Dynamo Dresden takes over Merchandising business: A new success for fans!

Dynamo Dresden takes over Merchandising business: A new success for fans!

In the middle of eager sector takeover and strategic new facilities, the SG Dynamo Dresden has made a significant decision. The association announced that it will take over the remaining 50 percent of SG Dynamo Merchandising GmbH by January 1, 2026. This is the responsibility for the merchandising business, which has achieved an impressive growth rate of 1000 percent in the past 16 years, back to the club. Managing Director David Fischer was pleased with the conclusion of the purchase and emphasized the positive, partnership-based cooperation with Egocentric Holding GmbH, which made this step possible.

The association plans to control and develop all sales areas, including inpatient trade, online shop and B2B business, in the future. This is done in the endeavor to further expand the structures of a Bundesliga -compatible location. This decision was made taking into account the interests of the club members, whereby economic and organizational aspects were clearly prioritized. A central point of this initiative is the takeover of the existing staff to secure the expertise in the merchandising area.

buyback of the fan shop

But that's not all: the members of the association have also decided to buy the fan shop back 100 percent by July 1, 2026. Originally, a takeover was only considered two years later, but the timely agreement shows the determination of the association to regain control of his merchandise offers. However, the budget is put to the test due to the high costs of buyback, which could amount to several million euros. Therefore, a careful examination of the financial means and the liquidity of the association is necessary.

The managing director for communication David Fischer and his colleague Stephan Zimmermann for finance have already emphasized that the existing contractual relationships with the Egocentric Holding remain unchanged; This includes service, consultant and supplier contracts that run by 2026 and beyond. Fischer recognized the criticism of fans, but at the same time pointed out the success of the past year and a half in the club development.

The importance of sports merchantchandising

In the context of these developments, it is important to note how significant sports chandering is for the identity and binding of the fans. According to Studysmarter , it contributes significantly to the popularity of teams and sporting events. The sales of merchandise articles often even exceeds ticket sales. Products from sports clubs range from jerseys and scarves to everyday objects such as cups and key fans.

Current trends in merchandising show that digital strategies and personalized offers are becoming increasingly important. 70% of sports fans prefer to buy their merchandise articles online, which underlines the relevance of a well-designed online shop. So the SG Dynamo Dresden has a good hand by recovering responsibility for this lucrative source of income and at the same time relying on future, sustainable strategies.

A successful recovery of the merchandising and fanshop area is not only a step in the right direction for the club, but also an opportunity to further consolidate the bond with the fans and to open up new sources of income. It remains exciting to see how these plans will develop in the coming time.