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SBD Global/May 15, 2013/Marketing and Sponsorship

Value Of Premier League Kit Deals Increased By 32% To $179M During '12-13

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Under Armour, suppliers of Tottenham's kit, has helped spur EPL kit deals.
The total value of Premier League clubs' kit supply contracts has this season shot to £117.3M ($179M) -- a 32% increase on '11-12. While Nike, adidas and Puma continue to invest heavily, the surge in income has been driven by the entrance of North American duo Warrior and Under Armour (suppliers of Liverpool and Tottenham Hotspur, respectively). This is one of the key findings of the REPUCOM Kit Supplier Report 2012/13, produced in cooperation with PR Marketing. Eleven different suppliers are present in the EPL. They account for almost two-fifths of the total combined kit deal revenues across Europe's top five leagues, which this season nears £315M ($481M). The dominance of EPL clubs when it comes to securing kit sponsorship deals comes down to the sheer volume of replica shirts they sell. This season, the league's 20 clubs will sell a combined total of approximately 5 million jerseys worldwide. That is around 1 million more than '11-12, another key indicator of continuing growth of the league's popularity globally. It is also more than double the number sold by Germany's 18 Bundesliga sides. The report shows the average price of a Premier League club shirt has risen 8.3% since last season. However, average prices in the U.K. remain the lowest across Europe's top leagues. The average price of a Premier League club jersey now stands at £47.60 ($72.60) less than the Serie A equivalent at £61 ($93) (REPUCOM).

Price Ranges Of Jerseys
 
League
Country Average Jersey Price Difference To '11-12
Bundesliga Germany
£59.10 ($90.20)
+4.19%
Premier League
England
£47.60 ($72.60)
+8.3%
Serie A
Italy
£61 ($93)
+5.18%
La Liga
Spain
£54.60 ($83.30)
+5.09%
Ligue 1
France
£57.40 ($87.60)
+3.36%
Europe's Top 5 £57.02 ($87)
+5.22%
Source: REPUCOM
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