In the last decade money is playing a huge role in european football and where its heading, with premier league new TV deal which will come into play from 2016-17 season the stakes for all 20 teams in the league has increased massively and promotion and relegation from premier league will have huge impact on clubs financial status. While the money in kit suppliers deals and shirt sponsorships is also increasing in the top 6 leagues in europe.
REPUCOM.NET covers financial aspect of sports industry and they researched and monitored shirt sponsorship deals across all top 6 european leagues and according to their latest survey the foreign investment in top leagues has increase by atleast %20 in form of shirt sponsorship deals in all of the top 6 leagues around europe. England and Spain first divisons got and average increase of around 30% since last season.
€687 million was generated by clubs from the top 6 leagues in europe from shirt sponsorship deals which saw and increase of around 20% from 2013-14 season €570 million. The biggest increase was in English Premier League where clubs saw around 36% increase than last season income from shirt sponsorships. Manchester United’s Chevrolet deal $80m a year (£53m) was the biggest factor in large increase in premier league income from shirt deals. before we get into numbers game and infographs here is a table showing europe’s top 6 leagues in terms of shirt sponsorships and which clubs got the biggest deal in each league.
|LEAGUE||TOTAL 2014-15||BIGGEST DEAL IN THE LEAGUE|
|ENGLAND||€213||Chevrolet (Man Utd £53m a year) – Fly Emirates (Arsenal £30m a year)|
|GERMANY||€139||Deutsche Telekom (Bayern Munich £25m a year)|
|SPAIN||€113||Qatar Airways (Barcelona £27m a year) – Fly Emirates (Real Madrid £20m a year)|
|FRANCE||€96||Fly Emirates (PSG £20m a year)|
|ITALY||€84||Fly Emirates (AC Milan £15m a year) – Jeep (Juventus £12m a year)|
|NETHERLANDS||€42||Ziggo (Ajax Amsterdam £5m a year) – Philips (PSV £3.5m a year|
Other leagues such as Spanish Primera Liga saw and increase of 30%, Italian Serie A got an increase of around 21% and rest of the details can be seen in the image below.
2014-15 season saw the sharpest increase in income from shirt sponsorship deals compared to last 10 years. In 2000-01 season the total income from shirt deals was around €235 million so thats around around 200% increase in 14 years. here is a short infograph showing the rise in shirt sponsorship money across top european leagues.
But what is the reason behind such steep increase in shirt sponsorships ? well the biggest reason is of course foreign companies taking alot of interesting in europea football. Middle east companies from UAE (Emirates) and Qatar (Qatar Airways) spent around €160 million alone in 2014-15 season on shirt sponsorship deals. This is the first time in about a decade that some other countries companies spent more on shirt sponsorships in europe than Germany based companies.
USA based companies are also trying to exploit this market and Chevrolet’s biggest ever shirt sponsorship deal with Manchester United is the sign of things to come. here is another short diagram showing companies from different countries investing in shirt sponsorship deals in europe.
American soccer league MLS is another league which is starting to flex its muscle in shit sponsorship market in the current MLS season 2015 all clubs total shirt sponsorship income is around €45 million which makes it more lucrative than the dutch league in europe. The rise in sponsorship income will continue as long as tv rights deal are getting higher and higher every year.