Revenue from match day, advertising and media receipts made up between 20 and 30 percent each of the total revenue. Revenue from transfers, merchandising and other revenue accounted for the rest, approximately 25 percent. The total league wide revenue from kit sponsorships was at an estimated 192.4 million euros in the 2017/18 season. FC Bayern Munich took in the most from that revenue stream amongst Bundesliga clubs with a reported 30 million euros in revenue from its kit sponsor Deutsche Telekom. The club from Bavaria also leads the league in income from the marketing of its stadium naming rights with an annual payment of six million euros from its naming rights sponsor Allianz.
FC Bayern Munich is the most successful club in the German Bundesliga, both financially and in terms of league titles (29 ‘Meisterschaften’ in total). In the 2017/18 season, FC Bayern Munich generated about 657.4 million euros in revenue. Borussia Dortmund, the second-most successful team over the past few years, reported revenues of around 495 million euros in 2017/18. Brand Finance ascribes the brand FC Bayern Munich a value of about 1.4 billion U.S. dollars, while Forbes puts the value of the team at 3.06 billion U.S. dollars. In comparison, the brand value of Borussia Dortmund was at 587 million U.S. dollars and the team value at 901 million U.S. dollars, according to Forbes.