A red flag to public television: in 1974 Fortuna became one of the first Bundesliga sides to wear a shirt sponsor. Eintracht Braunschweig had broken the taboo in 1973 with Jägermeister. The DFB reluctantly gave permission.
ARD and ZDF, however, threatened not to show matches involving sponsored clubs because they regarded it as surreptitious advertising. Fortuna’s bright red shirts carried the name of the supermarket chain allkauf, on a deal worth 50,000 deutschmarks per year, and thus became a red rag to the public broadcasters. Allkauf did not want the blame and quickly withdrew, leaving Fortuna with a blank chest again in 1975/76. Not for long, though: times changed, and from 1976 onward Fortuna advertised for the insurance company Arag.
The shirt with the yellow circle on the chest became a cult object among supporters.