The 2019/2020 Bundesliga season was like no other, much like the rest of the world’s major sporting leagues during the height of the coronavirus pandemic. In Germany, several clubs in the DLF took massive financial hits as a result of the pandemic, having missed out on large sums of revenue from television marketing and gate receipts. Thankfully, with diligent and thorough planning and cooperation amongst the DFL, they were able to put together a plan making it possible for the Bundesliga to become the first major sporting leagues to resume action and save teams from going insolvent.
Per a new report from Kicker, they already have a plan in place for how they’re going to distribute funds from marketing and media rights for next season, which starts in the middle of September. There’s no escaping the collective financial hit that the DFL took from the coronavirus, so next season there will only be €1.2 billion distributed between the 36 clubs in the DFL instead of the originally planned €1.383 billion. All of the clubs were notified by the governing body via a letter that was dated July 16th, 2020.
At a later date, the DFL will also decide how they’re going to going to distribute revenue generated by international marketing since they’ll only have €200 million as opposed to the expected €254 million. This is also affected by the performance of the teams still in European competition; Bayern Munich, RB Leipzig, Bayer Leverkusen, and VfL Wolfsburg. The further in the respective competitions each team goes, the more they would receive.
To put things into perspective, Bayern received the highest national marketing revenue of €70.64 million and they were followed by Borussia Dortmund (€69.37m), Bayer Leverkusen (€67.47m), and RB Leipzig (€65.96m). By comparison, Hannover 96 were the highest earners in the 2. Bundesliga with €22.46 million. 2. Bundesliga champions Arminia Bielefeld received €29.80 million, thanks largely in part to their promotion to the top flight in addition to the amount of usage of players under the age of 23.
Ordinarily, marketing funds are given to teams in four separate installments each season, but next season they will be spread out over the course of twelve. They’ll also be divided into different amounts, instead of having each of the previous four installments of the same value. For next season, the first installment of €70 million will be distributed on August 6th.
As a contingency plan, the DFL has also set aside a total of €45 million just in case there’s a pause next season due to another wave of the coronavirus. This is similar to the pot of money from Champions League television rights that Bayern, Dortmund, Leipzig, and Leverkusen had set aside this season for clubs that needed it during the shutdown. If the season goes on without any sort of interruptions, the €45 million will be paid out over the course of the campaign.