Business Directory

Browse the Directory

Sign Up to the Directory

FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

Foreign Investment Fuels Rise Shirt Sponsorship Revenues

Tue 24th Feb 2015 | Football Sponsorship

Premier League clubs have seen a 36% rise in shirt sponsorship income according to research by Repucom.

The report by Repucom released today, shows the total annual income from shirt sponsorship for the six European leagues analysed now amounts to over €687m, an increase of over 20% on the 2013/14 season (€570m).

The report also shows that the Premier League has seen a 36% rise in income on the previous season, driven largely by Chevrolet’s deal with Manchester United, worth at least $70m per year (€54m).

Spain’s Primera División (+30%), Italy’s Serie A (+21%), France’s Ligue 1 (+13%) and Germany’s Bundesliga (+9%) have also all seen rises. Only the Netherlands' Eredivisie saw a decrease, dropping slightly by 5% to a shirt sponsorship income value worth €42m for the 2014/15 season.

It is increasingly foreign investment which is fuelling this rise in revenue, most notably that from the Middle East. Approximately €160m has been spent by United Arab Emirates (UAE) and Qatar based companies this season alone.

The UAE maintains its position as the single biggest shirt sponsorship investor of Europe’s top six leagues, ahead of the German market which had dominated this field for well over a decade. This season, revenues from German companies amount to €112m across the continent’s top leagues, followed closely by another foreign investor which has also recently sprung to prominence, the US, with approximately €82m.

Glenn Lovett, president of global strategy, Repucom, said: “The rise in foreign money in European football is nothing new however investment in shirt sponsorship is increasing more rapidly than ever. With investment in 2014/15 growing 20% over last season, the investment in shirt sponsorship has increased faster than at any time in the last 15 years.

“As such, we are seeing a greater need from current brands, rights holders and broadcasters operating throughout European football to better understand the benefits and opportunities this presents.

“Foreign investment is big business but it is vital to understand how organisations can benefit. Our approach to helping these key stakeholders understand the benefits is to ensure we provide both data driven market intelligence as well as consulting services to ensure deeper insights and relevant and actionable recommendations result.”

In terms of the percentage of income from foreign companies, the Primera División tops the table. 86% of all revenue spent on shirt sponsorship in the league comes from outside of Spain.

The Premier League (75%) and French Ligue 1 (68%) also receive over half of their shirt sponsorship income from foreign investors. Italy’s Serie A is not far behind with a 47% share of revenue coming from overseas investors, whilst the German Bundesliga (24%) and Eredivisie (19%) remain examples of strong domestic shirt sponsorship markets.

Aside from football’s European powerhouse, the MLS in the US is starting to attract big business too. This season, shirt sponsorship of MLS clubs amounts to $55.8m, approximately €45m, making it larger in terms of revenue than the Netherlands’ Eredivisie (€42m).

Repucom’s European Football Jersey Report 2014/2015 is now available. Click here to find out more

Image: Action Images via Reuters / Matthew Childs 

Posted by: Aaron Gourley 



If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk  

To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Manchester City Women Sign Hays Recruitment Partnership

Fri 21st Apr 2017 | Football Sponsorship

Hays is expanding its already strong relationship with City Football Group by becoming the Official Recruitment Partner of double title winning side Manchester City Women’s FC. Manchester City...

Liverpool Ladies FC Announce First Shirt Sponsorship Deal

Wed 19th Apr 2017 | Football Sponsorship

Liverpool Ladies Football Club has announced a new shirt sponsorship deal with women’s beauty and cosmetics company, Avon Products Inc, ahead of the WSL Spring Series. The three-year deal is the...

Southampton FC Partners With TLCBET

Tue 18th Apr 2017 | Football Sponsorship

Southampton Football Club has announced TLCBET as its Official Asia Betting Partner and Official Global Casino Partner for the remainder of the 2016/17 Premier League season, as well as the following...

Hisense Becomes Official 2018 FIFA World Cup Sponsor

Thu 6th Apr 2017 | Football Sponsorship

Hisense has become an official sponsor of the 2018 FIFA World Cup, becoming the first-ever Chinese consumer electronics brand to sponsor the tournament. As an Official FIFA World Cup Sponsor, Hisense...