Union Berlin Promotes Stadium Renovation with Temporary Kit Sponsor
Oct 6, 2024, by Chris
- Temporary Kit Sponsor: Union Berlin is using its kit to promote its stadium renovation with "proAF" until the end of 2024.
- Share Campaign: Union Berlin is selling shares to members at 500 euros each to fund the stadium renovation, potentially earning up to 60 million euros.
- Stadium Renovation: The renovation of Union Berlin's stadium is expected to be completed by the end of 2027, increasing capacity to 40,500.
Union Berlin has been playing without a main sponsor since the start of the season. Now, the club is using its kit to promote its stadium renovation.
Union Berlin Kits to Feature "proAF" Until the End of 2024
To promote the renovation and preservation of its historic stadium, both the men’s and women’s teams will now wear kits featuring the text "proAF", a reference to the pro Alte Försterei initiative that fought to preserve its beloved home ground at the turn of the millennium. This temporary sponsorship will last until December, after which a new main sponsor is expected to be announced in January, following the deadline for the stadium share campaign.
Union Berlin had been playing with a stylized Berlin text on its kits in the 24-25 season before.
Members get nothing for the share but only a certificate of ownership
However, the club's approach is not purely altruistic. Instead, Union Berlin wants to sell shares to its members—one share costs 500 euros. With 120,000 shares issued for 500 euros each, the club could theoretically realize a capital income of up to 60 million euros. Members get nothing for the share but only a certificate of ownership- a good deal for the club and a bad deal for the fans, in our opinion.
The potential earnings of 60 million euros from selling shares far exceed what the club would receive from a traditional shirt sponsor. The previous sponsor of Union Berlin paid 6 million euros for one year. Therefore, this in-house sponsorship could be highly lucrative.
The club's approach is not altruistic
The renovated Union Berlin stadium is expected to reach 40,500, including approximately 32,000 standing places. The remodeling is scheduled to be completed by the end of 2027.
Do you like Union Berlin promoting its stadium renovation and the shares available for members? Let us know in the comments below.
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