Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

Premier League Tops Shirt Sponsorships; Bundesliga Gets More Per Team

Primary shirt sponsorship revenue is greater for the Premier League, but individual clubs in Germany's Bundesliga are more lucrative, according to a new report from Int'l Marketing Reports. The '11-12 season saw total shirt sponsorship in the EPL amount to €128M ($162.6M), compared to €121M ($153.7M) for the Bundesliga. However, the 20 Premier League clubs had an average deal value of €6.4M ($8.1M), while the Bundesliga's 18 teams averaged €6.7M ($8.5M) (IMR). In Rio de Janeiro, Emerson Gonçalves reported that "one of the first things observed from the study is the increasing polarity between large and small."

THE REIGN IN SPAIN: This is most notable in Spain's La Liga. Without Barcelona and Real Madrid, the average shirt sponsorship deal for the other 18 clubs would average out at €500,000 ($635,000) instead of the €3.1M ($3.9M) listed when those clubs are included. The top six European clubs are Barcelona with €32M ($40.6M) (Qatar Foundation), Bayern Munich €26.5M ($33.7M) (Deutsche Telekom), Man City €22M ($28M) (Etihad), ManU €22 ($28M) (AON), Real Madrid €21M ($26.7M) (BWin) and Liverpool €20M ($25.4M) (Standard Chartered). The report also found that the "biggest shirt sponsors by number of clubs are the bookmakers." Oddly enough only two (Real Madrid with BWin and Juventus with Betclic) of Europe's top teams are sponsored by such companies. Most of the teams sponsored by such firms are smaller teams in both France and England. The other two industries "with large participation in sponsorships" are financial firms and airline companies (GLOBOESPORTE, 6/20).

For a complete breakdown of the total shirt sponsorship revenue in Europe's top leagues and the average deal per club, see the chart below:

COUNTRY-LEAGUE
 TOTAL REVENUE IN EUROS (MILLIONS)
# OF CLUBS
AVERAGE VALUE PER TEAM
IN EUROS (MILLIONS)
England - Premier League
128
20
6.4
Germany - Bundesliga
121
18
6.7
Italy - Serie A
79
20
4
Spain - La Liga
62
20
3.1
Holland - Eredivise
38.2
18
2.1
France - Ligue 1
30
20
1.5
TOTAL
458.2
116
3.95

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2012/06/21/Marketing-and-Sponsorship/Shirts-Europe.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2012/06/21/Marketing-and-Sponsorship/Shirts-Europe.aspx

CLOSE