English Premiership

EPL shirt sponsorship most lucrative in Europe

2016-03-23 17:11
Wayne Rooney (AFP)

London - Shirt sponsorship in Europe's top six leagues is now worth €830 million a year and is on course to top €1 billion within two seasons, according to a study released Wednesday.

The Repucom sports data firm said that English Premier League shirts are the most valuable -- overall deals haven risen from €244 million last season to €330 million in 2015/16.

Overall, shirt deals in England, France, Germany, Italy, Netherlands and Spain have gone from EPL shirt sponsorship most lucrative in €736 million last season to €830 million in 2015/16.

"At its current rate of growth, we expect to see European football shirt sponsorship investment top €1 billion by the 2017/18 season, if not next season," said Jon Stainer, managing director, Repucom UK.

Manchester United signed a $600 million seven year deal with Chevrolet in 2012. Barcelona is reported to be negotiating with Qatar Airways to extend their deal with a similar amount.

Most of the cash to be featured on the front of shirts comes from countries operating outside of the target championship. The United Arab Emirates, with €163 million, is the leading foreign spender. Emirates airline sponsors Real Madrid for an estimated $40 million a year and Etihad airline has its name on Manchester City's.

Germany is the second highest spender across the six championships with €136 million followed by the United States with €87 million, mainly car firms, according to Repucom.

Gambling firms have also become major spenders, accounting for €42 million, the sixth biggest industry, up from 11th biggest.

"For brands, shirt sponsorship consistently returns the highest advertising values," said Stainer.

"The rise of betting companies across the leagues, for example, is something certainly worth noting, especially as we start to see markets like the Netherlands and Germany reduce the restrictions on betting sponsorship."

The travel and tourism industry is the biggest shirt investor on €199 millon in 2016/16, slightly down from €209 million last season.

After the English Premier League, the Bundesliga is the second biggest sponsor market with €168 million, up from €157 million last season.

Sponsorship in Spain's La Liga has dropped from €113 million to €105 this season, according to Repucom. But France's Ligue 1 has risen from €96 million to €103 million.

Italy's Serie A has fallen one million euros to €83 million, and the Netherlands' Eredivisie has fallen one million to €41 million.

Read more on:    english premiership  |  soccer

What To Read Next


Read News24’s Comments Policy

Live Video Streaming
Video Highlights
Sport Talk

29 October 2016
Sunderland v Arsenal, Stadium of Light 13:30
Manchester United v Burnley, Old Trafford 16:00
Middlesbrough v Bournemouth, Riverside Stadium 16:00
West Bromwich Albion v Manchester City, The Hawthorns 16:00
Watford v Hull City, Vicarage Road 16:00
Tottenham Hotspur v Leicester City, White Hart Lane 16:00
Crystal Palace v Liverpool, Selhurst Park 18:30
30 October 2016
Everton v West Ham United, Goodison Park 15:30
Southampton v Chelsea, St. Mary's Stadium 18:00
31 October 2016
Stoke City v Swansea City, Britannia Stadium 22:00
Team P W PTS
Previous Results

Date Home Team Result Away Team

Will Jose Mourinho lead Manchester United to the English Premiership title in 2016/17?

Love 2 Meet
English Premiership flutter

Take Sport24's "expert" tips at your peril...


With the Absa Premiership in full swing, who will be crowned champions when all is said and done? Will Mamelodi Sundowns defend their title? Or can Kaizer Chiefs, Orlando Pirates or Bidvest Wits mount a serious challenge? Stay glued to Sport24 to find out!

Latest blogs

Twitter Follow Sport24 on Twitter

Facebook "Like" Sport24's Facebook page

WIN Enter and win with Sport24!

BlackBerry Stay in the loop on your BlackBerry

RSS Feeds Sport news delivered really simply.

There are new stories on the homepage. Click here to see them.