Among the major European football leagues this season, none continues to have as many national sponsors as Germany’s Bundesliga. As of the start of the 2025/26 season, 52% of sponsorship spend in the league is from nationally-headquartered sponsors. Elsewhere in Europe, Italy's Serie A has the second highest share of locally based sponsor spend in Europe, which only represents 25% of deals in the league. 

National sponsors still hold value to teams in the Bundesliga: For the start of the 2025-26 season, VfB Stuttgart’s decision to move its front-of-shirt sponsorship from French gambling sponsor Winamax to regional bank LBBW illustrates how external pressures are reshaping clubs’ sponsorship strategies. Winamax's complications when playing games in Spain and Italy, countries that prohibit gambling sponsors on front of shirts, prompted Stuttgart to align itself with regional partners, such as Stuttgart-based LBBW, that offer strong regional connections that extend beyond commercial transactions. 

This trend reflects broader challenges facing international sponsors in football. As regulatory frameworks tighten across Europe, clubs are discovering that local partnerships offer stability and authenticity that transcend cross-border complications. Borussia Dortmund's switch from 1&1 to Vodafone as its front-of-shirt sponsor similarly demonstrates how clubs are also prioritising partners with established German market presence, not just nationally-headquartered companies. 

Teams in the Bundesliga are also efficient at securing longer-lasting partnerships (3.9 years on average), while the average deal duration for other European leagues is shorter (3.5-3.7 years on average). This shows the focus on trust that the German league has been able to establish between teams and sponsors.

Multi-club strategies are dominating Bundesliga sponsorship and reshaping brand visibility. Coca-Cola sponsors by far the most teams in the Bundesliga with 12 deals across the league, followed by REWE with seven deals. AOK, Bitburger, and Puma each maintain five partnerships. For sponsors, rather than concentrating investment in one premium deal, this strategy allows sponsors to build league-wide presence through multiple smaller partnerships, creating comprehensive market coverage. This approach benefits both smaller domestic brands such as Vonovia and Vilsa, as well as German brands with a strong international presence.

Outside of the Bundesliga, France's Ligue 1 has successfully leveraged public administration sponsors, but for leagues like the English Premier League, international sponsors dominate over local ones. The Bundesliga's regional focus suggests a less parochial approach to sponsorship than an underutilised opportunity within other top European football leagues. 

The approach of Bundesliga teams – even the biggest – reflects not just Germany’s federal structure, but also recognises that authentic regional connections can create more sustainable partnerships than generic global associations. Longevity in sponsorships is also linked to better sponsorship recall and effectiveness. As Premier League clubs continue seeking alternatives to gambling partnerships and navigate regulatory complexities, national sponsors offer stability and community engagement that transcend traditional commercial relationships.