Premier League tops shirt sponsorship in Europe

October 28, 2010

The English Premier League is this season’s leader in shirt sponsorship revenue amongst the top six European leagues. The EPL’s €128 million revenue leapfrogged the German Bundesliga with a €45 million increase.

According to the 12th edition of the European Jersey Report by global sports marketing consultancy SPORT+MARKT, pharmacy order the combined value of shirt deals across the top six leagues in the continent was up by 18 per cent on last season, reaching an all-time high of €470.7 million.

“Fifteen clubs have improved their revenue from improved jersey sponsorship deals, and three of the five clubs with the most lucrative deals in Europe come from the Premier League,” said SPORT+MARKT UK director Gareth Moore.

English clubs Manchester United and Liverpool boast the highest deals – their new agreements with AON and Standard Chartered respectively are each worth €23.6 million.

Germany and France, second and fourth placed with €118.5 million and €58.8 million respectively, showed impressive increases. France benefited from the liberalisation of its betting market to overtake Spain (€57.5 million), and Germany could be the next market to be boosted by changes in the gambling legislation.

Revenue stalled in Netherlands, which is placed sixth with €42 million, while the Italian Serie A was the only league to post a drop, with shirt sponsorship revenue now standing at €65.9 million. Two of Serie A’s two major clubs – Lazio and Fiorentina – are currently sponsorless however the league remained in the third position.