European Soccer 2014/15 European Premier Football September 1, 2014 Sponsorship industry analysis report September 2014 EUROPEAN PREMIER SOCCER CLUB SPONSORSHIP 2014/1 5 International Marketing Reports Ltd 33 Chapel Street Buckfastleigh TQ11 0AB UK Tel +44 (0) 1364 642224 [email protected] www.imrsponsorship.com ISBN: 978-1-905685-31-8 eISBN: 978-1-905685-32-5 Copyright ©2014 by International Marketing Reports Ltd All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, photocopying or otherwise, without the prior permission of the publisher and copyright owner. While every effort has been made to ensure accuracy of the information, advice and comment in this publication, the publisher cannot accept responsibility for any errors. 2 European Premier Football September 1, 2014 Sponsorship Today methodology Sponsorship Today reports are created through the collection of data from news feeds, web searches, industry and news publications. Where sponsorship deals have not been reported, the Sponsorship Today team actively seeks data through web searches, annual financial reports and contacting sponsors, agencies and rights holders. Most sponsorship deals are not reported and, of those that are, the majority do not provide accurate fee or duration data. IMR estimates unreported fee values through comparisons with similar deals, contacts with industry insiders and through its long experience of creating sponsorship analysis reports. There is no guarantee of accuracy of estimates. The sponsorship industry is also known to overstate sponsorship fee values. Such reports are frequently based on the maximum potential value of a deal and might include the total should all incentive clauses (such as sporting success) be met and no morality clauses invoked. In such cases, rights holders rarely achieve their maximum values. IMR also states all in-kind deals as an estimated cash value. Estimated values listed in this report are marked in red, whereas reported values are marked in black. 3 European Premier Football September 1, 2014 CONTENTS EXECUTIVE SUMMARY ...................................................................................................... 8 Soccer sponsorship – continued growth ............................................................................................. 8 Market polarity ..................................................................................................................................... 8 Manchester United way out in front ..................................................................................................... 8 Sponsorship immaturity in Spain, Italy and France ............................................................................. 9 Sponsorship – making a competitive difference .................................................................................. 9 The future ............................................................................................................................................ 9 SOCCER CLUB SPONSORSHIP ANALYSIS – EUROPEAN OVERVIEW ......................... 11 English Premier League now dominant ............................................................................................. 11 Sponsorship change from 2012/13 – 38% rise overall ...................................................................... 12 European soccer sponsorship by club .............................................................................................. 13 Manchester United take 11% of total ................................................................................................. 13 Airlines and financial services - top soccer investors ........................................................................ 14 German companies lead in club investment ..................................................................................... 18 ENGLAND – ENGLISH PREMIER LEAGUE ....................................................................... 20 Man Utd accounts for third of EPL sponsorship income ................................................................... 20 English Premier League sponsorship by industry ............................................................................. 21 52 Countries invest in the English Premier League .......................................................................... 23 GERMANY – BUNDESLIGA ............................................................................................... 38 Bundesliga - Europe’s most mature market? .................................................................................... 38 Bundesliga sponsorship by industry .................................................................................................. 40 SPAIN – LA LIGA ................................................................................................................ 54 Big two dominate – can Atletico make up ground? ........................................................................... 54 La Liga sponsorship by industry ........................................................................................................ 56 ITALY – SERIE A ................................................................................................................ 67 Italian decline continues with no sign of major change ..................................................................... 67 Serie A sponsorship by industry ........................................................................................................ 69 FRANCE – LIGUE 1........................................................................................................... 84 French club sponsorship – a tale of one city? ................................................................................... 84 Ligue 1 sponsorship by industry ........................................................................................................ 86 NETHERLANDS – EREDIVISIE ......................................................................................... 97 Professional approach – but lacking critical mass ............................................................................ 97 Eredivisie sponsorship by industry .................................................................................................... 99 4 European Premier Football September 1, 2014 TABLE OF CHARTS AND TABLES Table 1. European soccer club sponsorship rights income by country by value .................................. 11 Chart 1. European soccer club sponsorship rights income by country by % ........................................ 11 Table 2. European primary shirt sponsorship spend by country 2012/13 v 2014/15 ........................... 12 Chart 2. European primary shirt sponsorship spend by country by share 2014/15 .............................. 12 Table 3. European soccer club sponsorship by club ............................................................................ 13 Chart 3. European primary shirt sponsorship spend by country by share 2012/13 .............................. 14 Table 4. European soccer club sponsorship spend by industry sector by value .................................. 15 Chart 4. European soccer club sponsorship spend by industry sector by value .................................. 16 Table 5. European soccer club sponsorship spend by industry sector by number of deals ................. 16 Chart 5. European soccer club sponsorship spend by industry sector by number of deals ................. 17 Table 6. European soccer club sponsorship spend by company ......................................................... 17 Table 6b. European soccer club sponsorship spend by company ....................................................... 18 Table 7. Major sources of European sponsorship spend by company HQ .......................................... 18 Table 8. English Premier League sponsorship revenue by club (€m) .................................................. 20 Table 9. English Premier League sponsorship revenue by type .......................................................... 20 Chart 6. English Premier League sponsorship revenue by type (%) .................................................... 21 Table 10. English Premier League sponsorship revenue by industry .................................................. 21 Chart 7. English Premier League sponsorship revenue by industry by value ...................................... 22 Chart 8. English Premier League sponsorship revenue by industry by number of deals ..................... 22 Table11. English Premier League major sponsorship spend by company ........................................... 23 Table 12a. English Premier League source of sponsorship spend by company HQ ........................... 24 Table 12b. English Premier League source of sponsorship spend by company HQ ........................... 25 Table 13b. English Premier League sponsors by club: Aston Villa / Burnley ....................................... 27 Table 13c. English Premier League sponsors by club: Chelsea / Crystal Palace ................................ 28 Table 13d. English Premier League sponsors by club: Everton / Hull City .......................................... 29 Table 13e. English Premier League sponsors by club: Leicester City ................................................. 30 Table 13f. English Premier League sponsors by club: Liverpool .........................................................