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Nayeemul Islam
Junior Content Marketer
Insights / 3 Min.
Winning in football isn’t just about goals anymore- it’s about growth. And in the Bundesliga, some of the smartest clubs know that the real game also happens off the pitch. As sponsorships become more complex and brands demand more than just logo placement, data has stepped in as the secret weapon.
From understanding fan behavior to proving real ROI, Bundesliga clubs are now using sponsorship data to build stronger partnerships, attract global brands, and stay commercially competitive. Curious how they're doing it? Let’s dive into how these clubs are using sponsorship insights, not just instincts, to win their biggest commercial matches.
Sponsorship in football has come a long way. Just promising to put a brand logo on a shirt or stadium board isn’t enough anymore. Today, sponsors want to know exactly what they’re getting in return - and they want numbers to back it up.
That’s where data comes in. Bundesliga clubs are tapping into everything from TV exposure and social media reach to how fans actually feel about sponsor integrations. It’s no longer just about being seen. It’s about proving that the partnership is working. And the clubs that can tell that story with data? They’re the ones closing the biggest deals.
Bundesliga clubs today are doing a lot more than just counting logo appearances. They’re using data to paint a full picture of how well a sponsorship is performing and what kind of impact it’s having. Here are some of the key types of data they’re keeping an eye on:
This is one of the first things brands look at. It shows how much their exposure across TV, social media, and digital platforms is actually worth. Whether it's a logo on a jersey during a match or a sponsor shoutout in a highlight reel, everything is tracked and translated into value.
After all, media value is a key indicator of sponsorship success.
It’s not just about visibility - it’s about how fans feel, and that’s why sentiment analysis matters. Sentiment analysis helps clubs understand whether a sponsor is being talked about in a positive, negative, or neutral way. This kind of insight is especially useful for brands that care about public perception and emotional connection.
Likes, comments, shares, and even time spent watching content all fall under fan engagement. These metrics help clubs understand what’s catching fans’ attention and what kind of branded content actually works. The more fans interact, the more value a sponsor gets from the partnership. In the long term, this aids in brand recall.
It’s not just about being seen- it’s about being seen well. Clubs track how long a sponsor’s logo is visible during broadcasts, how prominent the placement is, and whether it shows up in key moments like goals or celebrations. Sponsorship insights like these help a brand understand the quality of its exposure, not just how often it happens.
Visibility is a good start, but today’s brands are looking for more than just exposure. They want to understand the impact, what did the sponsorship deliver? Did the matchday activation boost website visits? Did the promo code lead to sales? Measuring things like conversions, shifts in brand perception, or even in-store visits through geolocation can help connect fan engagement to business outcomes.
Thanks to AI, clubs are now able to track and analyze all this data faster and more accurately than ever before. From automatically detecting brand logos in video footage to measuring fan sentiment in real time, AI is helping Bundesliga teams turn raw data into clear insights. Companies like Shikenso Analytics are leading the charge by providing AI-powered tools that help clubs evaluate media value, monitor exposure across platforms, and create more impactful sponsorship reports. It's a game-changer for clubs looking to stay ahead in the commercial race. In its truest sense, clubs of the Bundesliga are reshaping sponsorships thanks to AI.
In today’s football world, data isn’t a nice-to-have, it’s essential. Bundesliga clubs that truly understand and use their sponsorship insights are building deeper, more valuable partnerships. The ones who get it right won’t just win matches-they’ll win the trust and investment of the world’s biggest brands.
