Shirt Sponsorship ~ How does Spain compare?
The latest report from SPORT + MARKT has been released and below are the Top 6:
1) English Premiership - 20 clubs €128M
2) German Bundesliga - 18 clubs €118.5M
3) Italian Serie A - 20 clubs €65.9M
4) France Ligue 1 - 20 clubs €58.8M
5) Spain's La Liga - 20 clubs €57.5M
6) Holland's Eredivisie - 18 clubs €42M
The English Premiership attracts the most shirt sponsorships, even more than previous leader, the German Bundesliga, according to SPORT + MARKT. The Premier League generates €128M Euros up from €83.5M from prior year. The increase is due to the new Manchester United deal with Aon insurance and Liverpool with Standard Chartered Bank. Each deal is worth €23.6M Euros. The Premier League is viewed as having the most cache and exposure by sponsors.
Previous number one, the German Bundesliga generates €118.5M Euros up from €108.6M which puts them in second place. This includes Bayern Munich's recent deal with Deutsche Bank for 22M Euros.
Italian Serie A's 20 clubs come in third with €65.9M Euros. Both Lazio and Fiorentina do not have shirt sponsors.
France's Ligue 1 comes in 4th place, beating out Spain's La Liga, with €58.8M Euros, now that the betting companies are allowed to sponsor teams in France.
Despite Spain's recent success in the World Cup, European Cup, Champions League and touting the best players in the world, La Liga's 20 clubs only generated €57.5M for their jersey sponsors and ranked in 5th place. Real Madrid has the largest team deal with bwin for €23M Euros. Barcelona does not have a shirt sponsor, they pay UNICEF €1.5M Euros per year. If Barcelona did have a shirt sponsor, projections are that Spain's La Liga would place 3rd.
Holland's Eredivisie occupied 6th place with shirt sponsors to the tune of €42M Euros. The total European sponsorship for the top six leagues has a total value of €470.7M Euros. This is amount has doubled even in today's recession economy. The sponsorship comes from primarily, financial services, insurance companies, betting companies and lottery companies.
Analysts expect this revenue stream to continue to grow in the future and is virtually recession proof. Companies still want to see their name displayed on football jerseys and stars. La Liga continues to lag behind the EPL, Bundesliga, Serie A, and now Ligue 1. This is a shame, as the Spanish teams and league continues to under utilize and exploit revenue streams and opportunities. La Liga may have the best players in the world, the most technical, tactical, and beautiful passing and possession based football, but this really means very little, if you cannot capitalize, sell, and maximize sponsorship opportunities.
Comentarios
4 Comentarios
Mostrando todos los 4 comentarios#4 - 2010-11-15T23:05:26Z
Hola Rayde, couldn't the LFP develop certain marketing or branding on a league wide level such as sponsorships, kit sales etc. For example in the NHL you can buy kits directly from the club or from the league. Another example in MLS is that Adidas sponsors all club kits. Maybe an overall sales approach like the NFL and NHL would help the LFP and La Liga clubs in certain cases. Just a thought.
#3 - 2010-11-15T14:57:35Z
I don't think Barça will change, at least for the mid-term...they gain more brand equity and public awareness (and godwill) by their current UNICEF deal. If it were to be measured, they will for sure overcome the fee they pay UNICEF with marginal revenues from godwill and Worldwide awareness.
The main problem in Spain is that with limited TV exposure (for most of the teams) and with low merchandise culture, a shirt deal doesn't make much sense for great sponsors.
Great piece!
BEst regards,
#2 - 2010-11-06T19:38:46Z
@Javier, I think it is only time for Barca to change their policy like Athletic did a few years back.
#1 - 2010-11-05T02:20:03Z
I knew Barcelona didnt have a sponsor and there was a very big debate about keeping it that way. I wonder if now that the new president is in charge and they need cash flow that will all change.