The DFL failed with its plan to bring investors into the house. Now a loan from the sporting goods manufacturer Adidas is intended to help market the federal leagues better.
The German Football League (DFL) can borrow up to 100 million euros from Adidas. The sporting goods manufacturer is providing the league association with a corresponding loan facility – on “partnership terms”, as it was stated in a DFL announcement on Tuesday.
According to the DFL, the Presidium unanimously approved a corresponding agreement. In order for the money to flow, the general meeting must agree.
It is also agreed that Adidas will provide the official match ball for German professional football until at least 2034. The contract, which was originally concluded from the 2026/27 season to 2029/30, will be extended early by four years, according to a statement.
money for them Media marketing
If the loan is used, the money should not go to the individual clubs, but the DFL could use it for media marketing measures. The income from licensing the match ball can be used for the repayment.
“The financing model offers an important option to invest in the growth of the federal leagues in dynamic economic times,” said league president Hans-Joachim Watzke. Björn Gulden, CEO of Adidas AG, described the agreement as “new dimension”.
Big gap to the Premier League
In its search for additional capital, the DFL had previously failed several times with its plan to involve external investors. The project caused intense discussions and fan protests.
Economically, the Bundesliga is on a par with the English league Premier League lost, which is mainly due to international media revenues and investor money. While the English first division clubs are owned by international donors, in Germany the 50+1 rule is intended to ensure that the club members continue to call the shots.
“In terms of sales, we are very competitive. On the capital side – also because of 50+1, it has to be said – there have been 15 billion in under-investments in the last ten years.”said DFL managing director Marc Lenz in the ARD documentary “Inside Fußball”. At the same time, he maintains that 50+1 is the basic principle of the league.
