Werder Bremen: Looking for a new name sponsor for the Weserstadion!

Werder Bremen: Looking for a new name sponsor for the Weserstadion!

The Weserstadion, traditionally the home of SV Werder Bremen, is currently on everyone's lips again under its old name. After the bankruptcy of the namesake Wohninvest, which had been on board since 2019, the stadium is now simply called Weserstadion again. This return to roots brought a wave of nostalgia for many fans. Nevertheless, the stadium is not only a good venue for football games, but also an economic factor for the club - and SV Werder Bremen is looking for a new name sponsor to increase financial resources again. Kicker reports that the partnership with Wohninvest suddenly ended due to insolvency, which led to an imbalance in the association's financial planning.

Klaus Filbry, the chairman of the board of SV Werder, has emphasized that financial support is particularly urgent after the stadium renovation from 2008 to 2010 left an enormous need for financing. The contract with Wohninvest stipulated that the club would receive three million euros annually for ten years. These sums are now no longer available and discussions about a new sponsor are already in full swing.

Conversations in full swing

As the Dike room reports, Werder Bremen is currently in talks with several potential parties interested in the stadium's naming rights. There are two main options: a complete sale of the name, which would lead to a renaming of the stadium, or a first name solution, as was already practiced by the previous sponsor. The latter model brought in three million euros annually for the club and could continue to be an attractive solution in the future.

However, the likelihood that the current name “Weserstadion” will remain unchanged is considered to be rather low. An internationally active company had already expressed interest in a name sponsorship solution in spring 2024, but withdrew its commitment the following year. The current situation remains tense; According to those responsible, both a quick conclusion of the talks and a possible failure are conceivable.

Naming rights in sports

The concept of name sponsorship is not new. It gained a foothold in Germany with the “AOL Arena” of Hamburger SV in 2001. How on myCSC As explained, the basic legal framework for naming rights is anchored in Section 12 of the German Civil Code (BGB). The feasibility is about the owners of a sports facility being able to transfer the naming rights to companies for a certain period of time in return for paying a license fee.

This practice is now widespread. Around 17 clubs in the first Bundesliga have given their stadiums sponsor names, which not only represents a source of income but also leads to discussions about the commercialization of football. Critics warn of alienation among fans and possible conflicts between sponsors and clientele.

Werder Bremen's current search for a new name sponsor shows how important it is to find the right balance between tradition and modern financial requirements. It remains to be seen whether the Weserstadion will change its name again soon. One thing is certain: the club has a good hand when it comes to selecting its partners.”