In the latest report and analysis SportingPedia looked into the principal shirt sponsorship deals across the top five European football leagues. The firm’s interest in this topic was triggered by the recent discussions in the UK regarding a potential ban on shirt sponsorship deals involving gambling companies, proposed by the Premier League. It gathered a list with the shirt principal sponsors of all ninety eight football clubs from the top five European leagues for the upcoming 2022/2023 season. Its team separated the companies that will appear as principal sponsors into fourteen different groups based on the nature of their business.
The companies from gambling, online trading and car retail industries are investing the most into the top five European leagues. They are responsible for injecting money into thirty of the ninety eight clubs across the Premier League, La Liga, Serie A, Ligue 1 and the Bundesliga. The other sectors aiming at display on football shirts are food and beverage (9.2%), travel (8.2%), technology (7.1%), real estate (7.1%), and finance (7.1%).
Gambling has the lion’s share of the Premier League shirt sponsorship deals, as eight companies from that industry have contracts for the upcoming season. That represents forty per cent of the all deals and the number can only grow bigger, as Nottingham is yet to announce а sponsorship deal.
In Spain, the companies from the food and beverage sector dominate, sponsoring four La Liga teams, which is exactly 20% of all sponsorship deals. Car retailer company Cazoo has secured deals with two clubs – Real Sociedad and Valencia. All of the nine leading economy branches investing in football have secured a sponsorship deal with an elite Spanish team. Real Estate firms’ logos will emerge on the shirts of three sides.
Trading-oriented businesses are overshadowing all of the competition in the Italian football league. There are four teams receiving sponsorship money for wearing such brands’ logos on their shirts, accounting for twenty per cent of the deals. You will not notice a gambling brand name on any of the teams’ shirts, as it is prohibited by the law.
The car retail and insurance industries lead the way in Germany, injecting money into three clubs each, which account for approximately 17% of the football clubs there. Companies from all industries, except gambling, home decorations and energy have signed a shirt sponsorship contract with at least one Bundesliga football club.
In France, companies involved in the real estate business are sponsoring three teams, which represents the biggest share – 15%. But there is no telecommunication company sponsoring any of the twenty Ligue 1 teams. Out of the five biggest football leagues in Europe, France is the only one where there is no representative of the telecom giants among clubs’ shirt sponsors.