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Top 11 biggest football shirt sponsorship deals in 2024

Published at :February 3, 2024 at 2:43 PM
Modified at :February 3, 2024 at 2:45 PM
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Rajat Chhajta

Spanish and English giants dominate the list with most known and wealthy sponsors.

The status of football as the biggest sport globally makes it the next destination for Investors and firms who wish to expand their market to the large crowd they would get. This has led to heavy competition and caused the sponsorship fees to skyrocket One of the reasons for the fee for shirt sponsorships to increase is the popularity of the football team in question.

For example, teams like Real Madrid, Barcelona, and Manchester United would cost more due to their large global following. From beverage brands, airlines, sports firms, and the money market, let’s take a look at the 11 biggest football shirt sponsorship deals in 2024:

11. Tottenham Hotspur (AIA – €45 Million Euros)

Tottenham Hotspur signed a lucrative shirt sponsorship deal with AIA Insurance worth 320 million pounds until 2027. The partnership saw the North London club rub shoulders with other Premier League teams off the pitch. The deal is valued at around 40 million pounds annually which is additional funding for the club following their 1 billion pounds New Tottenham Hotspur stadium project. Life insurance company, AIA, has been Spurs’ shirt sponsors since 2013. The deal was extended in 2019 till 2027.

10. Arsenal (Fly Emirates – €45 million)

Arsenal’s partnership with Emirates Airlines goes a long way back as the airline company majorly financed the construction of the Emirates Stadium. The Premier League club has worn the company’s name on its front shirt since the 2006/2007 season. The Gunners announced an extension of the shirt sponsorship with Emirates worth £40m, which runs until the end of 2024.

Apart from the jersey partnerships with Emirates, the Company also has the naming rights to the club’s stadium, which is currently known as the Emirates stadium. Mikel Arteta has transformed the squad to genuine Premier League title contenders. Emirates is a United Arab Emirates-based airline that has been one of the leading sponsors of sports teams, including Real Madrid, Olympique Lyon, Hamburger SV, etc.

9. Bayern Munich (T-Mobile – €50 million)

Mobile phone company, T-Mobile, has served as the shirt sponsor for German Bundesliga giants Bayern Munich since 2002. The two parties agreed to extend their partnership until 2027 for 50 million euros, according to Sports Media Pro.

The new deal is an upgrade from the previous agreement, which will see the German giants earn an additional fee of five million euros. T-Mobile (Deutsche Telekom AG) is one of the biggest telecom providers in Europe. The company provides high-speed internet connection like 5G. It has markets in the United Kingdom and the United States.

Despite the Bundesliga facing fierce competition from leagues like La Liga and the Premier League, Bayern Munich remains a commercial club. The club’s commercial revenue reached a staggering 345.2 million euros ($342.2 million) in 2021, surpassing renowned clubs such as Paris Saint-Germain and Real Madrid. While Audi, Adidas, and Allianz hold an 8.33% stake in the club, Deutsche Telekom is recognized as a strategic partner rather than a mere sponsor.

8. Juventus (Jeep – €51 million Euros)

Negotiations for a contract renewal or the pursuit of a new major sponsor will be crucial in maintaining Juventus’ financial strength. The Italian club and the automaker decided to renew the shirt sponsorship until 2024. The Italian giants had earned over 100 million dollars from the partnership with Jeep in previous years, along with other companies like Adidas and Cygames.

Juventus football club and Jeep are controlled by Exor, the Dutch holding company owned by the Agnelli family. Thus, there’s a mutual relationship between the two sides. In December 2020, Juventus inked an agreement with Jeep, valued at $53.1 million per year. This landmark partnership catapulted them into the ranks of the world’s top clubs with the highest kit sponsorship deals, as reported by Forbes.

7. Liverpool FC (Standard Chartered – €53.5 million)

Liverpool FC and Standard Chartered announced the extension of their partnership until 2027, which brings the overall deal since 2010 to seventeen seasons. According to the club’s official website, the extension includes the Liverpool men’s and women’s teams. Among their roster of sponsors, Standard Chartered Bank’s deal with Liverpool Club is one of the highest shirt sponsorships in football. This partnership is valued at an impressive $53.50 million per year.

Standard Chartered is a British multinational bank with a strong presence worldwide, especially in Asia, Africa, and the Middle East. Considering Liverpool’s popularity worldwide, the company aims to reach more customers and cover more territories by extending the deal. According to GlobalData’s report, Liverpool’s highest-spending sponsors include Standard Chartered Bank, NIKE, AXA, Expedia, and Carlsberg, among others.

6. Manchester City (Etihad Airways — €55 million)

Manchester City is one of the highest earners in the Premier League in the area of shirt sponsorships. In a partnership that began in 2015, City earns €55 million each season from Etihad Airways, and the lucrative sponsorship deal even saw the airline giant acquire the naming rights for Manchester City’s stadium.

