SBD/August 25, 2011/Marketing and Sponsorship

High Rent District: Combined EPL Jersey Sponsorship Up 20% For '11-12 Season

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Jersey sponsorship income for the 20 EPL clubs for the '11-12 season "has jumped almost 20 per cent" from $164.5M (all figures U.S.) to $192.5M, according to Alex Miller of the London INDEPENDENT. The $192.5M total "does not include any future sums that will accrue to Manchester United” from their deal with DHL to sponsor the team's training jerseys, which is valued at $16.5M per season. The sponsorship values have been “ratified by informed sources at each of the 20 clubs, among whom only one club -- Blackburn Rovers -- will see a year-on-year decline in shirt income" from $2.5M to $0 after the club donated the branding space on their kit to England's national charity. Thirteen of the other 19 clubs "have maintained the same levels as in 2010-2011, while six have registered increases.” Manchester City’s previous deal with Etihad Airways was worth $12.3M a year, but the new “record 10-year sponsorship deal" with Etihad sees a $20.5M increase to $32.8M a year. Man City, ManU and Liverpool are all now making at least $32.8M, or £20M, per year "from first-team shirt deals.” Aston Villa registered the “biggest leap" next to Man City by changing their $8.2M-a-year deal with FxPro to a $13.1M deal with the casino company Genting (London INDEPENDENT, 8/24).

EPL CLUB SHIRT SPONSORSHIPS (All figures U.S.)
CLUB '10-11 SPONSOR
ANNUAL VALUE
'11-12 SPONSOR
ANNUAL VALUE
Manchester United Aon Corp.
$32.6M
Aon Corp.
$32.6M
Liverpool Standard Chartered
$32.6M
Standard Chartered
$32.6M
Manchester City Etihad Airways
$12.2M
Etihad Airways
$32.6M
Chelsea Samsung
$22.5M
Samsung
$22.5M
Tottenham Hotspur Autonomy
$16.3M
Autonomy^
$16.3M
Aston Villa FxPro
$8.2M
Genting
$13.0M
Arsenal Emirates Airlines
$9.0M
Emirates Airlines
$9.0M
Fulham FxPro
$6.5M
FxPro
$6.5M
Everton Chang Beer
$4.2M
Chang Beer
$6.5M
Newcastle United Northern Rock
$4.1M
Northern Rock
$4.1M
Wolverhampton Sportingbet
$1.8M
Sportingbet
$1.8M
West Bromwich Homeserve
$1.2M
Bodog Europe
$1.8M
Swansea City** n/a
n/a
32Red
$1.8M
Sunderland Tombola
$1.6M
Tombola
$1.6M
Stoke City Britannia
$1.6M
Britannia
$1.6M
Wigan 188Bet
$1.1M
12Bet
$1.6M
Bolton 188Bet
$1.2M
188Bet
$1.2M
Norwich City** n/a
n/a
Aviva
$569,855
Blackburn Crown Paints
$2.4M
Prince's Trust***
----
West Ham United* SBOBET
$2.8M
n/a
n/a
Birmingham City* F&C Investments
$976,817
n/a
n/a
Blackpool* Wonga
$813,330
n/a
n/a
Queens Park Rangers** n/a
n/a
none^^
----
   
 

NOTES: n/a = Not applicable. * = Team relegated following '10-11 season. ** = Team promoted to EPL following '10-11 season. *** = Shirt deal part of charity work. ^ = Autonomy's mobile platform -- Aurasma -- is being featured on Tottenham's shirts during the '11-12 season. ^^ = While QPR began the season without a shirt sponsor, it is widely speculated that new owner Tony Fernandes will put his company, AirAsia, on the shirts.

 

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