European Soccer Shirt Deals Come Into Focus As Leagues Return

Michael Cupello

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With major European soccer leagues returning after a months-long hiatus due to COVID-19, lucrative shirt-sponsor deals will again accrue value for brands. The rights to the largest deal in Europe go to LaLiga’s Real Madrid, whose shirt deal with Emirates is worth $76 million a year until 2022. Fierce Spanish rival, Barcelona, ranks fourth in Europe with a $60 million Rakuten deal. In second and third are two giants of English soccer, Manchester United and Manchester City. Man City’s deal with Etihad for $65.2 million a season is $3.1 million higher than what Chevrolet paid for their deal with Man Utd. Paris Saint-Germain, by far the wealthiest club in France’s Ligue 1, earns $57 million a season from Emirates. Elsewhere in Europe, Juventus, 35-time champions of Italy’s Serie A, rank eighth in Europe with a $46.6 million Jeep sponsorship that runs through the 2026-2027 season. In Germany, Bayern Munich earns $32.7 million annually from T-Mobile, $13.1 million more than their main rival, Borussia Dortmund, makes from Evonik. 

NOTES: From left to right – Manchester United, Manchester City, Liverpool, Chelsea, Arsenal, Tottenham, Real Madrid, Atletico Madrid, Barcelona, Paris Saint-Germain, Juventus, AC Milan, Inter Milan, Borussia Dortmund, Bayern Munich. All figures are expressed in ($)USD.

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