Germans claim win in shirt sponsorship league
According to a new report from International Marketing Reports, overall primary shirt sponsorship deals have a greater value in the English Premiership, but averaged by club, the Germans just edge it.
For the 2010/11 season, total shirt sponsorship for the Premier League amounted to €128m whereas Bundesliga clubs achieved €121m. However, given that the Premiership has two more clubs, the average deal value was €6.4m compared with €6.72m in Germany.
Report author Simon Rines pointed out that there was much less polarity in German deals than in the UK. The highest price paid in Germany is €26.5m for Bayern Munich's deal with Deutsche Telekom, with the lowest being FC Ausberg's €1m agreement with car components manufacturer AL-KO.
There are, however, very few deals below €3m in Germany and 12 are above €4m. In England the highest deals are for the two Manchester clubs, both on €22m, with the lowest being Blackburn Rovers on zero (charity partner) and Norwich on €0.3m (Aviva). Only nine Premiership clubs achieve more than €4m and 11 achieve less than €3m.
Rines also notes the dependence of Premiership clubs on gambling sponsors with seven betting firms backing clubs.