LASK: From the 2026/27 season, the new jersey will shine in Windhager red!

LASK: From the 2026/27 season, the new jersey will shine in Windhager red!

In a remarkable twist, LASK has announced that it will change the color of its third jersey from pink to red from the 2026/27 season. This decision was announced at a press conference by Siegmund Gruber, CEO of LASK, and Andreas Weißenbacher, CEO of BWT. With this change, the club returns to one of its traditional club colors, which includes red as well as black and white. Gruber simply describes the new jersey as “Windhager Red” and refers to the heating manufacturer, which recently filed for bankruptcy and now acts as a Premium Partner Plus at LASK. The contract with BWT, which has been sponsoring LASK since 2019, runs until 2032 and secures BWT's role as the club's main sponsor.

Despite the new jersey color, the pink elements remain present in the stadium. Gruber emphasizes that the color pink will not completely disappear from the stadium, which is an important reassurance for many fans.

Protests from the fan scene

The issue of jerseys and sponsors has caused great discontent among the LASK fan base, especially among the members of the Landstrassler fan collective. They already expressed their protest during an away game in the Europa Conference League, where they demonstrated against the pink jerseys. In a policy paper, the fans have called for “club clothing in sponsor colors” to be avoided and would like the contractual conditions with BWT to be disclosed. Managing director Andreas Protil confirmed that the pink dresses were a requirement from BWT to meet the sponsor's advertising values, which is seen as a necessary evil.

Protil also explained that at a previous meeting it was assured that the pink jerseys would only be used in exceptional cases. Despite the creation of a new kit color, concerns remain about BWT's influence on the club's identity. The fan collective is calling for a return to the traditional club colors, without concessions to sponsors.

Impact of sponsorship on football

The debate over LASK's jerseys sheds light on the broader issue of sponsorship in European football. Sponsors not only provide financial support for clubs, but also aim at image, awareness and customer loyalty. In many leagues, including the Bundesliga and the Premier League, sponsorship revenue is a crucial source of income for football clubs. According to Statista, revenue from jersey sponsorship in the first Bundesliga increased between 2000 and 2025. This dynamic development underlines the importance of sponsors for the financial stability of clubs and illustrates how the interests of sponsors can influence the identity of clubs.

For LASK, the challenges remain to find the balance between the requirements of sponsorship and the expectations of the fans. While the jersey color could be a step in the right direction, it remains to be seen how the relationship between the club and its sponsors will develop in the future.