Football Bundesliga–
How Corona is creating a new sponsorship reality
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250 spectators in the Munich Allianz Arena on matchday 34 of the past Bundesliga season. Nobody can reliably predict when the stadiums will be fully utilized again
The first season of the Bundesliga was played almost without fans in the stadiums. For the sponsors, the past 15 months of the corona pandemic have had dramatic consequences in some cases: The revenue in the country’s football temples has failed to materialize, and the visibility of many brands in the advertising environment has dwindled. How did the sponsors and marketers react to the situation? And has the crisis permanently changed the Bundesliga sponsorship environment?
