Article Taxonomy: Shirt Sponsorship

Football sponsorship booms

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International sports federations receive more than $2 billion per year in sponsorship according to the latest research from Sponsorship Today with football way out in front.

Report author Simon Rines noted, ‘The report shows that Uefa, Fifa and the IOC account for half of all federation sponsorship income.  Similarly, soccer federations such as Uefa, Fifa, AFC (Asia), Conmebol (South America) and CAF (Africa) also account for 50% of global federatiion sponsorship income.’

Club football in Brazil booms

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Brazil’s top football clubs earned revenue of $1bn in the 2011 season, up nearly 30 per cent from a year earlier, as they gained a greater share of income from television rights.  They have been helped by the rise of pay TV in Brazil with clubs now drawing 26 per cent of their income from TV rights.

This sudden increase in wealth is allowing Brazilian clubs to persuade more top talent to stay at home and to draw some players back from overseas.   A rising middle class is producing rapid growth in telecoms, media and the entertainment industries.

Arsenal will splash the cash – eventually

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Arsenal’s new sponsorship deal with Emirates Airlines will enable the club to spend on player retention and acquisitions, but the real action is not expected to occur until the summer transfer window.  Arsenal’s kit deal with Nike expires in 2014 and they are expected to sign a lucrative new deal with Adidas which should further boost the funds available to them.

Football still top for sponsorship

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Football still remains the most sponsored sport in terms of the sums of money paid out.  The figures suggest that it earned $2714m in 2011, followed by the Olympics at $1275m.   American football earned $1085m, followed by Formula 1 and NASCAR racing at just under $600m each.   Companies from emerging countries are increasingly getting into sponsorship.

Wonga row rumbles on

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The row over Newcastle United’s sponsorship by payday loan company Wonga rumbles on, although at the end of the day the deal is likely to stay in place.  

The Magpies may have suffered some reputational damage, although that is nothing new for them off the pitch under the present regime, but Wonga have got loads of free publicity.   If no one had heard of them before, they certainly have now, although the downside may be increased scrutiny of their business.

Magpies get the Wonga

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Some Newcastle United fans are unhappy about the lucrative new shirt sponsorship deal the club has concluded with Wonga, the short-term loan company that has been criticised over its high interest rates.   Blackpool and Hearts already have deals with Wonga, but Blackpool has a slightly raffish air while Hearts has encountered serious financial problems.   Newcastle is an established and major top flight club.

Shirt sponsorship challenge for Uefa

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This article has been written by Simon Hines of Sponsorship Today:


In the season 2011/12 the average shirt deal in France’s Ligue 1 was estimated at €1.5m per season with Betclic topping the league at €5.5m with its Olympic Marseille sponsorship. Paris Saint-Germain (PSG) was reportedly earning €4.9m from Emirates whereas OGC Nice had no shirt sponsor. If news reports are to be believed, a Qatari bank is close to finalising a deal worth €100m per year for shirt and stadium naming rights to PSG.

Chelsea extend shirt deal

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Chelsea have renewed their shirt sponsorship with Samsung until the end of the 2014-15 season.  The deal is said to be worth about £18m a year.  However, that is dwarfed by the £50m annually that Manchester United agreed this summer to have General Motors, the makers of Chevrolet, as their shirt sponsor from 2014-15.