The jersey sponsorship is an important part of professional football and has become a significant industry in recent years. The main source of income for most football clubs is no longer solely ticket and merchandise sales, but also revenues from jersey sponsorship. This trend has gained importance throughout the football industry in recent years and demonstrates how important sponsorship can be for the financial stability and success of a football club.
Jersey sponsorship in football has changed and developed significantly in recent years. Previously, it was mainly local and regional companies that acted as jersey sponsors. Nowadays, more and more international corporations can be seen on the jerseys of top clubs. But states also use the sponsorship of football clubs as an instrument of so-called sports washing.
Sportwashing is a concept in which a state tries to improve its public perception by financing sports events or sports clubs to distract from political or human rights issues. For example, states such as Qatar and Abu Dhabi have made massive investments in European football in recent years by buying clubs such as Paris Saint-Germain and Manchester City.
Sponsorship in Football: These 10 clubs receive the Most
Real Madrid - Emirates - €70.00 million
PSG - Accor - €65.00 million
Barcelona - Spotify - €57.50 million
Manchester United - TeamViewer - €55.00 million
Manchester City - Etihad Airways - €55.00 million
Liverpool - Standard Chartered - €47.50 million
Chelsea - Three - €47.50 million
Arsenal - Emirates - €47.50 million
Tottenham Hotspur - AIA - €47.50 million
Bayern Munich - Deutsche Telekom - €45.00 million
The following table shows the main sponsors of the 2021/22 season in the German football league, Bundesliga. The list is led by VfL Wolfsburg, which was sponsored by Volkswagen with 70 million euros. FC Bayern Munich follows with a sponsorship contract worth 45 million euros with Telekom, while Borussia Dortmund and RB Leipzig were sponsored by 1&1 and Red Bull for 35 million euros each. It is also interesting to note that some smaller clubs such as Arminia Bielefeld, Union Berlin, or VFL Bochum have comparatively low sponsorships, indicating a clear imbalance. VfL Wolfsburg received 28 times more than VFL Bochum in sponsorship for the 2021/22 season.
Sponsorship Bundesliga 2021/22
VfL Wolfsburg: Volkswagen, 70.00 million euros
FC Bayern Munich: Telekom, 45.00 million euros
Borussia Dortmund: 1&1, 35.00 million euros
RasenBallsport Leipzig: Red Bull, 35.00 million euros
VfB Stuttgart: Mercedes-Benz Bank, 10.00 million euros
Borussia Monchengladbach: Flatex, 9.00 million euros
Hertha BSC: Autohero, 8.00 million euros
1.FC Köln: Rewe, 7.50 million euros
Eintracht Frankfurt: Indeed, 7.00 million euros
Bayer 04 Leverkusen: Barmenia, 6.00 million euros
TSG 1899 Hoffenheim: SAP, 5.50 million euros
FC Augsburg: WWK, 4.20 million euros
1.FSV Mainz 05: Kömmerling, 4.00 million euros
SC Freiburg: Schwarzwaldmilch, 3.00 million euros
1.FC Union Berlin: Aroundtown, 2.50 million euros
Arminia Bielefeld: Schüco, 2.50 million euros
VfL Bochum: Vonovia, 2.50 million euros
SpVgg Greuther Fürth: Hofmann Personal (no information available)
Die Premier League weist ähnliche Unterschiede wie die Bundesliga in Bezug auf Sponsoring-Verträge auf. Manchester City führt die Liste der Hauptsponsoren mit einem Vertrag über 67,50 Millionen Euro mit Etihad an, gefolgt von Manchester United mit 47 Millionen Euro von TeamViewer und Chelsea, Tottenham und Arsenal mit jeweils 40 Millionen Euro von Three, AIA und Emirates. Kleinere Vereine wie Brighton & Hove Albion und Burnley hatten Verträge in der Saison 2021/22 über 1,5 Millionen Euro mit American Express und Umbro, während andere Vereine wie Wolverhampton Wanderers, Southampton, Brentford und Norwich City keine Angaben zu ihren Hauptsponsoren machten. Es ist deutlich zu erkennen, dass in der Premier League die finanzielle Kluft beim Sponsoring zwischen den Top-Clubs und den kleineren Vereinen exorbitant hoch ist. Manchester City kassierte 45 Mal so viel wie der FC Burnley.
