruguay goltV<br />
dubai sports Channel<br />
uSA prosiebensat1, goltV<br />
uzbekistan ntV plus<br />
vatican City sKY italia<br />
venezuela goltV, Meridiano<br />
vietnam VCtV<br />
Yemen dubai sports Channel<br />
Zambia Canal plus<br />
Zimbabwe Canal plus<br />
Live in 172 countries<br />
THE BUnDESLigA EnjOyS<br />
wOrLDwiDE inTErEST.<br />
172 out of 193 countries in this world provide football fans with live tv coverage<br />
of all Bundesliga matches.
fACtS & figureS l rightS And liCenSeS diStriBution<br />
The league’s calling card<br />
Since the 2006/2007 season the Bundesliga brand has its own tv format<br />
which is broadcast to more than 144 countries around the globe.<br />
goal! – the Bundesliga Magazine<br />
broadcast worldwide<br />
CountrieS And BroAdCASterS<br />
Country Broadcaster<br />
Albania supersport<br />
Algeria dubai sports Channel<br />
Angola Canal plus<br />
Antigua & Barbuda goltV<br />
Argentina goltV<br />
Austria atV<br />
Bahrain dubai sports Channel<br />
Bangladesh neo sports+<br />
Barbados goltV<br />
Belgium (flemish) telenet (Flemish)<br />
Belize goltV<br />
Benin Canal plus<br />
Bhutan neo sports+<br />
Bolivia goltV<br />
Bosnia & herzegovina<br />
sportklub, RtV<br />
Country Broadcaster<br />
Botswana Canal plus<br />
Brunei astro<br />
Burkina faso Canal plus<br />
Burundi Canal plus<br />
el Salvador goltV<br />
equatorial guinea Canal plus<br />
eritrea<br />
estonia Viasat<br />
ethiopia Canal plus<br />
france Canal plus<br />
french overseas<br />
departments and<br />
territories<br />
dubai sports Channel,<br />
Canal plus<br />
Canal plus<br />
gabon Canal plus<br />
gambia Canal plus<br />
ghana Canal plus<br />
Country Broadcaster<br />
greece supersport, lumiere<br />
grenada goltV<br />
guatemala goltV, Canal 7<br />
guinea Canal plus<br />
guinea-Bissau Canal plus<br />
guyana goltV<br />
haiti goltV<br />
honduras goltV<br />
hong Kong i-Cable<br />
hungary sportklub<br />
india neo sports+<br />
indonesia Vision 1, RCti<br />
iran dubai sports Channel<br />
iraq dubai sports Channel<br />
israel the sports Channel ltd.<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Country Broadcaster<br />
italy sKY italia<br />
ivory Coast Canal plus, gtV<br />
Jordan dubai sports Channel<br />
Kenya Canal plus<br />
Kuwait dubai sports Channel<br />
latvia Viasat<br />
lebanon dubai sports Channel<br />
lesotho Canal plus<br />
liberia Canal plus<br />
libya dubai sports Channel<br />
lithuania Viasat<br />
Macao Macao Cable tV<br />
Macedonia alsat-M<br />
Madagascar Canal plus<br />
Malawi Canal plus<br />
Malaysia astro<br />
Maldives neo sports+<br />
Mali Canal plus<br />
172 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 173<br />
Mauritania<br />
Canal plus, dubai sports<br />
Channel<br />
Mauritius Canal plus, MBC<br />
Mexico goltV<br />
Monaco Canal plus<br />
Montenegro sportklub<br />
Morocco dubai sports Channel<br />
Mozambique Canal plus<br />
namibia Canal plus, gtV<br />
nepal neo sports+<br />
Country Broadcaster<br />
nicaragua goltV<br />
niger Canal plus<br />
nigeria Canal plus, trend tV<br />
norway Viasat<br />
oman dubai sports Channel<br />
Pakistan neo sports+<br />
Palau goltV<br />
Palestine dubai sports Channel<br />
Panama goltV<br />
Paraguay goltV<br />
Peru goltV<br />
