UAE drives record $1.3b sponsorship of shirts in top leagues

LONDON • Revenue from shirt sponsorship in Europe's top leagues has risen 13 per cent to €830 million (S$1.3 billion) this season, powered by a 35 per cent increase in the English Premier League, according to a new report.

The Repucom European Football Jersey Report said revenue in 2015-16 had gone up from €736 million last season.

The document covered shirt sponsorship deals in the Premier League, Germany's Bundesliga, Spain's La Liga, Ligue One in France, Italy's Serie A and the Dutch championship.

The biggest rise was in the Premier League with shirt sponsorship revenue reaching €330 million, almost 40 per cent of the total for Europe's top six leagues.

"At its current rate of growth we could see European football shirt sponsorship investment top €1 billion within the next few seasons," said Repucom UK and Ireland managing director Jon Stainer.

"The Premier League continues to drive this trend with year-on-year investment growing faster than any other league on the continent.

"It is an industry that attracts big money from abroad which underlines the appeal European football has internationally."

The United Arab Emirates is the biggest investor in the top six leagues, with €163 million spent on shirt sponsorship in 2015-16, an increase of 9 per cent on its outlay last season.

Germany (€136 million) is the second highest followed by the United States (€87 million), driven largely by investment from the automobile sector.

REUTERS

A version of this article appeared in the print edition of The Straits Times on March 24, 2016, with the headline 'UAE drives record $1.3b sponsorship of shirts in top leagues'. Print Edition | Subscribe