Werder Bremen presented Wiesenhof as its new shirt sponsor on 13 August 2012.[2] Supporters of the club were outraged over Wiesenhof's sponsorship of the club that several supporters have cancelled their membership in the club.[2] The conduct of Wiesenhof was reported in a documentary in Germany in 2011 where they have been "accused of treating the poultry in its care cruelly and keeping them in inhumane conditions".[2]
The club opened its Bundesliga campaign against Borussia Dortmund, the defending champions.[2] The final score was 2–1 in favour of Borussia Dortmund.[3]