Poland sportklub<br />
Puerto rico goltV<br />
Qatar dubai sports Channel<br />
romania sportklub<br />
rwanda Canal plus<br />
San Marino sKY italia<br />
São tomé Canal plus<br />
Saudi Arabia dubai sports Channel<br />
Senegal & Cape<br />
verde<br />
Canal plus<br />
Serbia sportklub<br />
Seychelles gtV<br />
Sierra leone Canal plus<br />
Singapore starHub<br />
Slovenia sportklub<br />
Somalia dubai sports Channel<br />
Sri lanka neo sports+<br />
Country Broadcaster<br />
St Kitts & nevis goltV<br />
St lucia goltV<br />
St vincent & the<br />
grenadines<br />
Sudan<br />
goltV<br />
Surinam goltV<br />
Swaziland gtV<br />
Sweden Viasat<br />
Canal plus, dubai sports<br />
Channel<br />
Syria dubai sports Channel<br />
tanzania Canal plus<br />
thailand true Visions<br />
the netherlands Rtl<br />
togo Canal plus<br />
trinidad & tobago goltV<br />
tunisia dubai sports Channel<br />
turkey ntV<br />
uganda Canal plus<br />
ukraine poverkhnost<br />
united Arab<br />
emirates<br />
uruguay goltV<br />
uSA goltV<br />
vatican City sKY italia<br />
dubai sports Channel<br />
venezuela goltV, Meridiano<br />
vietnam VCtV<br />
Yemen dubai sports Channel<br />
Zambia Canal plus<br />
Zimbabwe Canal plus
fACtS & figureS l the All-tiMe BundeSligA tABle<br />
the all-time Bundesliga table (as at 31 december 2008)<br />
All-tiMe BundeSligA tABle<br />
Pos. Club Matches W d l goals difference Points<br />
1 fC Bayern Munich 1483 835 350 298 3150 : 1732 1418 2855<br />
2 Werder Bremen 1509 666 369 474 2592 : 2113 479 2367<br />
3 hamburger Sv 1543 645 417 481 2557 : 2151 406 2352<br />
4 vfB Stuttgart 1475 626 364 485 2512 : 2104 408 2242<br />
5 Borussia dortmund 1407 578 373 456 2391 : 2092 299 2107<br />
6 Borussia Mönchengladbach 1381 554 373 454 2414 : 2034 380 2035<br />
7 1. fC Kaiserslautern 1424 558 354 512 2276 : 2239 37 2025<br />
8 1. fC Köln 1339 559 334 446 2324 : 1966 358 2011<br />
9 fC Schalke 04 1373 524 355 494 2007 : 2011 -4 1927<br />
10 eintracht frankfurt 1373 514 346 513 2233 : 2133 100 1886<br />
11 Bayer 04 leverkusen 1007 412 287 308 1664 : 1369 295 1523<br />
12 vfl Bochum 1109 344 293 472 1549 : 1798 -249 1325<br />
13 hertha BSC 927 351 234 342 1373 : 1418 -45 1287<br />
14 MSv duisburg 948 296 259 393 1291 : 1520 -229 1147<br />
15 1. fC nürnberg 914 292 233 389 1209 : 1457 -248 1109<br />
16 Karlsruher SC 795 237 226 332 1078 : 1386 -308 937<br />
17 fortuna düsseldorf 752 238 206 308 1121 : 1329 -208 920<br />
18 tSv 1860 München 672 238 170 264 1022 : 1059 -37 884<br />
19 eintracht Braunschweig 672 236 170 266 908 : 1026 -118 878<br />
20 hannover 96 693 206 183 304 971 : 1176 -205 801<br />
21 dSC Arminia Bielefeld 527 151 131 245 631 : 854 -223 584<br />
22 Bayer/KfC uerdingen 05 476 138 129 209 644 : 844 -200 543<br />
23 vfl Wolfsburg 391 141 100 150 567 : 580 -13 523<br />
24 f. C. hansa rostock 412 124 107 181 492 : 621 -129 479<br />
25 SC freiburg 340 104 83 153 437 : 546 -109 395<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
Record champion. fC Bayern Munich is the undisputed Champion amongst champions with 835 victories, 3,150 goals and a goal difference of 1,418.<br />
Pos. Club Matches W d l goals difference Points<br />
26 SvW Mannheim 238 71 72 95 299 : 378 -79 285<br />
27 ofC Kickers 1901 238 77 51 110 368 : 486 -118 282<br />
