June 27 – A study of shirt sponsorship within LaLiga by sponsorship consultancy Strock found Spain’s top clubs delivered a return on investment of €29 million last season via TV exposure.
Strock data analyses TV audiences of each game and the time that brands appear on screen. The data makes allowances for sponsor visibility in bars, where La Liga estimates that 40% of its audience watches live matches.
The data valued Real Madrid return on investment at €3.36 million Emirates, Barcelona delivered €3.27 million for Rakuten and Atletico Madrid €2.01 million for Plus500.
Rayo Vallecano and Real Sociedad, neither of whom had front-of-shirt sponsors last season, would have delivered €1.09 million and €1.14 million to partners via television.
The report emaphises a shift towards the importance of digital exposure saying: “Social networks have increasingly gained prominence and have greater weight in the total ROI. In the case of the big teams, they generate so much news and have so many followers on social networks that the weight of the parties is diluted in front of the news or social networks.”
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