Front-of-Shirt Sponsorship in the Top 10 European Soccer Leagues, 2023-24 – Analyzing Biggest Deals, Sports League, Brands and Case Studies

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Published: October 26, 2023 Report Code: GDUKSPC115644-ST

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Access the following trends and insights from the ‘Top European Soccer Leagues – Front-of-Shirt Sponsorship Report’:

  • Illustration of the key developments in topflight soccer offering bespoke insight as to how the market appeal is continuing to evolve.
  • Primary front-of-shirt rights are worth millions each season, and this report identifies where the money is being spent and from which sectors and parts of the world this money is coming.
    • Analyze the expenditure of the sponsorship market, including an analysis of the geographical source of the money being spent.
    • Summation of each European Soccer club deal in the current season with a comparison of the deals from an annual monetary perspective.
  • Comparison as to how each league compares to another, as well as looking at how the landscape has evolved over the past 12 months.

How is the ‘Top European Soccer Leagues Front-of-Shirt Sponsorship’ report unique from other reports in the market?

  • Gain an in-depth insight into the ten biggest leagues in Europe to understand the market better.
  • Analyze the brands associated with the leagues to gain a competitive advantage. The report discusses the volume of deals for each brand as well as the brand spending across various industries.
  • Assess the overview of the European Soccer League Front-of-Shirt sponsorship deals to understand the market better.
  • Stay updated about the top clubs of each nation and the deals they made to stay ahead of competitors.

We recommend this valuable source of information to anyone involved in: 

  • Sports Equipment Manufacturers
  • ​Sports/Esports Event Organizers/​Advertisers/​Sponsors
  • Sports Enterprise Leaders and Startups
  • Business Development and Market Intelligence
  • Investment Analysts and Portfolio Managers
  • Professional Services – Investment Banks, PE/VC firms
  • M&A/Investment, Management Consultants, and Consulting Firms

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Top 10 European Soccer Leagues Front-of-Shirt Deals Report Overview

The industry spends across the top ten European soccer leagues for the 2023-2024 season is worth $446.84 million. The travel & tourism industry remains the biggest market spenders. Financial services and the gambling industries make up the rest of the top three biggest sector spenders this season.

The ‘Front-of-Shirt Sponsorship in the Top 10 European Soccer Leagues, 2023-2024 report illustrates the key developments in topflight soccer offering bespoke insight as to how the market appeal is continuing to evolve. Primary front-of-shirt rights are worth millions each season, and this report identifies where the money is being spent and from which sectors and parts of the world this money is coming.

Key Nations ·        England

·        Germany

·        Spain

·        Italy

·        France
Key Clubs ·        English Premier League

·        Spanish La Liga

·        Italian Serie A

·        German Bundesliga

·        Dutch Eredivisie

·        French Ligue 1

·        Liga Portugal

·        Scottish Premiership

·        Belgian Pro League

·        Turkish Süper Lig
Key Brands ·        Placard

·        Emirates

·        Unibet

·        Solverde

·        Bet City

·        Paramount Plus
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Top 10 European Soccer Leagues Front-of-Shirt Deals - Total Deal Values Per Nation

The top 10 nations in the top 10 European Soccer Leagues front-of-shirt deals market are England, Germany, Spain, Italy, and France among others. Looking at the combined values from across the ten leagues looked at throughout this report, the English Premier League emerges again as the biggest earner. Germany is the next most lucrative market. Even with two fewer teams than Spain and Italy, the German market is the second most lucrative, as it continues to benefit from a wide spread of its commercial appeal across several teams in the league.

