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Soccer clubs increase their revenue through several diverse streams, such as merchandise sales, broadcasting rights, the transfer market, and kit sponsorship deals with corporate giants.
Among these avenues, kit sponsorship is particularly lucrative and generates much revenue for soccer clubs.
In football (or soccer), "kit" refers to standard uniforms and equipment worn by players on specific teams.
Global brands from around the world pay money for clubs to wear their brand displayed on the club's jerseys. The amount paid varies depending on the club's popularity, the brand's logo size, and the deal's duration.
In addition to the principal payment, kit sponsors may also agree to pay clubs additional bonuses if they achieve certain targets, such as winning championships.
On average, kit sponsorship adds up to five percent of a club's annual revenue. Many European soccer clubs receive hefty payments from deals made with corporate brands.
RelatedThe Business of Soccer: How Football Clubs Make Millions
The soccer business model is a masterpiece: turning passion into profit with multimillion-dollar transfers, sponsorships, and fan bases.10 Tottenham (AIA)
$48 Million
Tottenham is one of the most prominent clubs in England; they have seen considerable success in their history. The London-based soccer club entered into an agreement with Hong Kong-based multinational insurance company AIA in 2013.
The life insurance company has been Tottenham’s shirt sponsor for over a decade, after agreeing on a deal reported to be worth $390 million across eight years.
AIA, unlike other Asian sponsors of Premier League clubs, is focused on using the club’s Premier League status to bolster awareness in 17 markets across the Asia-Pacific region.
The deal will see the club receive $48 million every year up until 2027.
9 Arsenal (Fly Emirates)
$48 Million
Just like New York is the business capital of the United States, London is the financial hub of the United Kingdom, and it draws investors like bees to sweet nectar.
Arsenal, another successful London-based soccer club, is one of the biggest in the United Kingdom.
The club has over 41 million registered fans worldwide and has one of the largest followings on social media. The club entered into a kit partnership with UAE leading flag carrier Fly Emirate in 2006.
“The Gunners” announced an extension of the shirt sponsorship with Emirates worth $48 million, which runs until the end of 2024.
Apart from shirt partnerships with Emirates, the Company also has the naming rights to the club’s stadium, which is currently known as the Emirates Stadium.
In addition, the airline brand also provides access to their award-winning planes for Arsenal to use on their away travels.
8 Bayern Munich (T-Mobile)
$53 Million
Mobile phone carrier T-Mobile has partnered with German club Bayern Munich since 2002.
T-Mobile is one of the biggest telecom providers in Europe, and it has markets in the United Kingdom and the United States. In August 2022, the club and T-Mobile agreed on an extension to further their successful 20-year partnership until 2027.
The deal, which is reportedly worth $53 million per year, is one of the most lucrative shirt sponsorship deals in world football. The partnership is considered one of the most successful in sports marketing history.
The two companies have worked together on several innovative initiatives, including the launch of FC Bayern broadcast, the team's 24-hour streaming channel.
T-Mobile has also been a major supporter of Bayern Munich's social media and digital presence.
RelatedThe Highest-Paid Football Players In The English League
The English Premier League is the world's highest-paying soccer league, and its strongest players are exceptionally well compensated.7 Juventus (Jeep)
$54 Million
Juventus and the American automobile company Jeep have had a successful sponsorship partnership since 2012.
The current deal, which was extended in 2020, is worth $54 million per year plus bonuses – making it the most profitable shirt sponsorship deal in the Italian soccer championship.
In December 2020, Italian-based outfit Juventus inked an agreement to extend the deal with Jeep, valued at $54 million annually. The Italian club and the automaker decided to renew the shirt sponsorship until 2024.
Juventus stands as the pinnacle of Italian soccer success with 36 championships to their name, so it is only fitting to partner with one of the biggest automobile manufacturers in the world.
