Football Clubs most Profitable Shirt Sponsorship Deals

Hi everyone,
I am having computer problems these days. The Acer Aspire 7730 I had broke down after 1.5 year. Impressive! I pulled out my 6 year old laptop where I cannot open two browser windows. Happy days! first time I bought an Acer laptop, and it’s going to be the last one. So I decided today to pass on to you a fantastic article from The Telegraph about the best club shirt sponsorship deals.

No 1: Barcelona, £25m-a-year, five year deal with Qatar Foundation
Barcelona agree a five-year deal worth €150 m with the Qatar Foundation in Dec 2010, becoming the most expensive deal of its kind in football. After five years paying for the priviledge of having ‘Unicef’ on their shirts, the economic realities of the game have forced the Spanish giants’ hand. Qatar Foundation is a non-profit organisation dedicated to education projects in the Middle East.

No 2: Bayern Munich, £23.6m-a-year, three-year deal with Deutsche Telekom
Europe’s leading telecommunications company extended its commitment as the shirt sponsor of Germany’s most successful club by a further three years until 2013 last November with the deal valued at £71m.

No 3: Manchester United, £20m-a-year, four year deal with Aon
Manchester United secured the most lucrative shirt sponsorship deal in British football when American financial services giant Aon agreed a four-year deal worth £80m in June 2009 which took effect from the start of the 2010/11 campaign. Aon’s deal replaced their previous £14m-a-year deal with AIG.

No 4: Liverpool, £20m-a-year, four year deal with Standard Chartered Bank
Liverpool ended their long-association with Danish beer brand Carlsberg when they signed a four-year deal with Standard Chartered Bank in Sept 2009. The bank, which is listed on the London and Hong Kong stock exchanges, had previously tried to sponsor the club’s fierce rivals Manchester United.

No 5: Real Madrid, £16.8m-a-year, three year deal with BWIN
Real Madrid agreed a deal with betting website BWIN to extend their shirt sponsorship deal until 2013 last September worth $20m a year, $60m over the course of the three-year deal. The Austrian company replaced BenQ in 2007, the German handset business of Taiwan’s BenQ Corp, which went bust.

No 6: Tottenham, £12.5m-a-year, two year deal with Autonomy and Investec
In an innovative move by Tottenham, the north Londoners agreed a shared shirt sponsorship deal with two firms. Spurs agreed a £20m deal with leading software infrastracture company Autonomy, who would sponsor their Premier League shirts, in the summer. They followed this up by agreeing a two-year deal with specialist bank and asset management firm Investec to sponsor their shirts for Champions League and domestic cup competitions.

No 7: Chelsea, £10m-a-year, five year deal with Samsung
Chelsea and Samsung have agreed a new three-year deal when their current deal expires at the end of the season although the value of the deal is not known. The inital deal they struck with the South Korean mobile phone and electronics firm was a lucrative £50m five-year deal back in 2005.

No 8: AC Milan, £10m-a-year, five year deal with Emirates
Emirates announced a new sponsorship deal with Italian giants AC Milan earlier this year. The international airline of the UAE, which has become a global powerhouse for sports sponsorship, revealed the five-year deal worth more than £50m in the presence of Ronaldinho, David Beckham, captain Massimo Ambrosini and then coach Leonardo.

No 9: Manchester City, £7.5m, four year deal with Ethihad Airways
Air Ethihad replaced Thomas Cook to sponsor Manchester City shirts when they agreed a four-year deal worth £30m. The deal, worth £7.5m a year, more than tripled the £2.3m-a-year package they had struck with the British travel company.

No 10: Juventus, £6.7m-a-year, two year deal with Betclic
Juventus agreed a two-year deal initially worth 16 million euros (£13.4m) with further payments to be made depending on results and progress in cup competitions back in February with France Gaming firm, Betclic.

It took me 2h and 43 minutes to edit this post, and still I cannot resize Villa’s picture…..(sighs). I really wanted to share this article with you guys for many reasons. First of, it points out that Barca historical strategy not to have a sponsor on their shirt is……history.

Secondly, some brands are entering the football sponsorship world and will shake up a quite well establish football brands landscape. I think of Aon, Chartered Bank and Autonomy Investec.

It’s not a new trend, but betting and gambling companies are sending the message that they have come to stay. Bwin and Betclic respectively sponsoring Real Madrid and Juventus outline this fact. Strong presence of Middle East brands with Ethihad Airways and Emirates.

I am looking forward to reading SPORT+MARKT next review on the 20 best known european football brands.

On my way to buy a decent laptop. Anything but Acer!!

Thanks for your comments!

Karl Lusbec

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