By Andrew Warshaw
October 25 – Despite the economic downturn and the squeeze on spending, Europe’s top leagues have collectively broken through the €500 million (£333 million/$650 million) barrier for shirt sponsorship, representing a seven per cent increase, according to Sport+Markt’s latest European Football Jersey Report.
The report from the German sports marketing company, produced in cooperation with Repucom, says the English Premier League has retained its top spot in the rankings with its 20 clubs generating €148.7 million (£119.9 million/$193.4 million) in shirt sponsorship revenue in 2012-2013.
Sport+Markt said continued growth for the leading clubs and new, improved deals for some less prominent sides were major factors in setting the new record, as was the increasing strength of the British pound against the Euro.
“Without doubt, the global reach of the Barclays Premier League is a major driving force,” said Andrew Walsh, President of global enterprise at Sport+Markt.
“Clubs are increasingly looking beyond these shores for lucrative sponsorship deals and even companies for whom the United Kingdom is not a primary market are keen to associate themselves with Premier League teams and tap in to that exposure.
“This is almost a unique phenomenon and it’s not only benefitting the teams at the very top.”
Interestingly, the betting and lottery industries provide the most shirt partners for England’s top-flight clubs, with six separate deals currently in place.
Germany’s Bundesliga maintains its position as the second most lucrative league, reflecting the status of shirt sponsorship there as a crucial tool in the market.
Barcelona’s partnership with Qatar Foundation (pictured above) is currently the most lucrative individual shirt sponsorship, with Manchester United (pictured top, left), Liverpool (pictured top, right), Real Madrid and Bayern Munich making up the top five.
With revenues being strictly monitored in other sectors, shirt sponsorship clearly remains on a sound footing.
“This season we’ve seen record spending take place in Italy, England, Germany, and Spain which, considering the financial conditions across much of Europe, is really remarkable,” said Walsh.
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