The Sport+Markt ‘European Jersey Report’ reveals the prices paid in the UK, Germany, Spain, Italy, France, and the Netherlands for the 2007-08 season went up a cumulative 10.6 per cent. Only in France‘s Ligue 1 was there a decline in income from jersey sponsorship.
In the UK total revenue from jersey sponsorship spend for the 2007-08 season was €97.5 million, in Germany the figure was €95.5 million, in Italy €71.8 million, in France €51.0 million, in Spain €50.2 million and in the Netherlands €39.5 million.
The top six club deals in Europe were: Manchester United (AIG - €20.8 million p.a), Bayern Munich (T-Home - €20.0 million p.a), Real Madrid (Bwin - €15.0 million p.a), Chelsea (Samsung - €14.5 million p.a), AC Milan (Bwin - €12.0 million p.a) and Schalke (Gazprom - €12.0 million p.a).
Hartmut Zastrow, executive director of sport+Markt said: “With a 10.6 per cent increase in revenue in the top six European leagues, jersey sponsorship again demonstrates its growing significance.”
“Real Madrid CF and AC Milan are the biggest bargains in Europe! If a prize was awarded for Europe‘s most efficient sponsor, sports betting provider Bwin would currently win. It is a fantastic deal for them to pay a mere €27 million for the two top global brands. Combined, these two great champions are worth between €50 million and €70 million.”
He added that: “English Premier League clubs have improved strongly regarding the marketing of their jerseys. However, the Bundesliga still generates the highest income per team, with an average of €5.3 million per jersey deal.”
“The gap in jersey marketing between big and small clubs is particularly extreme in Spain. The Bundesliga‘s bottom-placed club, Energie Cottbus, would be in eighth position in the Primera División with its jersey income of approx. €1.7 million.”
Of the clubs in the top six European leagues 17 have their kit supplied by Nike, 15 by Umbro, 14 by Adidas, 10 by Puma and 7 by Kappa. Hartmut Zastrow, executive director of sport+Markt said: “With its purchase of Umbro, Nike is clearly number one amongst Europe‘s kit suppliers. The Americans continue their offensive against Adidas in football. However, in my eyes, the German company‘s strategy of focusing on a few major clubs is extremely intelligent.”
