Close Brothers Seydler Research AG - BVB Aktie - Borussia Dortmund

Borussia Dortmund GmbH & CO KGaA
A large part of the revenue (adding to ticket sales and fixed payments) from the
UEFA Champions League is linked to the distribution of the TV "market pool"
money. Starting at the group stage, UEFA is in charge of the centralized TV
marketing for the UEFA Champions League. Before the season starts, UEFA
determines how much money the participants from each country can earn during
the tournament. The distribution depends mainly on the value of the television
market from each country of the participating teams. Other factors affecting the
amount of the money a club receives is their previous domestic league position, the
stage it has reached in the current Champions League season and the stages other
clubs from the same nation have reached in their current season.
For season 2012/13 the net amount available to the participating clubs will be split
to EUR 500.7m in fixed payments and EUR 409.6m in market pool money.
Advertising
Under the revenue stream “advertising” are subsumed: mainly income from
sponsorship agreements and other premium payments from sponsors as well as
revenues from hospitality areas at SIGNAL IDUNA PARK (Stammtisch seating,
Business Club, Borussia Park, Rote Erde Club) and incentive packages. This
revenue stream is the company´s second largest contributor towards total revenue
with a revenue share of 30.28% in FY2011/12 i.e. EUR 57.80m (FY10/11: EUR
49.97m).
Sponsoring
Borussia's primary sponsors include Evonik Industries AG, PUMA SE and SIGNAL
IDUNA. In season 2011/12 Borussia Dortmund and its primary sponsor, Evonik
Industries AG agreed to continue their partnership until 30 June 2016 (again
extending the agreement since July 2006).
Pillar 3: Advertising
Sponsoring
In addition the naming rights agreement with SIGNAL IDUNA, which was set to
expire in 2016, was also extended until 2021. Accordingly, Borussia Dortmund will
continue to play its home matches at the SIGNAL IDUNA PARK for the next
seasons to come.
With the beginning of season 2012/13 Puma SE has been added as a new primary
sponsors. The partnership started on 1 July 2012 and is designated to run 30 June
2020. It includes the equipment of the professional Bundesliga team as well as all
youth and amateur teams with jerseys, training apparel and accessories. PUMA is
also the official partner of the club in replica jerseys and other merchandise
products.
Puma SE is a new
primary sponsor
In addition to Evonik, PUMA SE and SIGNAL IDUNA, eleven Champion Partners
form an important source of advertising income at Borussia Dortmund. Each
Champion Partner supports the BVB at least with a six-figure sum. In 2012
Borussia added ODDSET Deutschland Sportwetten GmbH to its Champion
Partners. Besides the fixed Payment the agreement includes bonuses paid for the
team winning the German Championship and the DFB Pokal. Also in 2012
Borussia Dortmund has agreed to a three-year sponsorship deal with Flyeralarm.
The Würzburg- based printing specialist will be granted a presence on TV-visible
advertising hoardings at Signal Iduna Park, while it will assist the club in the
production of specially printed merchandise. Turkish airlines is the eleventh
Champion Partners and will be BVB´s airline of choice for all international flights, be
it games, competitions or training camps. The contract was signed on the 2 May
Eleven Champion
Partners
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