Premier League clubs "set a record for combined shirt sponsorship deals," with the 20 clubs generating £226.5M ($300M) for the '16-17 season, a rise of £3.6M ($4.7M) on last year, according to Miller & Harris of SPORTING INTELLGENCE. The increase "underlines the commercial strength of the League with shirt sponsorships more than doubling in six years." The combined total in '10-11 was £100.45M.
The overall Premier League total "is more than double the income generated by the Bundesliga clubs." To put that in context, the German top tier, "a thriving commercial beast, is the second strongest league in terms of shirt sponsorship." According to Repucom, the 18 Bundesliga clubs "had shirt deals" worth £101M ($133M) last season. La Liga "had total shirt sponsorships worth approximately" £65M ($86M).
ManU’s club-record deal worth £47M a year with Chevrolet "remains the biggest deal in the Premier League, but a number of traditionally lower and mid-tier clubs have enjoyed the biggest increases this year." Only Liverpool, Southampton, Stoke and Middlesbrough "boast British-based sponsors." Despite a blanket ban on gambling within football, 10 Premier League teams "will carry sponsorship from gambling companies this coming season, up from seven last term." Reigning Premier League champion Leicester City "have the joint-lowest shirt sponsorship in the league," worth £1M ($1.3M) a year plus performance-related bonuses (SPORTING INTELLIGENCE, 7/31).
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| Source: SPORTING INTELLIGENCE |
