1. SPORT+MARKT Press Release European Jersey Report
Premier League jersey leader in Europe
Newcomers AON and Standard Chartered top European deals
London, 28 October 2010. Jersey sponsorship across the top European leagues* has never been so
lucrative: 470.7 million Euros show that the football jersey market is the top target for sponsors, which
invested 18% more in comparison to last year (+75.2 mill. Euros). This is a result from the twelfth
edition of the European Jersey Report by global sports marketing consultancy SPORT+MARKT. The
Barclays Premier League leads the way in Europe with 128 million euros.
“The Premier League is the standard-bearer for jersey sponsorship in Europe and represents the
major platform for international companies wishing to invest in football”, underlines Gareth Moore,
Director UK SPORT+MARKT. “15 clubs have improved their revenue from improved jersey
sponsorship deals, and 3 of the 5 clubs with the most lucrative deals in Europe come from the Premier
League.” More than 70 million Euros are generated from new sponsors in football, with Manchester
United and Liverpool FC’s new respective deals with AON and Standard Chartered the clear leaders
in Europe, each worth 23.6 million Euro. In addition, FxPro has chosen the Barclays Premier League
to make its debut in football sponsorship with 2 top clubs, whilst Autonomy has agreed to sponsor
Tottenham Hotspur FC’s shirt for Premier League matches only, with the club having secured an
alternative partner, Investec, for cup and European matches. Moore: “It is plain to see that when a
new company chooses to invest significant amounts of money in sport sponsorship, the Premier
League is the top destination”. The Premier League has overtaken the Bundesliga in the total amount
of revenue from jersey sponsorship, with an increase of 45 million Euros compared to last year.
On a European scale, France and Germany have also impressively increased their revenue thanks to
the banking and insurance provider sector, along with betting companies: 85 million Euros come from
the two sectors, with 61 sponsorship engagements. The liberalisation of the French market for betting
companies has helped Ligue 1 to grow and overtake Spanish Liga BBVA: BetClic is third amongst
newcomers to football sponsorship with 20 million Euros paid for Juventus FC, Olympique Lyonnais
and Olympique Marseille. Moore: “Betting and gambling have helped to deliver significant revenues
for football clubs across Europe in what are challenging economic times and the importance of the
sector cannot be overlooked. As a consequence of liberalisation for betting companies on the French
market and, potentially in the future, in Germany market, next year’s sponsorship engagements from
the sector may increase even further”. The crisis appears to have been shrugged off by the financial
and banking sector, which is leveraging the emotional factor of sport sponsorship more and more as a
means of effective communication.
Whilst in the Netherlands, revenue is similar to last year, the only league to record a decline is the
Italian Serie A TIM, where in spite of the new deal between AC Milan and Emirates, the trend is
negative - also because two major clubs in SS Lazio and ACF Fiorentina are currently without jersey
sponsors. However, Serie A TIM remains the league with the third highest revenue in Europe. The
© SPORT+MARKT AG 2010
Spanish Liga BBVA, despite an overall increase of 9 million Euro, slips one position in the ranking:
apart for the major new deal for Real Madrid CF with bwin, most other Spanish clubs still fail to attract
lucrative sponsors. Potentially, if the club with the greatest European fan base, FC Barcelona, chose
to have a sponsor, Liga BBVA could occupy third position in the ranking.
*England, Italy, Spain, France, Germany, Netherlands

2. Graph 1: Total annual income of football jersey sponsorship in the six top
European Leagues (ENG, FRA, GER, ITA, NED, SPA)
600
470.7
500
405.3 393.2 395.5
366.3
400 333.1 342.9
322.0 320.6
292.2
300 234.6
200
100
00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11
Source: SPORT+MARKT European Jersey Report 2010/2011
Figures in mill Euro p.a Date: 20 October 2010
Graph 2: Total annual income of football jersey sponsorship in each league
128.0
118.5
65.9
58.8 57.5
42.0
England Germany Italy France Spain Netherlands
© SPORT+MARKT AG 2010
(20)* (18) (18) (20) (18) (18)
Source: SPORT+MARKT European Jersey Report 2010/2011
Figures in mill Euro p.a Date: 20 October 2010
* In brackets numbers of clubs with paying jersey sponsors.

3. Graph 3: Total expenditure by industry sector for jersey sponsorship in the six top
leagues in Europe 2009/10 and 2010/11– Top 5
2010-11 2009-10
Banking / Financial 112.5
Services / Insurance 75.6
78.9
Betting / Lottery
56.4
Travel / Tourism / 56.8
Accommodation 48.3
41.1
Energy Suppliers
43.4
30.8
Telecommunications
29.0
Source: SPORT+MARKT European Jersey Report 2010/2011
Figures in mill Euro p.a Date: 20 October 2010
Graph 4: Top teams with highest income from jersey sponsorship 2010/11
23.6 23.6 23.0 22.0
16.3
AON Standard bwin Deutsche Samsung
chartered Telekom
© SPORT+MARKT AG 2010
Source: SPORT+MARKT European Jersey Report 2010/2011
Figures in mill Euro p.a Date: 20 October 2010

4. About us
As the leading research and consultancy company in international sport business,
SPORT+MARKT has been analysing the developments and factors for success on the
sponsorship and advertising markets for over 20 years.
In addition to expertise in market, media research and strategic consultancy, our clients
have access to one of the most extensive global databases for sport, sponsorship and
communications. As an independent reference on the market, SPORT+MARKT develops
customised solutions for the planning, evaluation and optimisation of engagements in sport
business. We are currently active in over 120 global markets with over 500 employees. In
addition to our headquarters in Cologne, we have branches in the U.K., Spain, Italy,
France, the Netherlands and Singapore.
Your contact:
PR, Headquarters U.K. Office
Leonardo Giammarioli Gareth Moore
International PR Manager Director U.K.
SPORT+MARKT SPORT+MARKT
Luxemburger Str. 299 27 Austin Friars
50939 Cologne London EC2N 2QP
Germany U.K.
Tel.: +49 (0)221 430 73 177 Tel.: +44 (0)207 614 3341
Fax: +49 (0)221 430 73 161
leonardo.giammarioli@sportundmarkt.com gareth.moore@sportundmarkt.com
www.sportundmarkt.com www.sportundmarkt.com
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