Top 10 European Soccer Leagues Front-of-Shirt Deals Analysis by Deal Values Per Nation

Top 10 European Soccer Leagues Front-of-Shirt Deals Analysis by Deal Values Per Nation

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Top 10 European Soccer Leagues Front-of-Shirt Deals Market – League Breakdown

The key leagues in the Top 10 European Soccer Leagues Front-of-Shirt Deals market are:

  • English Premier League
  • Spanish La Liga
  • Italian Serie A
  • German Bundesliga
  • Dutch Eredivisie
  • French Ligue 1
  • Liga Portugal
  • Scottish Premiership
  • Belgian Pro League
  • Turkish Süper Lig

English Premier League: The top clubs in the EPL are Manchester City, Arsenal, Liverpool, Man United, Chelsea, and Spurs among others. Manchester City’s deal with Etihad Airways stands as the most lucrative in the market ahead of the 2023-2024 season. The gambling industry has the highest number of deals while the financial services sector has the highest deal spending. The most prominent market visible through shirt partners this season is the home market, where British brands account for more than 24% of the league. In addition, Arsenal’s deal with Emirates remains the longest-running active partnership in the league in 2023.

English Premier League Clubs Front-of-Shirt Deals Analysis, 2023-2024 (%)

English Premier League Clubs Front-of-Shirt Deals Analysis, 2023-2024 (%)

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Top 10 European Soccer Leagues Front-of-Shirt Deals Market - Partner Breakdown

The key brands in the Top 10 European Soccer Leagues front-of-shirt deals market are:

  • Placard
  • Emirates
  • Unibet
  • Solverde
  • Bet City
  • Paramount Plus

Whilst most brands are linked to deals in one major market, there are a few that crossover into multiple leagues. Emirates is the most prominent in this regard, with its five deals targeting five individual leagues. The brand has built a sports sponsorship strategy around growing its name and business operations in major markets and has signed major deals in leagues where they are present.

Top 10 European Soccer Leagues Front-of-Shirt Deals Market Analysis by Brands

Top 10 European Soccer Leagues Front-of-Shirt Deals Market Analysis by Brands

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Top 10 European Soccer Leagues Front-of-Shirt Deals Market Nations Outlook (Value, $ Million)

  • England
  • Germany
  • Spain
  • Italy
  • France

Reasons to Buy

Soccer is the biggest sport in the world, and there is much global appeal to the biggest domestic leagues in European soccer. The report goes into in-depth detail about the ten biggest leagues in Europe and offers key insights and understanding.

English Premier League
La Liga
Bundesliga
Serie A
Ligue 1
Manchester United
Manchester City
Liverpool
Chelsea
Arsenal
Tottenham Hotspur
Real Madrid
FC Barcelona
Atletico Madrid
Juventus
AC Milan
Inter Milan
AS Roma
Lazio
Paris Saint-Germain
TeamViewer
Eithad
Three
Standard Chartered
AIA
Emirates
Rakuten
Deutsche Telekom
Socios.com
Betway
Parimatch

Table of Contents

  • 1. Overview

    • 1.1. Executive Summary

  • 2. Overall Market

    • 2.1. Total Deal Values Per Nation

    • 2.2. Deal Value Changes from 2023-24 Season

    • 2.3. Highest Club Deal Per Nation

    • 2.4. Tier One/Two/Three Breakdown

  • 3. League Breakdown

    • 3.1. List Of All Deals From Each League

    • 3.2. Deal Values For Each Club Deal

    • 3.3. Industry & Location Breakdown Information

    • 3.4. Partnership and Contract Duration Breakdown

    • 3.5. England, Spain, Italy, Germany, Netherlands, France, Portugal, Scotland, Belgium & Turkey

  • 4. Brand Breakdown

    • 4.1. Brands With Multiple Deals

    • 4.2. Industry Breakdown

    • 4.3. Year-on-Year Changes From Industries

    • 4.4. Industry Deal Spend

    • 4.5. Year-on-Year Changes From Industry Spend

    • 4.6. Overall Brand Breakdown

  • 5. Appendix

Table

League Annual Values Comparison Graphs

Year-on-Year Comparison Graphs

Biggest deals per nation Graph

Tier 1-3 Charts

Individual League values

Individual league team deal breakdown charts

Graph for brands with multiple deals

Most sponsored industry Chart

Biggest spending industry Charts

Biggest spending brand location Charts

Partnership Breakdown Charts

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