Classic Kits

Eintracht Braunschweig might seem a strange choice to begin a series on Classic Kits, but this jersey was a trailblazer that changed football forever. That’s because when it was debuted in March 1973, it was the first ever football shirt with a major sponsorship deal. 

The Bundesliga club were in serious financial difficulty when the Jaegermeister corporation, based in nearby Wolfenbuettel, offered 100,000 Deutsch Marks (valued at about €30,000 today) in exchange for advertising on the front of Eintracht’s jersey – a revolutionary concept at the time. 

The original plan was to incorporate the alcohol producer’s famous Stag logo in the club’s crest. The West German FA wouldn’t allow that, but they eventually conceded to a compromise with the company name being printed on Braunschweig’s shirt front. It was controversial at the time, although certainly not the last headache caused by the 35%-proof liquor.

Eintracht, formed in 1895, won their only Bundesliga title in 1966-67, but had fallen on hard times. The Jaegermeister name was added to their traditional blue and yellow kit and the authorities later relented to allow the crest be changed too. The deal revitalised the club and Jaegermeister continued to sponsor them through to 1987. 

By 1977, Braunschweig were able to sign German international star Paul Breitner from Real Madrid. The iconic left back/midfielder was one of the top stars of European football at the time. He scored in two World Cup finals for West Germany – in the win against Holland in 1974 and the defeat to Italy in 1982 – making him one of only five players to achieve that feat alongside Vavá, Pelé, Zidane and Mbappé. 

Eintracht slipped down the divisions after Jaegermeister withdrew their backing. They have spent much of the past four decades in the Regionalliga, but returned to Bundesliga 2 in 2022 and have been battling against relegation since. Their shirts currently carry the name of the far less interesting Brawo banking group.

Of course, the innovative marketing strategy developed between the club and its sponsor spread throughout the footballing world. Coventry City were the first to bring shirt sponsorship to England when chairman Jimmy Hill struck a deal with car manufacturers Talbot in 1978. While some wealthy clubs like Barcelona resisted shirt sponsorship until the new century, it is now almost inconceivable for any local Under 8s team not to follow Eintracht Braunschweig’s lead.