Sponsorship Premier League 2021/22
Manchester City: Etihad, 67.50 million euros
Manchester United: TeamViewer, 47.00 million euros
FC Chelsea: Three, 40.00 million euros
Tottenham Hotspur: AIA, 40.00 million euros
FC Arsenal: Emirates, 40.00 million euros
FC Liverpool: Standard Chartered, 32.00 million euros
Leicester City: FBS, 20.00 million euros
FC Everton: Cazoo, 10.00 million euros
West Ham United: Betway, 10.00 million euros
Newcastle United: Fun88, 6.50 million euros
Crystal Palace: W88, 6.50 million euros
Aston Villa: Cazoo, 6.00 million euros
Leeds United: SBOTOP, 6.00 million euros
FC Watford: Stake.com, 5.00 million euros
Brighton & Hove Albion: American Express, 1.50 million euros
FC Burnley: Umbro, 1.50 million euros
Wolverhampton Wanderers: ManBetX (no information available)
FC Southampton: Sportsbet.io (no information available)
FC Brentford: Hollywoodbets (no information available)
Norwich City: Lotus (no information available)
In the Spanish La Liga, Real Madrid led the list in the 2021/22 season with a sponsorship contract of 70 million euros with Emirates, followed by FC Barcelona whose main sponsor Rakuten invested 60 million euros. Compared to other leagues such as the German Bundesliga or the English Premier League, sponsorships in the Spanish league were generally lower.
Atletico Madrid was sponsored by Plus500 with 15 million euros, while Athletic Bilbao received 5 million euros from Kutxabank. The remaining clubs had sponsorships between 1 and 4 million euros. It is evident that there is a significant imbalance between the larger and smaller clubs in the Spanish league, as reflected in the different amounts of sponsorships, with Real Madrid receiving almost 100 times more than RCD Mallorca.
Sponsorship in La Liga 2021/22
Real Madrid - Emirates - 70.00 million euros
FC Barcelona - Rakuten - 60.00 million euros
Atletico Madrid - Plus500 - 15.00 million euros
Athletic Bilbao - Kutxabank - 5.00 million euros
FC Sevilla - Naga App - 5.00 million euros
Deportivo Alavés - Betway - 4.00 million euros
Celta Vigo - Estrella Galicia - 4.00 million euros
FC Getafe - Tecnocasa Group - 4.00 million euros
FC Valencia - Socios.com - 3.00 million euros
Elche CF - TM Real Estate - 3.00 million euros
RCD Espanyol Barcelona - Riviera Maya - 3.00 million euros
Real Sociedad San Sebastian - Finetwork - 2.80 million euros
Real Betis Sevilla - Finetwork - 2.50 million euros
FC Cádiz - Dafabet - 2.00 million euros
Granada CF - Winamax - 2.00 million euros
Levante UD - Gedesco - 2.00 million euros
FC Villarreal - Pamesa Ceramica - 2.00 million euros
CA Osasuna - Verleal - 1.50 million euros
Rayo Vallecano Madrid - DigiCommunications - 1.00 million euros
RCD Mallorca - αGEL - 0.75 million euros
In the past season of the Italian football league Serie A, most teams had secured sponsorship deals. Juventus Turin received 45 million euros from Jeep, followed by AC Florence sponsored with 25 million euros from Mediacom, and Inter Milan who received 20 million euros from Socios.com.
Lazio Rome, FC Genoa, Venice FC, Spezia Calcio, and US Salernitana 1919 were unable to secure shirt sponsorship in the 2021/2022 season.
Sponsorship Serie A 2021/22
Juventus Turin: Jeep, 45.00 million euros
AC Florenz: Mediacom, 25.00 million euros
Inter Milan: Socios.com, 20.00 million euros
US Sassuolo Calcio: Mapei, 18.00 million euros
AC Milan: Emirates, 14.00 million euros
SSC Napoli: Lete, 11.00 million euros
AS Roma: digitalbets, 12.00 million euros
Atalanta Bergamo: Radici Group, 6.00 million euros
FC Bologna: facile ristruttura, 3.00 million euros
Cagliari Calcio: Sardegna, 3.00 million euros
FC Turin: Suzuki, 3.00 million euros
Hellas Verona: Sinergy, 1.50 million euros
UC Sampdoria: Very Mobile, 1.00 million euros
FC Empoli: Computer Gross, 1.00 million euros
Udinese Calcio: Dacia, 1.00 million euros
Lazio Rome: no sponsor, 0.00 million euros
FC Genoa: no sponsor, 0.00 million euros
Venice FC: no sponsor, 0.00 million euros
Spezia Calcio: no sponsor, 0.00 million euros
US Salernitana 1919: no sponsor, 0.00 million euros
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