28 rot-Weiss essen 238 61 79 98 346 : 483 -137 262<br />
29 fC St. Pauli 238 50 75 113 261 : 417 -156 225<br />
30 fC energie Cottbus 187 51 41 95 193 : 310 -117 194<br />
31 Alemannia Aachen 136 43 28 65 186 : 270 -84 157<br />
32 Sg Wattenscheid 09 140 34 48 58 186 : 248 -62 150<br />
33 1. fC Saarbrücken 166 32 48 86 202 : 336 -134 144<br />
34 dynamo dresden 140 33 45 62 132 : 211 -79 140<br />
35 rot-Weiß oberhausen 136 36 31 69 182 : 281 -99 139<br />
36 1. fSv Mainz 05 102 29 28 45 130 : 159 -29 115<br />
37 Wuppertaler Sv 102 25 27 50 136 : 200 -64 102<br />
38 Borussia neunkirchen 98 25 18 55 109 : 223 -114 93<br />
39 fC 08 homburg 102 21 27 54 103 : 200 -97 90<br />
40 Spvgg unterhaching 68 20 19 29 75 : 101 -26 79<br />
41 Stuttgart Kickers 72 20 17 35 94 : 132 -38 77<br />
42 Sv darmstadt 98 68 12 18 38 86 : 157 -71 54<br />
43 tennis Borussia Berlin 68 11 16 41 85 : 174 -89 49<br />
44 1899 hoffenheim 17 11 2 4 42 : 23 19 35<br />
45 SSv ulm 1846 34 9 8 17 36 : 62 -26 35<br />
46 fortuna Köln 34 8 9 17 46 : 79 -33 33<br />
47 Preußen Münster 30 7 9 14 34 : 52 -18 30<br />
48 Blau-Weiß 90 Berlin 34 3 12 19 36 : 76 -40 21<br />
49 vfB leipzig 34 3 11 20 32 : 69 -37 20<br />
50 tasmania 1900 Berlin 34 2 4 28 15 : 108 -93 10<br />
174 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 175
fACtS & figureS l the All-tiMe BundeSligA tABle<br />
the all-time Bundesliga table (as at 31 december 2008)<br />
BundeSligA MeMBerShiP<br />
Pos. Club Bl years<br />
1 Hamburger sV 46<br />
2 Werder Bremen 45<br />
3 FC Bayern Munich 44<br />
4 VfB stuttgart 44<br />
5 Borussia dortmund 42<br />
6 1. FC Kaiserslautern 42<br />
7 Borussia Mönchengladbach 41<br />
8 FC schalke 04 41<br />
9 eintracht Frankfurt 41<br />
10 1. FC Köln 40<br />
11 Vfl Bochum 33<br />
12 Bayer 04 leverkusen 30<br />
13 Hertha BsC 28<br />
14 MsV duisburg 28<br />
15 1. FC nürnberg 27<br />
16 Karlsruher sC 24<br />
17 Fortuna düsseldorf 22<br />
18 Hannover 96 21<br />
19 tsV 1860 München 20<br />
20 eintracht Braunschweig 20<br />
21 dsC arminia Bielefeld 16<br />
22 Bayer/KFC uerdingen 05 14<br />
23 Vfl Wolfsburg 12<br />
24 F. C. Hansa Rostock 12<br />
25 sC Freiburg 10<br />
26 sVW Mannheim 7<br />
27 oFC Kickers 1901 7<br />
28 Rot-Weiss essen 7<br />
29 FC st. pauli 7<br />
30 FC energie Cottbus 6<br />
31 1. FC saarbrücken 5<br />
32 sg Wattenscheid 09 4<br />
33 dynamo dresden 4<br />
34 alemannia aachen 4<br />
35 Rot-Weiß oberhausen 4<br />
Pos. Club Bl years<br />
36 1. FsV Mainz 05 3<br />
37 Wuppertaler sV 3<br />
38 Borussia neunkirchen 3<br />
39 FC 08 Homburg 3<br />
40 spVgg unterhaching 2<br />
41 stuttgart Kickers 2<br />
42 sV darmstadt 98 2<br />
43 tennis Borussia Berlin 2<br />
44 1899 Hoffenheim 1<br />
45 ssV ulm 1846 1<br />
46 Fortuna Köln 1<br />
47 preußen Münster 1<br />
48 Blau-Weiß 90 Berlin 1<br />
49 VfB leipzig 1<br />
50 tasmania 1900 Berlin 1<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
the ChAMPionS<br />
176 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 177<br />
Year Club<br />
1964 1. FC Köln<br />
1965 Werder Bremen<br />
1966 tsV 1860 München<br />
1967 eintracht Braunschweig<br />
1968 1. FC nürnberg<br />
1969 FC Bayern Munich<br />
1970 Borussia Mönchengladbach<br />
1971 Borussia Mönchengladbach<br />
1972 FC Bayern Munich<br />
1973 FC Bayern Munich<br />