Man City and Etihad Airways struck a deal worth £400 million for ten years, according to Forbes. They are the second football club with the most expensive shirt sponsorship deal in the Premier League. The national airline of the United Arab Emirates is one of the largest airlines globally. Etihad’s deal with Man City has always been a subject of controversy as critics believe that the figures are regularly inflated.

5. Manchester United (TeamViewer — €55 million)

Marcus Rashford Manchester United
Manchester United signed a new shirt sponsorship agreement with German company TeamViewer in 2021

Man United signed a new shirt sponsorship agreement with German company TeamViewer in 2021. The deal, which began in 2021, runs until 2026, when the contract will end. After their contract with Chevrolet ended in 2021, Manchester United announced a new €55m shirt sponsorship deal with TeamViewer — which is currently the most expensive deal in the Premier League. According to Sky Sports, the deal is worth £55m per year with an overall value worth £235m for five years. TeamViewer’s deal with United is also expected to provide the club with remote connectivity solutions.

On the Business side, the company has benefited a lot from the agreement. Manchester United is a global brand and is one of the most popular teams globally, behind FC Barcelona and Real Madrid. The partnership would boost TeamViewer’s global reach, which is expected to increase its revenue significantly. They also have world-recognized names playing for them which drives the sale of their sports gears. Manchester United have started to rediscover their form under Erik Ten Hag and recently won the Carabao Cup.

4. Barcelona (Spotify – €57 million)

Barcelona, who have been battling a financial crisis, finally landed a lucrative shirt sponsorship deal with music streaming giant Spotify. Barcelona and Spotify signed a mega deal with the club’s jersey and the stadium’s naming rights, now called the Spotify Camp Nou. According to Mundo Deportivo and Sport via Marca, Barcelona’s shirt sponsorship deal with Spotify is worth 57.5m euros annually.

The figure is also expected to rise to 60m euros, which brings the overall figure to 240m euros over the four seasons. As additional income, the Blaugrana will earn 5m euros for three seasons due to the company’s sponsorship of the club’s training kits. The deal also includes numerous pacts, but the most notable is the renaming of Barca’s iconic stadium to Spotify Camp Nou.

The Barcelona-Spotify shirt deal is a unique and innovative partnership that showcases the changing landscape of football sponsorship and highlights the importance of music and entertainment in the world of football. As part of their sponsorship deal with Spotify, Barcelona started featuring certain artists on their shirt, as was the case with Drake in the first El Clasico of the 2022-23 season.

3. Paris Saint-Germain (Qatar Airways — €65 million)

Lee Kang-in PSG
Qatar Airways became the new official front-jersey sponsor of PSG, starting with the 2022-23 football season

Qatari state-owned PSG have a lot of lucrative sponsorship deals, however, there shirt sponsorship deal is with Qatar Airways. On June 29 2022, PSG announced Qatar Airways had become the new official front-jersey sponsor of the Parisian club, starting with the 2022-23 football season. This sponsorship marked new phase in the relationship between the French capital club and the leading global airline.

It was reported that Qatar Airways paid €65 million per year for this deal. Paris has been one of the go-to destinations for companies due to its popularity. The company is expected to benefit from exposure due to the team’s popularity and the presence of top players like Kylian Mbappé, Neymar in the team. In April 2022, PSG also revealed their new kit partner as GOAT. The sneaker and apparel marketplace’s logo is set to appear on the left sleeve of the team’s jerseys, which will be worn by their star-studded roster.

2. Real Madrid (Fly Emirates — €70 million)

Top 10 biggest football shirt sponsorship deals in 2023
Real Madrid have great commercial value and brand identity.

Real Madrid are one of the biggest clubs in the world and have great commercial value and brand identity. They are one of the football clubs with the most trophies in the world. It’s not surprising that they have the most expensive shirt sponsorship deal in the world. Real Madrid is the highest earner in Jersey sponsorship globally. The club extended its partnership with Emirates Airlines in 2022 for another four years, worth €70 million annually.

The partnership between the Los Blancos and the United Arab Emirates-based airline company dates back to 2013, when the company signed the partnership to replace Bwin.

Apart from the deal with Real Madrid, Emirates is one of the global leaders in sports sponsorship and currently partners with teams like Arsenal, Hamburger SV, Olympique Lyon, etc. It is part of their lucrative contract with Emirates Airlines. The deal is worth about €70m per season, and the union has been successful as Madrid have dominated European football in that period, winning 5 UEFA Champions League titles.

1. Real Madrid (HP— €70 million)

Real Madrid and HP signed a global technology sponsorship agreement during the 2023-24 season at an event held at Real Madrid City. As part of this partnership, HP will become the first brand in the club’s 121-year history to carry its logo on the sleeve of the Real Madrid shirt, both in the men’s and women’s first football teams and in the reserves.

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