Value of Premier League Kit Deals up 32% to 179m Dollars Thanks to Liverpool & Spurs Deals

May 15, 2013

The total value of kit deals in the Premier league has risen dramatically by 32% to £117.3m ($179m) in the 2012-13 season.

The REPUCOM Kit Supplier Report 2012/13 showed that the entrance of North American duo Warrior and Under Armour dramatically increased the value of kit deals in the League.

Warrior, medic who supply Liverpool Football Club and Under Armour, ailment who have a deal with Champions League hopefuls Tottenham Hotspur, have joined the likes of Nike, adidas and Puma in supplying kits to teams in the top-tier of English football.

Andrew Walsh, President for Global Enterprise at REPUCOM said: “The entrance of Warrior and Under Armour in British football has been a real shot in the arm in terms of Premier League clubs‘ kit sponsorship incomes.

“It has added a new dynamic to what was already a fiercely competitive market dominated by traditional sporting goods giants adidas and Nike.

The news comes as little surprise to sponsorship experts, with the figures reported highlighting the power of the Barclays Premier League.

Nigel Currie, Diector at brandRapport told iSportconnect: “Shirt sponsorship deals and kit deals have been undervalued for many years. The growing popularity and reach of the Barclays Premier League has shown just what an attractive global proposition it is.

“Very few other sponsorship opportunities deliver such high levels of global exposure all year round and therefore enable sponsors to commit the appropriate resouces to leveraging their properties to get every possible benefit from them.

Walsh agreed with Currie and added: “The Premier League’s global reach is the key motivator. It’s an irresistible prospect for the world’s top sports merchandise manufacturers.

“Its international appeal means brands can use their partnerships with Premier League clubs to activate and engage consumers not only in the UK, but across Europe, the Americas, Asia-Pacific and Africa.

“Few sports or entertainment properties offer this kind of truly global opportunity and this has insulated the market from the worst effects of the financial climate.”

There are 11 different kit suppliers in the Premier League and they account for nearly two-fifths of the total combined kit deal revenues across European football’s top five leagues; the Premier League, La Liga, Serie A, the Bundesliga and Lique 1.

The amount of replica shirts sold by the 20 Premier League clubs will amount to approximately five million worldwide this season, around one million more than the previous year, despite the REPUCOM report showing that prices have risen by 8.3%.

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