SPORT+MARKT values the amount brought in by shirt sponsors in England, Italy, Spain, France, Germany and the Netherlands at €395.5 million annually.
However despite new deals for many English Premier League clubs, including an influx of betting partners, the credit crunch has had a greater impact on the UK than other markets resulting in an overall year-on-year drop of €2 million to €83.5 million. This was due primarily to the weakness of the Pound against the Euro.
“With the upcoming record deals of Manchester United and Liverpool next season, the UK will surely catch up with the Bundesliga again,” said Gareth Moore, International Sales Director of SPORT+MARKT. “English top clubs achieve the most lucrative shirt sponsorship deals in the world, but the gap between top and bottom is still significant. The deals of the lower placed teams are at the same level as some top Second Bundesliga deals.”
“Shirt sponsorship guarantees that betting companies reach their target group – football fans. In England, we profit from the global success and popularity of our league which makes it highly attractive for international sponsors.”
The German Bundesliga, Italian Serie A, Spanish La Liga and Dutch Eredivisie all recorded overall gains, but the value of shirt sponsorship in French Ligue 1 fell €12.2 million. In France teams face difficulties in signing partners due to the advertising ban on betting companies and alcoholic beverages.