By Paul Nicholson
May 15 – The value of kit deals in the English Premier League has jumped a massive 32%, while the cost of a replica shirt in England has risen 8.3% but is still the lowest priced on average in comparison to Europe’s other major leagues, according to a report released today.
The REPUCOM Kit Supplier Report 2012/13 paints a healthy picture of kit supply deals across Europe, and not just in the top leagues and big clubs. In the English Premier League there are currently 11 different suppliers.
The increase in value is attributed to the entrance of alternative kit supplier from the US, and particularly Warrior and Under Armour, who have aggressively targeted European markets and the big clubs for the first time. Warrior’s deal with Liverpool is a first for them in football. Under Armour – who already had partnerships with clubs in Germany, France, Greece, Ireland, Italy, Spain and Sweden – signed their biggest deal to date with Tottenham Hotspur.
The traditional apparel giants of Nike, adidas and Puma have continued to invest heavily in the market, according to the report.
“The entrance of Warrior and the growth in Under Armour’s investment in British football has been a real shot in the arm in terms of Premier League clubs’ kit sponsorship incomes,” said Andrew Walsh, President – Global Enterprise at REPUCOM.
The total value of Premier League clubs’ kit supply contracts has increased to £117.3 million for 2012/13. It accounts for almost two-fifths of the total combined kit deal revenues across Europe’s top five leagues, which this season nears £315 million. Premier League clubs earn an average of £6 million per year from kit supply deals, also up on last year. These figures are for license fees only and do not take into account income from shirt sales.
“Across Europe, we’re seeing the relationships between the top clubs and their kit suppliers growing from purely branding of the kit to more profound, strategic partnerships,” said Dr Peter Rohlmann of PR Marketing, who collaborated on the report.
Looking at the top five leagues, only Italy’s Serie A has shown a backward step, down 1% on the previous year. In contrast the English Premier League is up 32%, as is Ligue 1 in France. Germany’s Bundesliga is up 18% and Spain’s Primera Liga up 9%. Overall that is an increase of 18% across Europe.
Within these figures the economic power of the Premier League continues to stand out, generating €60 million more per year more from kit supply contracts than second highest revenue league (Spain). In that sense, the gap between countries increased on the previous season.
The attractiveness of Premier League clubs when it comes to winning kit sponsorship deals is predominantly down to the volume of replica shirts they sell. This season, the league’s 20 clubs will sell a combined total of about 5 million jerseys worldwide.
That is an increase of about one million on 2011/12, and more than double the number of replica jerseys sold by Germany’s 18 Bundesliga sides. However, with two German sides in the Champions League final and a growing international presence for the Bundesliga, it can be expected that the increased recognition will grow the german share of the market.
Shirt prices have been rising across Europe, but the Premier League still comes out cheapest in a comparison of the top five leagues (England, Germany, France, Italy and Spain). The average price of a Premier League club jersey is £47.60, compared to £61 for a Serie A equivalent.
Contact the writer of this story at moc.l1734800675labto1734800675ofdlr1734800675owedi1734800675sni@n1734800675osloh1734800675cin.l1734800675uap1734800675