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SBD/August 25, 2011/Marketing and Sponsorship
High Rent District: Combined EPL Jersey Sponsorship Up 20% For '11-12 Season
Published August 25, 2011
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.