1974 FC Bayern Munich<br />
1975 Borussia Mönchengladbach<br />
1976 Borussia Mönchengladbach<br />
1977 Borussia Mönchengladbach<br />
1978 1. FC Köln<br />
1979 Hamburger sV<br />
1980 FC Bayern Munich<br />
1981 FC Bayern Munich<br />
1982 Hamburger sV<br />
1983 Hamburger sV<br />
1984 VfB stuttgart<br />
1985 FC Bayern Munich<br />
1986 FC Bayern Munich<br />
Year Club<br />
1987 FC Bayern Munich<br />
1988 Werder Bremen<br />
1989 FC Bayern Munich<br />
1990 FC Bayern Munich<br />
1991 1. FC Kaiserslautern<br />
1992 VfB stuttgart<br />
1993 Werder Bremen<br />
1994 FC Bayern Munich<br />
1995 Borussia dortmund<br />
1996 Borussia dortmund<br />
1997 FC Bayern Munich<br />
1998 1. FC Kaiserslautern<br />
1999 FC Bayern Munich<br />
2000 FC Bayern Munich<br />
2001 FC Bayern Munich<br />
2002 Borussia dortmund<br />
2003 FC Bayern Munich<br />
2004 Werder Bremen<br />
2005 FC Bayern Munich<br />
2006 FC Bayern Munich<br />
2007 VfB stuttgart<br />
2008 FC Bayern Munich<br />
Double bill<br />
1. fC Kaiserslautern<br />
was the first and only<br />
team to win the german<br />
championship in the<br />
1997/1998 season<br />
immediately after being<br />
promoted.
fACtS & figureS l the All-tiMe BundeSligA tABle<br />
the all-time Bundesliga table (as at 31 december 2008)<br />
The Kaiser<br />
franz Beckenbauer, seen<br />
here with Arkoc Özcan<br />
(left) and uwe Seeler,<br />
continues to be deemed<br />
one of the best football<br />
players of all times and<br />
shining light of german<br />
football.<br />
the leAgue CuP WinnerS<br />
Year Club<br />
1973 Hamburger sV<br />
1977 Borussia Mönchengladbach<br />
1983 FC Bayern Munich<br />
1987 FC Bayern Munich<br />
1988 Werder Bremen<br />
1989 Borussia dortmund<br />
1990 FC Bayern Munich<br />
1991 1. FC Kaiserslautern<br />
1992 VfB stuttgart<br />
1993 Werder Bremen<br />
1994 Werder Bremen<br />
1995 Borussia dortmund<br />
1996 Borussia dortmund<br />
1997 FC Bayern Munich<br />
1998 FC Bayern Munich<br />
1999 FC Bayern Munich<br />
2000 FC Bayern Munich<br />
2001 Hertha BsC<br />
2002 Hertha BsC<br />
2003 Hamburger sV<br />
2004 FC Bayern Munich<br />
2005 FC schalke 04<br />
2006 Werder Bremen<br />
2007 FC Bayern Munich<br />
All leAgue leAderS<br />
Match days Club<br />
568 x FC Bayern Munich<br />
129 x Werder Bremen<br />
127 x Borussia Mönchengladbach<br />
93 x Hamburger sV<br />
91 x 1. FC Kaiserslautern<br />
89 x Borussia dortmund<br />
81 x 1. FC Köln<br />
56 x eintracht Frankfurt<br />
56 x FC schalke 04<br />
53 x VfB stuttgart<br />
51 x Bayer 04 leverkusen<br />
35 x eintracht Braunschweig<br />
35 x 1. FC nürnberg<br />
18 x tsV 1860 München<br />
10 x Hertha BsC<br />
9 x 1899 Hoffenheim<br />
8 x Vfl Wolfsburg<br />
7 x Bayer uerdingen<br />
5 x Fortuna düsseldorf<br />
5 x Karlsruher sC<br />
5 x Kickers offenbach<br />
5 x F. C. Hansa Rostock<br />
4 x Hannover 96<br />
3 x dsC arminia Bielefeld<br />
3 x Vfl Bochum<br />
3 x MsV duisburg<br />
2 x Rot-Weiss essen<br />
2 x Rot-Weiß oberhausen<br />
1 x sC Freiburg<br />
1 x FC st. pauli<br />
StAte of the BundeSligA diviSionS SuBSidiArieS BundeSligA-Stiftung liCenSed CluBS fACtS & figureS<br />
toP BundeSligA goAlSCorerS<br />
Pos. Player Club (most matches) goals<br />
1 gerd Müller FC Bayern Munich 365<br />
