Manchester United have emerged as the top club in terms of sponsorship revenue among top five football leagues in Europe.
The revelation comes from the latest study by media company CSM Sport & Entertainment that analysed sponsorship deals spanning across the Europe’s Big five professional football leagues – Premier League, Bundesliga, LaLiga, Serie A and Ligue 1.
Manchester United topped the club-by-club list, generating €269 million-a-year (US$308.7 million) from 68 commercial deals. Spanish champions Barcelona were close behind, with an annual income of €261 million (US$291.5 million) – the only other club to generate more than €200 million (US$229.5 million).
ManU atop the list does not come as a surprise considering that the club has signed that most expensive $1.3 billionkit sponsorship deal with Adidas. The club also has the most expensive sleeve deal with Kohler that reportedly $27.5 million per season.
European heavyweights Bayern Munich and Real Madrid lead a quartet of English clubs (Chelsea, Manchester City, Arsenal and Liverpool) in revenue, while the top ten was rounded off by the current champions of the French andItalian top division leagues – Paris Saint-Germain and Juventus.
Borussia Dortmund, in the 11th place, completed CSM’s top sponsorship list, despite having more sponsor deals than any of the top ten clubs with 71 bands – generating just €80 million-per-year (US$91.8 million).
Premier League has a biggest share in the European football club sponsorship revenue with its team forming half of the top ten lists and raking in over €1.2 billion ($1.37 billion) a year from 440 sponsorship agreements.
Teams in Bundesliga make the most deals in Europe with 617, which places the league second in Europe, but a low price-by-deal ratio sees these only generate €734.7 million ($843 million) in income.
In contrast, LaLiga top clubs in spite of having fewer deals (363) than leagues in Germany and Italy creates €678.5 million ($778.6 million) worth of revenue.
Serie A generates the least money per sponsorship deal, making €439.3 million ($504.1 million) from 547 agreements.
Ligue 1, the top division of French soccer, generates €357.8 million ($410.6 million) from 306 deals, with the champions Paris Saint-Germain making up €112 million ($128.5 million) of that figure – almost a third of the entire league.
The top 11 Individual sectors were also ranked – with the financial sector investing the most money across the top five European leagues with €314 million ($360.2 million). The automotive sector invests €305 million ($349.8 million), albeit from considerably fewer agreements – 55 – compared to the 129 from financial companies.
Airlines are third, contributing the most per agreement, with €266 million ($305.1 million) worth of investments making up just 22 agreements – a rate of just over €12 million ($13.7 million) a deal.
The rest of the top 11 list is made up of bookmakers, breweries, energy firms, telecommunications, tyre companies, hardware, insurance and food sectors.
When sorted by specific brands, airline Fly Emirates – which is the shirt sponsor of three clubs in the top ten – invests €178 million ($204.1 million) in sponsorship deals. That figure is over double that of second-placed gas company Gazprom, which only invests €80 million ($91.7 million). Carmaker Nissan is joined by beer brand Heineken and gaming brand Playstation 4 in the top five.
Manchester United’s shirt sponsor deal with Chevrolet is the car brand’s only soccer deal – yet the €60 million-per-year ($68.8 million) agreement leaves the brand seventh on the list.9
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