Group Created with Sketch.
Volume 6 No. 212

Marketing and Sponsorship

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
Country Average Jersey Price Difference To '11-12
Bundesliga Germany
£59.10 ($90.20)
Premier League
£47.60 ($72.60)
Serie A
£61 ($93)
La Liga
£54.60 ($83.30)
Ligue 1
£57.40 ($87.60)
Europe's Top 5 £57.02 ($87)

PepsiCo-Jordan has renewed its exclusive sponsorship of the Jordan FA in a signing ceremony. In the three-year agreement, PepsiCo-Jordan has renewed its sponsorship of JFA's activities, as well as the PepsiCo Football League for the Gifted and national football teams which fall under PepsiCo-Jordan’s support to the Prince Ali Centers. The sponsorship also positions Pepsi and Aquafina as the official beverages for JFA and the national teams. PepsiCo-Jordan will continue to support the Prince Ali Centers' trainings and activities under this partnership, which include the annual festival, as well as all Prince Ali Centers across the Kingdom which have grown to encompass 28 centers. PepsiCo-Jordan will also continue to sponsor all male and female national football teams within different age groups (PepsiCo-Jordan).

Australian National Rugby League team South Sydney Rabbitohs "will part ways with major home sponsor The Star at the end of the season" to link with billionaire James Packer and his Crown organization, according to Michael Chammas of the SYDNEY MORNING HERALD. The sponsorship change comes as Crown and Echo Entertainment -- the parent company of The Star -- "grapple for control of Sydney's lucrative casino market." Crown CEO Packer, a close friend of Rabbitohs Owner Russell Crowe, "jumped on the opportunity to substitute the rival casino's logo with that of his own." The Crown Resorts emblem "will be on the front of Souths jerseys for the next three seasons" in a deal believed to be worth A$1M ($990,200) a year. The club said the plans for a world-class resort at the Barangaroo site in Sydney, at which Packer is lobbying to build a A$1B hotel and casino, "will provide opportunities for the Rabbitohs to be involved in Crown's Indigenous employment and training programs through its charity and community arm of the Club, Souths Cares" (SMH, 5/14).

Italian car manufacturer Alfa Romeo "has agreed to a new partnership deal with the Monza circuit," home of the Italian F1 Grand Prix. The "new partnership contract between Alfa Romeo and racetrack operator SIAS runs for two years" until the end of '14 (MOTOR EXCLUSIVE, 5/14). ... The Association of Sports Sponsorship Providers (VSA) has decided at its membership meeting on May 10 that DSV Marketing, the marketing company of the German Ski Federation (DSV), will become its 12th member on June 1 (VSA). ... Dutch Eredivisie club FC Groningen "has agreed a four-year extension to its main sponsorship with energy firm Essent." Essent is "set to continue its efforts to promote the team as the country's most environmentally friendly outfit." The existing three-year deal between the two parties "was due to expire" following the end of the '13-14 season, but has now been extended until the middle of '17. Essent "acts as Groningen's shirt sponsor and also enjoys prominent branding in its Euroborg stadium" (SOCCEREX, 5/14). ... Thai badminton club Banthongyod is "getting financial support" from Thai brewery Singha Corporation. The club, which is also a badminton school, Monday signed a contract with Singha, "which will cover the expense of sending its players to participate in overseas tournaments, such as air tickets and accommodation fees" (BANGKOK POST, 5/14). ... Mahindra Two Wheelers Ltd. "is an associate sponsor of the Rajasthan Royals cricket team" for the '13 edition of the Pepsi Indian Premier League. With this association, "the Rajasthan Royals players will be sporting Mahindra Pantero motorcycle branding on the trouser of the leading leg" (INDIAN SPORTS NEWS, 5/14). ... Nutrition company Herbalife UK "has become the official nutrition partner to the Ospreys." The deal "is the first time the firm has entered into a relationship with a professional rugby team," and will also see its name appear on the collar of the Ospreys jersey, which is the second best-selling in the U.K. (THIS IS SOUTH WALES, 5/11). ... GOL Linhas Aereas Inteligentes S.A., the largest low-cost and low-fare airline in Latin America, is the official airline for Brazil's national football team. The company signed an exclusive agreement with the Brazilian Football Confederation (CBF). Over the next four years, GOL will carry the delegations participating in the games of Brazil's Cup, Brazilian Championship and Brazil's national football team (GOL).