Dynamo Dresden gets its fan shop back with a million dollar deal!

Dynamo Dresden gets its fan shop back with a million dollar deal!

Dynamo Dresden fans can be happy: the buyback of the fan shop has now officially been completed. After 17 years in foreign hands, the fan shop is finally returning to the care of the club. How Picture reported, the buyback was sealed at the notary, and the first steps towards the complete retransfer were taken in 2023 with the takeover of 50 percent of Dynamo Dresden Merchandising GmbH.

The exact details are just as exciting as the development itself: the complete buyback will cost an estimated 1.5 million euros, which will be paid in installments until 2028. The last part of the sum is due in 2028. From January 1, 2026, the club will have full merchandising rights, giving it a completely new independence and the opportunity to significantly increase revenue.

From external service provider to club brand

In the early years after the merchandising rights were transferred to egocentric GmbH in 2009, the club had only limited influence on the sales of its products. Thanks to a purchase option in the service contract, which was fixed in 2014, Dynamo Dresden was now able to take the step of regaining the shares. “The buyback is an important step for our independence,” explained managing director David Fischer, who is critically observing the financial aspects of the buyback. Nevertheless, this step could put a significant strain on the club's financial flexibility, as well Day24 noted.

The newfound control over the fan shop gives the club the prospect of further expanding the product range and establishing additional sales points in order to make celebrations and games even more attractive. The President and Supervisory Board have been closely involved in strategic decisions since the readmission was initiated.

The future in the name of football

It remains to be seen how the club's financial resources will develop as a result of the buyback, especially in view of possible sporting successes and the associated income from ticket sales and merchandising. Fischer has already made it clear that the economic effects must be examined intensively. On July 1, 2026, fan merchandise sales will finally be in the hands of Dynamo Dresden, which will bring full control over future contracts and pricing.

Overall, this takeover is seen as a step to further strengthen the Dynamo Dresden brand and increase sales in merchandising from the current 7.23 million euros to 10 million euros by 2028. The club not only wants to become more independent, but also be better positioned for the coming challenges in football. For the loyal supporters, this is another reason to support the club with pride and enthusiasm. Dynamo Dresden itself sees the coming years as a great opportunity and opportunity to further develop the club's identity and culture.