2 Klaus Fischer FC schalke 04 268<br />
3 Jupp Heynckes Borussia Mönchengladbach 220<br />
4 Manfred Burgsmüller Borussia dortmund 213<br />
5 ulf Kirsten Bayer 04 leverkusen 182<br />
6 stefan Kuntz 1. FC Kaiserslautern 179<br />
7 Klaus allofs 1. FC Köln 177<br />
8 dieter Müller 1. FC Köln 177<br />
9 Hannes löhr 1. FC Köln 166<br />
10 Karl-Heinz Rummenigge FC Bayern Munich 162<br />
MoSt BundeSligA APPeArAnCeS<br />
Pos. Player Club (most matches) Matches<br />
1 Karl-Heinz Körbel eintracht Frankfurt 602<br />
2 Manfred Kaltz Hamburger sV 581<br />
3 oliver Kahn FC Bayern Munich 557<br />
4 Klaus Fichtel FC schalke 04 552<br />
5 Mirko Votava Werder Bremen 546<br />
6 Klaus Fischer FC schalke 04 535<br />
7 eike immel VfB stuttgart 534<br />
8 Willi neuberger eintracht Frankfurt 520<br />
9 Michael lameck Vfl Bochum 518<br />
10 uli stein Hamburger sV 512<br />
Record holders<br />
gerd ‘the Bomber’ Müller’s<br />
tally of 365 goals scored in<br />
427 Bundesliga matches<br />
has made him a legend<br />
in his lifetime, a record<br />
unrivalled since 1979.<br />
With 602 Bundesliga<br />
matches under his belt,<br />
Karl-heinz ‘Charly’ Körbel<br />
has held the most-appearances<br />
record for the<br />
last 17 years.<br />
178 BACK<br />
Bundesliga RepoRt 2009 Bundesliga RepoRt 2009 179
The BundesLiga l champions pasT and presenT<br />
From FC to FCB<br />
T<br />
he following pictures show 45 German<br />
Champions. We start with 1. FC Köln’s<br />
triumph in the first Bundesliga season<br />
1963/64 and end with record champion<br />
FC Bayern Munich celebrating its championship<br />
victory last season.<br />
The champions from 1964 …<br />
1964 German Champion, 1. FC Köln<br />
1966 German Champion, 1860 München<br />
On our trip down the Bundesliga memory lane<br />
we happen upon five-time champion Borussia<br />
Mönchengladbach in the 1970s as well as surprise<br />
victors 1. FC Kaiserslautern in 1997/98.<br />
All testify to the continued appeal of the league’s<br />
brand symbol: the championship trophy.<br />
1965 1965 1965 German Champion, Werder Bremen<br />
1967 German Champion, Eintracht Braunschweig<br />
1968 German German German Champion, Champion, Champion, 1. 1. FC FC FC Nürnberg Nürnberg Nürnberg<br />
The champions of the 1970s …<br />
1970 German German Champion, Champion, Mönchengladbach<br />
Mönchengladbach<br />
1972 German Champion, Bayern Munich<br />
1969 German Champion, Bayern Munich<br />
1971 German Champion, Mönchengladbach<br />
1973 German Champion, Bayern Munich<br />
180 BacK BundesliGA RepORt 2009<br />
BundesliGA RepORt 2009 181
The BundesLiga l champions pasT and presenT<br />
1974 German Champion, Bayern Munich<br />
1976 German Champion, Mönchengladbach<br />
1978 German Champion, 1. FC Köln<br />
1975 German Champion, Mönchengladbach<br />
1977 1977 1977 German Champion, Mönchengladbach<br />
1979 German Champion, Hamburger SV<br />
The champions of the 1980s …<br />
1980 German Champion, Bayern Munich<br />
1982 German Champion, Hamburger SV<br />
1984 German Champion, VfB Stuttgart<br />
1981 German Champion, Bayern Munich<br />
1983 German Champion, Hamburger SV<br />
1985 German Champion, Bayern Munich<br />
182 BacK BundesliGA RepORt 2009<br />
BundesliGA RepORt 2009 183
The BundesLiga l champions pasT and presenT<br />
