With major European soccer leagues returning after a months-long hiatus due to COVID-19, lucrative shirt sponsorship deals will again accrue value for brands. The rights to the largest deal in Europe go to LaLiga's Real Madrid, whose shirt deal with Emirates is worth $76M a year until '22. Their Spanish rival, Barcelona, ranks fourth in Europe with a $60M Rakuten deal. In second and third are two giants of English soccer, Manchester United and Manchester City. Man City’s deal with Etihad for $65.2M a season is $3.1M higher than what Chevrolet paid for their deal with Man Utd. Paris Saint-Germain, by far the wealthiest club in France’s Ligue 1, earns $57M a season from Emirates. Juventus, 35-time champions of Italy’s Serie A, rank eighth in Europe with a $46.6M Jeep sponsorship that runs through the '26-27 season. In Germany, Bayern Munich earns $32.7M annually from T-Mobile, $13.1M more than their main rival, Borussia Dortmund, makes from Evonik.
SPORTSATLAS
NOTES: From left to right -- Manchester United, Manchester City, Liverpool, Chelsea, Arsenal, Tottenham, Real Madrid, Atletico Madrid, Barcelona, Paris Saint-Germain, Juventus, AC Milan, Inter Milan, Borussia Dortmund, Bayern Munich. All figures are expressed in $USD. All figures are widely reported/accepted, but values are not officially confirmed by the clubs/sponsors.
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