Front-of-Shirt Sponsorship Trends in Europe’s Top 5 Soccer Leagues

In the 2023/24 season, English Premier League clubs raked in over £350 million from front-of-shirt sponsorships alone. Initially, modest agreements with local businesses have evolved into multi-million-euro deals with global brands. As television rights expanded and the global soccer fanbase grew, so did the value of having a brand displayed prominently on the team’s jerseys.

Today, these sponsorships are not just about brand visibility but also about strategic partnerships that align with the club’s values, audience engagement, and, for sure, partners’ marketing targets. For this reason, teams collaborate with many brands from different industries: you may notice the logo of an airline, streaming service, computer software, or sportsbook software provider.

The Role of Front-of-Shirt Sponsorship

Events for a wide audience, such as sports championships, are one of the easiest ways to advertise to a large number of people. Just think: annually the UEFA Champions League attracts more than 400 million viewers around the world. This means that placing advertising on the teams’ jerseys provides unparalleled visibility, global reach, and enhances the prestige of brands.

In addition, front-of-shirt sponsorship deals are vital for the sustainability and growth of soccer clubs. The partnerships fund critical areas such as player transfers, wages, and overall operations. For example, the collaboration with TeamViewer alone significantly bolstered Manchester United’s budget, bringing the team more than $59 million in the 2021/22 season. 

This 2023/24 season Manchester United has concluded agreements with 41 brands. The total income from sponsors amounts to about $245 million, of which 70% comes from the top five partners – Adidas, TeamViewer, Tezos, DXC Technology, and Chevrolet. 

Front-of-shirt sponsorships can range from a few million to tens of millions of dollars per year, depending on many points including the club’s marketability, popularity, and reach. A partnership with a globally recognized team like Arsenal not only elevates brand visibility but also fosters loyalty and trust among the club’s passionate fanbase.

Social media amplifies this reach even further. Clubs like Manchester City and Liverpool each boast over 45 million followers on Instagram alone. Continuous engagement of the loyal audience provides numerous opportunities for sponsors.

Overview of Top 5 European Leagues

English Premier League (EPL)

The English Premier League stands at the forefront of global soccer, driven not only by its competitive prowess but also by its lucrative front-of-shirt sponsorship deals. Manchester City leads the pack with their landmark deal with Etihad Airways, setting the bar as the most lucrative sponsorship in the 2023-2024 season bringing $1.5 billion. 

In terms of industry focus, the gambling sector includes 8 sponsors and emerges as the most active, securing the highest number of sponsorship deals within the league. Meanwhile, the financial services sector represented by 5 companies leads in terms of income.

German Bundesliga

The total sponsorship revenue of the German Bundesliga is expected to be approximately $1.2 billion this year, which indicates the league maintains a robust appeal to both local and international sponsors. Bayern Munich is an example of partnership stability and the ability to sustain lucrative, long-term partnerships. It is primarily about the deal with Deutsche Telekom, which has been a partner of the team since 2002. This season the partnership brought Bayern Munich $54.4 million.

About half of all sponsorships are represented by sports and entertainment industries, followed by technology at 18%. Along with Deutsche Telekom, Milka, and Nike, the list of German Bundesliga sponsors includes Tipico in gambling & betting.

Spanish La Liga

Being one of the most successful Leagues, no wonder it attracts a tremendous amount of sponsors. According to the statistics of the 2023/24 season, LaLiga is estimated to earn over $905 million with sponsorships.

Notable deals, like Real Madrid’s enduring $70 million annual partnership with Emirates, prove the league’s ability to attract top-tier sponsors. Meanwhile, FC Barcelona, not to be outdone, has secured partnerships with well-known brands like Rakuten. This deal is valued at an impressive €55 million annually.

Market dynamics in La Liga are shaped by the presence of global soccer icons, influencing both sponsorship values and the league’s commercial appeal. The majority of partnerships are in telecommunication and finance – about 30% of all Spanish sponsorships including such brands as DIGI, Finetwork, and Kutxabank. Starting from the 2020-21 season, the Spanish La Liga has refused to partner with betting companies.

Italian Serie A

Italy’s premier professional soccer league is projected to generate an impressive $603 million in the 2023/24 season. The business and consumer services sector is the most active, accounting for 9% of the deals. The financial services and cryptocurrency sectors are also prominent, reflecting the growing trend of digital financial solutions and an impending ban on sponsorships with gambling companies.

AC Milan stands out for its longstanding relationship with Emirates. This partnership began in 2007 when Emirates became the club’s official airline. In the 2023/24 season, this partnership amounts to around $32 million. Another notable partnership in Serie A is with Paramount+, the streaming service that has secured a significant presence in the league. Jeep also remains a prominent sponsor, particularly through its association with Juventus, which has been a major driving force in the team’s branding and marketing efforts.

French Ligue 1

The estimated annual revenue of French Ligue 1 is $45.5 million, which makes it the 5th richest football league in the world. The most significant sponsorship deal is with Uber Eats, which contributes approximately $19.7 million annually. Other notable deals include partnerships with betting, food, and retail brands.

Trends in European Soccer Sponsorship

Leading front-of-shirt sponsors of European soccer Leagues predominantly come from the financial services, travel, and tourism sectors. However, betting brands are still playing a considerable role in sponsoring the leagues. In 2023, front-of-shirt partnerships from gambling services brought the “Big Five” a total of $128.32 million.

For instance, in the English Premier League, betting brands account for 35% of shirt sponsorship deals in the 2023/24 season, with total investments nearing $72 million. What is more, gambling sponsors are present across many top leagues including also Germany, France, as well as the Netherlands, Portugal, Scotland, and Belgium.

However, the next two seasons will likely be the last front-of-shirt partnerships for many gambling and betting due to a ban on gambling advertising set to be implemented in 2026. It is anticipated that cryptocurrency markets will replace gambling brands as front-of-shirt sponsors in the 2026/27 season.