1986 German Champion, Bayern Munich<br />
1988 German Champion, Werder Bremen<br />
The champions of the 1990s …<br />
1990 German Champion, Bayern Munich<br />
1987 German Champion, Bayern Munich<br />
1989 German Champion, Bayern Munich<br />
1992 German Champion, VfB Stuttgart<br />
1994 German Champion, Bayern Munich<br />
1991 German Champion, 1. FC Kaiserslautern 1996 German Champion, Borussia Dortmund<br />
1993 German Champion, Werder Bremen<br />
1995 German Champion, Borussia Dortmund<br />
1997 German Champion, Bayern Munich<br />
184 BacK BundesliGA RepORt 2009<br />
BundesliGA RepORt 2009 185
The BundesLiga l champions pasT and presenT<br />
1998 German German Champion, Champion, 1. 1. FC FC Kaiserslautern<br />
Kaiserslautern<br />
The champions from 2000 …<br />
2000 German Champion, Bayern Munich<br />
2002 German Champion, Borussia Dortmund 1999 German Champion, Bayern Munich<br />
2001 German Champion, Bayern Munich<br />
2003 German Champion, Bayern Munich<br />
2004 German Champion, Werder Bremen<br />
2006 German Champion, Bayern Munich<br />
2008 German Champion, Bayern Munich<br />
2005 German Champion, Bayern Munich<br />
2007 German Champion, VfB Stuttgart<br />
186 BacK BundesliGA RepORt 2009<br />
BundesliGA RepORt 2009 187
Publishing credits<br />
Our Partners:<br />
Publisher<br />
DFL Deutsche Fußball Liga GmbH<br />
Guiollettstraße 44-46<br />
60325 Frankfurt/Main<br />
Germany<br />
T: +49 (0)69 - 65005 - 333<br />
F: +49 (0)69 - 65005 - 557<br />
E: presse@bundesliga.de<br />
www.bundesliga.de<br />
editor-in-Chief<br />
Tom Bender<br />
ProjeCt Manager<br />
Christian Pfennig<br />
authors<br />
Joachim Bacher, Tom Bender, Prof. Herbert<br />
Henzler, Holger Hieronymus, Christian Müller,<br />
Andreas Rapp, Dr Reinhard Rauball, Christian<br />
Seifert, Andrea Traverso, Jeremy Wilson<br />
editors<br />
Alex Jacob, Kay-Oliver Langendorff, Dr Harro<br />
Schweizer, Ulrike Siebert, Oliver Zils<br />
suPPort teaM<br />
Tom Ballenweg, Dieter Brockmeyer, Gregor<br />
Derichs, Christina Dimitriou, Charly Grüneberg,<br />
Kim Hieronymus, Susanne Jahrreiss, Werner<br />
Möglich, Andreas Nagel, Leif Pellikan, Malte<br />
Schulz, Dr Anna-Lisa Schwarz, Patrick Stüber,<br />
Niklas Ziegler<br />
BaCK<br />
Photo editors<br />
DFL Deutsche Fußball Liga GmbH<br />
CLAUSEN+ REITSMA GmbH, Euskirchen<br />
Sportverlag Europa Medien AG, Zurich<br />
iMages<br />
Witters Sport-Presse-Fotos GmbH, Hamburg<br />
DFL Deutsche Fußball Liga GmbH<br />
Getty Images Deutschland GmbH<br />
HOCH ZWEI Photoagency GBR<br />
Albert Josef Schmidt, Günter Rudolf<br />
design and layout<br />
CLAUSEN+ REITSMA GmbH, Euskirchen<br />
Printers<br />
Trimhold Druck Braun & Sohn, Maintal<br />
translator and final editor<br />
Natalie S. Wilcock, Mainz<br />
Date: 25 February 2009<br />
Logo Papier<br />
Structures of Licensed Football<br />
after 39 years, during which the German<br />
Football Association (DFB) had governed<br />
all aspects of the game including<br />
professional football, the clubs and joint stock<br />
companies of the Bundesliga and Bundesliga 2<br />
finally took the plunge and established their<br />
own League Association on 18 December<br />
2000. Equal in status with the regional and<br />
sub-regional FAs, the League Association also<br />
is an ordinary DFB member association with<br />