6 Liverpool (Standard Chartered)
$57 Million
British multinational bank Standard Chartered took over from the lager brand Carlsberg as shirt sponsor for Liverpool in the summer of 2010.
In 2022, Liverpool FC and Standard Chartered announced the extension of their partnership until 2027. 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 largest shirt sponsorships in football.
This partnership is valued at an impressive $57 million per year; the deal not only showcases the financial strength of Liverpool, but also highlights its global appeal.
The collaboration between Liverpool and Standard Chartered extends beyond the company's logo on kits; it encompasses various community initiatives aimed at improving lives through sport.
5 Manchester City (Etihad Airways)
$58 Million
Winning leads to popularity, and most importantly, winning makes everyone want to share in your spoils; that is the case with Manchester City.
The Manchester-based club is known for its high-flying performances on the pitch, and its big-money deals off it.
One such deal that has caught the attention of football fans worldwide is their shirt sponsorship agreement with the national airline of the United Arab Emirates, Etihad Airways. Man City and Etihad Airways struck a deal worth $580 million for ten years, according to Forbes.
They are tied for second as the football club with the most expensive shirt sponsorship deal in the Premier League.
The government of Abu Dhabi owns Etihad, and the airline is associated with City owner Sheikh Mansour – a member of the Abu Dhabi royal family with a net worth of over $20 billion.
4 Manchester United (TeamViewer)
$58 Million
Manchester United entered into a kit sponsorship deal with German computer software company Teamviewer.
The German software company signed a five-year partnership in 2022 with the Premier League giants; it runs until 2026, and is worth $58 million annually, or $285 million in total.
This partnership replaced the previous agreement with the American automaker Chevrolet and ushered in a new era of collaboration.
The German company is expected to provide the club with remote connectivity solutions, leveraging its expertise in technology and connectivity to enhance Manchester United’s operations both on and off the pitch.
The deal makes Manchester United the highest earner from kit sponsorship in the English Premier League.
3 Barcelona (Spotify)
$60 Million
"Bringing music and soccer together" was the idea Spotify founder Daniel Ek had in mind.
The Swedish audio streaming platform signed Barcelona, handing it front-of-shirt branding for the men's and women's teams. The company will also sponsor the club's training shirts for the next three seasons.
The shirt sponsorship deal with Spotify is reported to be worth $60 million annually. For the first time in Barça's history, the contract will also see their iconic stadium re-branded, taking on the name "Spotify Camp Nou."
As part of their sponsorship deal with Spotify, Barcelona started featuring specific artists on their shirts, as was the case with English rock band the Rolling Stones, in a match against their eternal rivals, Real Madrid in October 2023.
2 Paris Saint-Germain (Qatar Airways)
$69 Million
Qatar Airways first partnered with Qatari state-owned Paris Saint Germain in 2020, with the airline's logo making its appearance on the club's match day shirts.
A new deal signed in 2022 saw the airline company upgraded to the status of "Major Partner," after a contract with Accor expired.
The new agreement is set to be worth $69 million, and covers not only the men's team, but also the women's and youth teams. This sponsorship marked a new phase in the relationship between the French capital club and the leading global airline.
It is anticipated that the deal will also feature Hamad International Airport in Doha as the club's official airport, and Qatar Duty-Free becoming the club's official partner in that category.
1 Real Madrid (Emirates)
$74 Million
A royal club in business with a royal Dubai-based airline company for a deal that churns out staggering figures is a marriage made in heaven.
Real Madrid first got into business with Emirates as their primary kit sponsor in May 2013, in a deal worth $37 million per annum.
In 2021, Real Madrid led global soccer jersey sales through online retailer Amazon, with $3.2 million in merchandising revenue.
The remarkable success of the club, both in terms of merchandise sales and their on-pitch triumphs in European soccer competitions, left the airline no choice but to renew and improve its deal with the club.
The new deal is worth $74 million per annum plus variables, making it the most expensive soccer kit endorsement deal.
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