EUROPEAN FOOTBALL SPONSORSHIP REPORT 2015-16 Published September 2015 © 2015 Sportbusiness Group All Rights Reserved
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EUROPEAN FOOTBALL SPONSORSHIP REPORT 2015-16 Published September 2015 © 2015 SportBusiness Group All rights reserved. No part of this publication may be re- produced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopy- ing, recording or otherwise without the permission of the publisher. The information contained in this publication is believed to be correct at the time of going to press. While care has been taken to ensure that the information is accurate, the publishers can accept no responsibility for any errors or omissions or for changes to the details given. Readers are cautioned that forward-looking statements in- cluding forecasts are not guarantees of future performance or results and involve risks and uncertainties that cannot be predicted or quantified and, consequently, the actual performance of companies mentioned in this report and the industry as a whole may differ materially from those expressed or implied by such forward-looking statements. Editorial and research: Kevin McCullagh Chris Barnes Matthew Glendinning Steven Slayford John Manning Joseph Rivers Lukas Zajancauskas David Svenson Loulou Rowlands Will Partington Typesetting: Character Design, Hereford Published by: Sports Sponsorship Insider SportBusiness Group is a trading name of SBG Companies Ltd, a wholly-owned subsidiary of Electric Word plc Registered office: 2nd Floor, 5 Thomas More Square, London E1W 1YW Tel. +44 (0)207 954 3515 Fax. +44 (0)207 954 3511 Registered number: 3934419 CONTENTS Contents Introduction Methodology 1. Overview 1.1 Shirt sponsorships .................................................................................................... 4 1.2 Kit supply deals ......................................................................................................... 8 2. Bundesliga 2.1 Club sponsors ............................................................................................................. 15 2.1.1 Shirt sponsorships .................................................................................... 15 2.1.2 Kit suppliers ............................................................................................... 17 2.2 Club case studies ..................................................................................................... 20 2.2.1 Schalke 04 ................................................................................................. 20 2.2.2 Hertha Berlin ............................................................................................ 23 2.3 Bundesliga central sponsors ............................................................................... 27 2.3.1 Sponsorship programme ...................................................................... 27 2.3.2 Selected sponsor profiles ................................................................... 28 2.2.3 The future .................................................................................................. 29 3. Premier League 3.1 Club sponsors ............................................................................................................. 32 3.1.1 Shirt sponsorships.................................................................................... 32 3.1.2 Kit supply deals ....................................................................................... 35 3.2 Club case studies ..................................................................................................... 38 3.2.1 Manchester City ....................................................................................... 38 3.2.2 West Ham United ................................................................................... 42 3.3 Premier League central sponsors ...................................................................... 45 3.3.1 Sponsorship programme...................................................................... 45 3.3.2 Selected sponsor profiles ................................................................... 46 4. La Liga 4.1 Club sponsors............................................................................................................. 49 4.1.1 Shirt sponsorships ................................................................................... 49 4.1.2 Kit supply deals ....................................................................................... 51 EUROPEAN FOOTBALL SPONSORSHIP REPORT III CONTENTS 4.2 Club case studies ..................................................................................................... 54 4.2.1 Real Madrid ............................................................................................... 54 4.2.2 Atlético Madrid ....................................................................................... 58 4.3 La Liga central sponsors ....................................................................................... 62 4.3.1 Sponsorship programme ..................................................................... 62 4.3.2 Sponsor profiles ..................................................................................... 62 5. Ligue 1 5.1 Club sponsors ............................................................................................................. 67 5.1.1 Shirt sponsorships.................................................................................... 67 5.1.2 Kit supply deals ....................................................................................... 69 5.2 Club case studies ..................................................................................................... 72 5.2.1 Olympique Lyonnais .............................................................................. 72 5.2.2 Bordeaux .................................................................................................. 76 5.3 Ligue 1 central sponsors ........................................................................................ 79 5.3.1 Sponsorship programme...................................................................... 79 5.2.2 Selected sponsor profiles ................................................................... 80 5.2.3 The future.................................................................................................. 80 5.2.4 Qatari investment .................................................................................. 81 6. Serie A 6.1 Club sponsors ............................................................................................................. 83 6.1.1 Shirt sponsorships ................................................................................... 83 6.1.2 Kit supply deals ....................................................................................... 85 6.2 Club case studies ..................................................................................................... 88 6.2.1 Inter Milan .................................................................................................. 88 6.2.2 Genoa CFC ............................................................................................... 91 6.3 Serie A central sponsors ....................................................................................... 94 6.3.1 Sponsorship programme ..................................................................... 94 6.3.2 Sponsor profiles ..................................................................................... 94 Appendix Appendix 1: Bundesliga club sponsors ................................................................... 97 Appendix 2: Premier League club sponsors ......................................................... 116 Appendix 3: LA Liga club sponsors ......................................................................... 138 Appendix 4: Ligue 1 club sponsors .......................................................................... 159 Appendix 5: Serie A club sponsors .......................................................................... 180 EUROPEAN FOOTBALL SPONSORSHIP REPORT IV INTRODUCTION Introduction Welcome to the European Football Sponsorship Report 2015-16. Inside you will find what we believe is the most comprehensive listing of European football sponsorship and kit supply deal values currently available. Sports Sponsorship Insider journalists and analysts have spent the year since the last edition researching and interrogating the data behind European football’s biggest deals and we present: • Values and deal details for almost every main shirt sponsorship and kit supply deal across the 98 clubs in the big five European leagues • Case studies for a big club and a medium-sized club in each league, with insight into the clubs’ selling points, sponsorship programmes and success in generating sponsorship revenue • Deal values and strategies of the central sponsorship programmes run by the leagues themselves • And finally, as comprehensive a listing as we could muster of the sponsors of the 98 clubs. In each chapter, we have taken this exclusive information and created charts, tables and graphics to aid your understanding and shed new light on the money flowing from brands through European football. We hope readers find this report a valuable reference tool that supports their work in the sponsorship industry. Best regards, The Sports Sponsorship Insider team EUROPEAN FOOTBALL SPONSORSHIP REPORT 1 METHODOLOGY Methodology Notes to aid readers’ understanding of this report: • The report looks at only the leading shirt sponsorship for each club.