Rights vendors - Glossary | Sponsoo

Rights vendors

Rights-Vendors are defined as sponsorship agencies that have the right to sell sponsorship packages from others (e.g. Teams or Clubs). Succesful right-vendors are, for example, Lagardere Sports or infront. These right-vendors almost solely focus on professional sports and they demand exclusivity for the marketing rights.

Small clubs or individual athletes often do not have a right-vendor. That is where Sponsoo comes into play. Sponsoo basically acts as a right-vendor for all the athletes and clubs registered on the platform. But in contrast to the big agencies, Sponsoo does not demand exclusivity - meaning that athletes can look for more sponsors beyond Sponsoo.

Right-vendors often work on a comission-based payment. The usual comission-rate is at least 20%. This implies that if a sponsorship is worth 1000€ , the right-vendor will recieve 200€ comission. Due to the high sales-effort, that 20% comission is generally justified.

The clubs of the German "Bundesliga" work with the following right-vendors (source: if not stated otherwise: SPONSORs (2020):


Right-Vendors in the 1st German Soccer League: (as of 2021/22):

Clubs Rights-Vendors
1.FC Köln Infront
1. FSV Mainz 05 Infront
Bayer 04 Leverkusen Bayer 04 Marketing GmbH in coorperation with Sportfive
Borussia Dortmund Sportfive
Borussia Mönchengladbach self-marketing
Eintracht Frankfurt self-marketing
FC Augsburg Sportfive
FC Bayern München self-marketing
1. FC Union Berlin Sportfive
SpVgg Greuther Fürth self-marketing
DSC Arminia Bielefeld Sportfive
RB Leipzig self-marketing
Hertha BSC Berlin Sportfive
SC Freiburg


VFL Bochum self-marketing
TSG 1899 Hoffenheim self-marketing
VFB Stuttgart self-marketing
VFL Wolfsburg self-marketing


Rights-Vendors in the 2nd German Soccer League: (as of 2021/22):

Clubs Rights-Vendors Contract term Conditions
1. FC Heidenheim Sportfive n.a.  
1. FC Nürnberg Sportfive n.a.  
Hansa Rostock self-marketing    
Fortuna Düsseldorf self-marketing, Infront (Bands, Trikots) 2021 14  
Hannover 96 Sportfive 2027  
Karlsruher SC self-marketing    
Erzgebirge Aue self-marketing    
FC St. Pauli self-marketing    
Hamburger SV Sportfive 2025 12,4 Mio. € Loan (1998, since then deferred); Commissions: more then 10 Mio. € per year; through commercial agent regulation also entitled to 6-8,5 Mio.€ Commission per year after end of contract 18, at the extension in may 2018 from 2020 to 2025 an advance payment was also made in the amount of 20 Mio. € paid. 27
Holstein Kiel self-marketing    
Jahn Regensburg self-marketing    
SC Paderborn 07 Infront n.a.  
SV Werder Bremen self-marketing, Infront (main sponsor, stadium-bound rights) 5 2029 9 Mio. € one-time payment 12, Commision, Guarantee amount (?)
FC Schalke 04  self-marketing    
SG Dynamo Dresden Sportfive 2025  
FC Ingolstadt


SV Darmstadt 98 self-marketing, before until 2018 U!Sports 28    
SV Sandhausen Infront n.a.  

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