Clubs Could Improve Sponsorship Income - 21/10/2007

A study by International Marketing Reports suggests that some clubs could boost their sponsorship income. The author of the report, Simon Rines, believes that the polarity emerging in sponsorship fees is not necessarily justified in terms of what is delivered. He commented, 'If you take Manchester United in the English premiership, it earns a reported £15m a year from AIG. Despite the club's global recognition and fan base, it is difficult to argue that it delivers 15 times more value than some of those premiership clubs that receive only £1, per year. It shows that many clubs are failing to market themselves professionally and that brands do have the money and willingness to spend it when they see value.' The report, Business Through Sport 2007, reveals that the biggest investor in football in Europe is Deutsche Telecom which spends an estimated €70 million a year, although it is the relatively unglamorous West Bromwich Albion that benefits in Britain. Britain's biggest sponsor is Vodafone which spends an estimated €70m a year across Europe.