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Sponsor awareness · Bundesliga · 2026/27 season
Sponsor awareness in the Bundesliga
32% of people interested in football in Germany spontaneously name Deutsche Telekom when asked for the main sponsors of Bundesliga clubs. Shown a list of brands, 86% have noticed it as a shirt sponsor. Surveyed on 21 and 22 September 2026 among 862 people interested in football.
32%name Deutsche Telekom unaided
86%have noticed it as a shirt sponsor
42%pay attention to the main sponsor on the shirt
The short answer
The best-known shirt sponsor of the 2026/27 Bundesliga season is Deutsche Telekom. 32% of people interested in football name it unaided as a main sponsor, and 86% have noticed it as a shirt sponsor when shown a list. No other sponsor reaches higher values.
Unaided means respondents name brands without any prompt. Aided means they see a list of brands and say which ones they have noticed as a sponsor.
Three key figures, free to cite
Source: ONE8Y Database. Sample, period and question are given with every figure.
| Key figure | Value | Sample | Fieldwork |
|---|---|---|---|
| Name Deutsche Telekom unaided as the main sponsor of a Bundesliga club | 32% | n = 862 people interested in football | 21–22 September 2026 |
| Have noticed Deutsche Telekom as a Bundesliga shirt sponsor when aided | 86% | n = 862 people interested in football | 21–22 September 2026 |
| Pay some or close attention to the main sponsor on the shirt | 42% | n = 1,216 people interested in football | 28–29 April 2026 |
Source: ONE8Y Database, statistic Unaided awareness of the main sponsors of Bundesliga clubs in the 2026/2027 season (ID 08247-2026-S). Sample: n = 862 people interested in football (top 2 on a 4-point scale). Fieldwork: 21–22 September 2026. Question: “Please spontaneously name up to three companies that you know as current main sponsors (jersey sponsors) of Bundesliga clubs.”
Source: ONE8Y Database, statistic Aided awareness of jersey sponsors in the 2026/27 Bundesliga season (ID 08290-2026-S). Sample: n = 862 people interested in football (top 2 on a 4-point scale). Fieldwork: 21–22 September 2026. Question: “And which of the following brands have you noticed as a jersey sponsor in the Bundesliga?”
Source: ONE8Y Database, statistic Attention to main sponsors on soccer jerseys (ID 07394-2026-P). Sample: n = 1,216 people interested in football (top 2 on a 4-point scale). Fieldwork: 28–29 April 2026. Question: “How strongly do you personally pay attention to the main sponsors on the jerseys of football clubs?”
Every sponsor, every value: in the Database
Shirt sponsors of the 2026/27 season, in alphabetical order
| Brand (A–Z) | Noticed when aided | Likeable |
|---|---|---|
| BarmeniaGothaer | in the Database only | in the Database only |
| BEUMER Group | in the Database only | in the Database only |
| Deutsche Telekom | 86% | in the Database only |
| HanseMerkur | in the Database only | in the Database only |
| Hedenkamp | in the Database only | in the Database only |
| HYLO | in the Database only | in the Database only |
| … and 12 more shirt sponsors, plus 18 sleeve sponsors | ||
For every brand, the Database holds the aided value, likeability among those who know the brand, the values among Bundesliga fans and the comparison with the previous season.
What the Database answers on this topic
Each question leads to the statistic. The values are in the Database.
- Which brands do fans name spontaneously as main sponsors, and how has that shifted since last season?ID 08248-2026-S · n = 1,808 · April and September 2026
- Which shirt sponsors are noticed most, among people interested in football and among Bundesliga fans?ID 08290-2026-S · n = 862 · September 2026
- Which shirt sponsors have gained since May 2026, and which have lost?ID 08291-2026-S · n = 2,830 · May and September 2026
- Which sleeve sponsors do fans notice?ID 08256-2026-P · n = 1,593 · September 2026
- Which sponsors are well known but not well liked?ID 08292-2026-S · n = 862 · September 2026
- Do young fans pay more attention to the shirt sponsor than older ones?ID 07394-2026-P · n = 1,216 · April 2026
How it is measured
The method behind the figures on this page
4 wavesApril, May and twice in September 2026. Between 862 and 1,968 people interested in football per wave.
Who is surveyed
People interested in football in Germany: respondents who rate their interest in one of the top two boxes of a 4-point scale.
Unaided
Open question without prompts. Up to three answers. Measures which brands are top of mind.
Aided
List of brands with multiple choice. Measures which brands have been noticed as a sponsor.
Margin of error
With about 860 respondents, the calculated margin for a single value is up to ±3 points (95%, assuming a simple random sample).
ONE8Y designs and analyses its surveys in-house. Fieldwork runs online via access panels. Every statistic in the Database states sample, survey period and the exact question wording.
Frequently asked questions
Which Bundesliga shirt sponsor is the best known?
Deutsche Telekom. In the 2026/27 season, 32% of people interested in football name it unaided as a main sponsor and 86% have noticed it as a shirt sponsor when aided. Source: ONE8Y Database, n = 862, September 2026.
What is the difference between aided and unaided sponsor awareness?
For unaided awareness, respondents name sponsors freely from memory. For aided awareness, they see a list of brands and say which ones they have noticed as a sponsor. Aided values are therefore always higher.
Do fans pay attention to the shirt sponsor at all?
42% of people interested in football pay some or close attention to the main sponsor on the shirt. The values for Gen Z and for those aged 55 and older are in the Database. Source: ONE8Y Database, n = 1,216, April 2026.
How well known are the Bundesliga sleeve sponsors?
ONE8Y measures the aided awareness of 18 Bundesliga sleeve sponsors, most recently on 8 and 9 September 2026 among 1,593 people interested in football. The ranking is in the Database.
How is sponsor awareness measured?
Through surveys of the target group. ONE8Y surveys people interested in football online, first with an open question and then with a list of brands. Every statistic states sample, survey period and the exact question wording.
Where can I find awareness figures for other sponsors, clubs and sports?
In the ONE8Y Database. It holds more than 200 statistics on the awareness of sponsors and partners, covering the Bundesliga, 2. Bundesliga, handball, basketball, cycling and motorsport, among others. Access starts with the free package.
All values, all target groups
The Database holds more than 200 statistics on the awareness of sponsors and partners. New survey waves are added twice a week.