voting rights. The League Association itself has<br />
an eleven-strong Executive Board consisting<br />
of the League President, two Vice-Presidents,<br />
sends executives<br />
League association Board<br />
11 members:<br />
President<br />
(Dr Reinhard Rauball)<br />
2 Vice-Presidents<br />
(Peter Peters, Harald Strutz)<br />
4 Board Members<br />
(Heribert Bruchhagen, Michael<br />
Meier, Andreas Rettig, Karl-Heinz<br />
Rummenigge)<br />
4 DFL Executives<br />
(two vested with voting rights,<br />
Christian Seifert, Holger Hieronymus,<br />
Tom Bender, Christian Müller)<br />
DFL supervisory Board<br />
6 members:<br />
Chairman<br />
(Dr Reinhard Rauball)<br />
Vice-Chairman<br />
(Peter Peters)<br />
4 Board Members<br />
(Dr Heinrich Breit, Kurt Gaugler,<br />
Roland Kentsch, Manfred Müller)<br />
four elected board members and the four DFL<br />
Executives. Acting on behalf of the League<br />
Association, the DFL organizes and deals<br />
with all of the professional game’s operative<br />
aspects.<br />
The six-strong supervisory board, whose<br />
remit is to monitor the DFL‘s activities, consists<br />
of the League President and his deputy, plus<br />
four members elected by the League Association<br />
general assembly. The supervisory board<br />
also appoints the four DFL Executives.<br />
DFL DeutsChe FussBaLL Liga gmBh<br />
nominates and<br />
supervises executives<br />
Licensing Committee<br />
5 members:<br />
Chairman<br />
(Harald Strutz)<br />
4 Members<br />
(Heribert Bruchhagen, Michael<br />
Meier, Andreas Rettig, Karl-Heinz<br />
Rummenigge)<br />
1 Substitute Member<br />
(Auditor of the League Association)<br />
selects elects by vote elects<br />
the League assOCiatiOn<br />
memBers The 36 clubs and joint stock companies of the Bundesliga and Bundesliga 2
Creating Jobs<br />
37,684 people work for Enterprise Bundesliga,<br />
3,788 of which are directly employed full-time<br />
by the League. A further 3,279 employees work<br />
at the subsidiaries and over 25,000 part-time<br />
employees are taken on by associated service<br />
providers from catering to security companies.<br />
numBer of staff in liCensed footBall<br />
40,000<br />
35,000<br />
30,000<br />
31,059<br />
04/05<br />
+8.3 %<br />
year-on-year<br />
34,103<br />
And there is a large number of jobs indirectly<br />
generated by professional football such as<br />
through construction and refurbishment<br />
activities by the clubs, or in the local catering<br />
and hotel industry.<br />
34,805<br />
37,684<br />
05/06 06/07 07/08<br />
Major Tax Contributor<br />
Up 21 percent from last year, the clubs again<br />
paid more taxes and duties in Germany than ever<br />
before. This development benefits the general<br />
taXes and duties in ¤<br />
700,000,000<br />
600,000,000<br />
500,000,000<br />
400,000,000<br />
300,000,000<br />
379,343,015<br />
+21 %<br />
year-on-year<br />
460,739,685<br />
public and emphasizes just how important the<br />
Bundesliga is to society as a whole.<br />
549,936,417<br />
665,534,648<br />
04/05 05/06 06/07 07/08
DFL Deutsche Fußball Liga GmbH<br />
Guiollettstraße 44 - 46<br />
60325 Frankfurt/Main<br />
Germany<br />
T: +49 (0)69 65005 - 0<br />
F: +49 (0)69 65005 - 557<br />
E: presse@bundesliga.de<br />
www.bundesliga.de