December 4 – When the current agreement between logistics company Hermes and the Deutsche Fußball Liga comes to a close, new vistas for sponsorship are expected to open up as the DFL has decided not to extend the collective agreement but will allow all 36 clubs to sell their own shirt sleeve sponsorship.
The new scheme will begin in the summer of 2017, and its full impact on the German sponsorship market remains to be seen.
This latest development comes just as German clubs are in dispute about how to distribute television money – with the bigger clubs feeling they are entitled to more money.
The decision, which was announced at a DFL meeting in Frankfurt, is understood to have been made after consulting clubs, who were keen that shirt sleeve sponsorship should not clash with the main shirt sponsors.
It is expected that Hermes will continue to support German football, but other avenues will be found to promote its branding.
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