17 Nov 2020
Posted in Sport
PSG’s $95m kit deal highlights the commercial disparity in Ligue 1, says GlobalData
An analysis of Ligue 1’s existing kit supplier deals shows that current spending from kit supplier brands for 2020/21 stands at $155.70m. Paris Saint-Germain’s (PSG) deal with Nike, estimated to be worth $95.20m, is $35m more than the combined value of all other Ligue 1 kit supplier deals. The value of PSG, Marseille, Lyon and Monaco deals account for 88% of the league’s commercial revenue from kit supplier deals, says GlobalData, a leading data and analytics company.
Conrad Wiacek, Head of Sport Analysis at GlobalData, comments: “Given PSG’s dominance of French football since the takeover of the club by the Qatar Sport Investments, having signed global icons such as Neymar and Kylian Mbappe, it is no surprise to see the club dominating the commercial landscape of Ligue 1. However, while the club is building their brand internationally, the rest of the league is seeing no benefit from the new sporting superpower showcasing the league.
“Led by PSG’s deal with Nike’s Jordan brand, worth over $95.2m, which makes this deal the fourth largest in Europe behind Barcelona, Real Madrid and Manchester United, it cements PSG’s position at the top table of European football following on from its maiden appearance in the Champions League Final at the end of the 2019-20 season. While this market position helps PSG to develop its brand commercially and not breach the UEFA Financial Fair Play rules, the appeal of the Parisian club does not extend to the rest of the league.”
The average value of kit supplier deals in Ligue 1 is just over $7.7m per season, with the rest of the league’s kit suppliers deal worth two thirds of PSG’s deal combined. In fact, only traditional domestic giants Olympique Lyonnais and Marseille have been able to command kit supplier deals worth over $10m, having signed deals worth $15.47m and $16.66m per season respectively, highlighting just how uncompetitive the French top flight is commercially.
Wiacek continues: “Looking at the Front of Shirt deals, the situation doesn’t improve, with Paris Saint-Germain’s deal with Accor Hotels worth $73.75m dwarfing every other deal in the league. While Lyon, Marseille and Monaco have all secured deals worth over $10m per season, with deals worth $21.68m, $15m and $12m respectively, the revenue being generated by PSG highlights the commercial inequality in the league.”