'%20x='0'%20y='0'%20height='100%25'%20width='100%25'%20%0A%20%20%20%20%20%20%20%20%20%20xlink%3Ahref='data:image/jpg;base64,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'%3E%3C/image%3E%3C/svg%3E)
Modern football has evolved to be much more than just being a game. The glamorous world of football brings in numerous variables with 'finance' being one of the frontrunners.
The commercial aspect of the sport is unavoidable and we have only seen it thrive for quite some time now. For a team, the means of revenue generation along with ticket sales are extended to short sales, sponsorship deals, endorsements, media rights, etc.
More money means better chances for a club to expand its fame. The same would facilitate big players joining them and reaching the top. That is the major reason why big clubs do not have a hard time maintaining the top spot.
In this article let us take a look at;
Top 10 shirt sponsorship deals in club football right now (2021)
Source: Statista.com
#10 Juventus (Jeep - 2020-21 to 2022-23) — $159 million
Juventus have had the name 'Jeep' in front of their famous black and white kit since the 2012-13 season. The Italian giants have gone from being without a sponsor (2010-11 away kit) to having the 10th best deal in the world of football right now.
The U.S.-based automobile company renewed its shirt sponsorship deal with the Turin club last year. The latest deal is worth $159 million. Jeep has signed a two-year deal with the club. This means their brand will be proudly carried by Juve players until the end of the 2022-23 season.
However, given their past relationship, it is most likely the duo will extend their partnership.
#9 Chelsea (Three - 2020-21 to 2023-24) — $166 million
The London-based club switched from Yokohoma tires to Three mobile ahead of the 2020-21 season. Chelsea managed to win the UEFA Champions League title that very year. It got off to the perfect start between the club and its shirt sponsor.
Three Mobile chose Chelsea because of the club's reach. In a statement released by the company, it said:
"Millions of football fans connect and engage with the great game using their phones. And Chelsea is one of the most established and successful clubs in the league. So it's a great brand fit for us, and it'll put our logo in front of millions of people, every single day."
The deal is worth three years.
#8 Paris Saint-Germain (Accor Live Limitless - 2019-20 to 2022-23) — $171 million
Within the world of football, PSG is somehow synonymous with money. The France-based club has heavy financial backing from Arab investors and the same has proven beneficial for Parisians.
However, since the 2019-20 season, the nine-time Ligue 1 champs have switched from Fly Emirates to Accor Live Limitless. The French multispecialty hospitality firm has signed a three-year deal with Paris Saint-Germain.
The deal that is worth $171 million is renewable. The deal is equally welcomed by both parties. This is what the president and CEO of PSG, Nasser Al-Khelaifi, has said:
“This is an historic day for the club. With ALL, we will create important lifestyle experiences for Accor’s extensive network of 265 million customers in 100 countries and the 395 million fans who follow the club and its players on social media. And as you will see, we are not short of ideas.”
#7 Liverpool (Standard Chartered - 2019-20 to 2022-23) — $221 million
Since the iconic '2009-10 Carlsberg kit', Liverpool players have been donning the Standard Chartered shirt for about a decade now. The British multinational banking and finance company has renewed its contract with Merseysiders for an amount equivalent to 221 million US Dollars.
The Standard Chartered-Liverpool deal has been extended until the 2022-23 season. It is the second-longest sponsorship deal in Liverpool's history.
As per the company's vision, they aspire to create unique, money-can’t-buy experiences for clients, communities and supporters around the world with the Liverpool deal.
#6 Arsenal (Emirates - 2019-20 to 2023-24) — $280 million
Arsenal is one of the most renowned English clubs in terms of history and legacy. Their rise under Arsene Wenger made the Gunners one of the most formidable sides in the history of club football.
Arsenal have enjoyed a successful stint at their former home ground Highbury. Their legendary O2 kit is etched in the minds of the fans forever. However, the club shifted itself to their new home, The Emirates Stadium, in 2006.
The same year (2006-07), along with the stadium, Fly Emirates got space on the front of the Arsenal jersey as well. The duo have extended their long-running deal ahead of the 2019-20 season. This means 'Fly Emirates' will feature on Arsenal shirts until the end of 2023-24.
#5 Bayern Munich (Deutsche Telekom {T-Mobile} - 2015-16 to 2022-23) — $283 million
The Bayern Munich and T-Mobile duo have been together since the 2002-03 season. The deal, which is nearing about 20 years, has seen a rise in sponsorship money with the most recent extension.
The Telekom and Bayern Munich penned a new deal worth $283 million before the start of the 2015-16 season. T-Mobile will be a part of the Bavarians' jersey until the end of 2022-23.
A T-Mobile spokesperson has revealed that sports sponsorship is an integral part of the company's marketing strategy. Hence they chose Bayern Munich as it is the most successful club in Germany and one of the most successful clubs in Europe.
#4 Barcelona (Rakuten - 2017-18 to 2021-22) — $324 million
Barcelona has had a couple of shirt sponsors in the past decade. Their brilliant form during the late 2000s and early to mid-2010s has made their iconic 'UNICEF' and 'Qatar Airways' kits a part of their history books.
Soon after the 2016-17 season Barcelona's deal with Qatar Airways ended. Rakuten, a Japanese e-commerce and online retailing company, signed up to be the Catalans' shirt sponsor then.
The initial deal was agreed to be for four seasons with the option to extend it for another year. However, Barcelona have been dealing with a lot of internal conflicts and losing out on the face of marketing and promotions in Leo Messi. Hence Rakuten has reduced the money on their final year's deal.
The team has been slammed with another crisis as seemingly they will be without a shirt sponsor by the end of the season.
#3 Manchester United (TeamViewer - 2021-22 to 2025-26) — $325 million
No matter what Manchester United's form is, it never seems to affect the club's brand value. Such is the club's reputation all around the world. Cristiano Ronaldo's return meant it wasn't difficult for Manchester United to find new sponsors after the end of the Chevrolet deal. This is because Ronaldo is arguably the most marketable footballer ever.
However, the new deal meant the Old Trafford-based club are enduring a deficit of about £17m per year. This is in comparison to their record partnership with Chevrolet. Nevertheless, the club has announced that the deficit could be easily met with time.
Manchester United's managing director Richard Arnold said:
"We are tremendously proud to be establishing this partnership with one of the most exciting and dynamic global software companies. The ability to connect and collaborate has never been more important to the world and our community of 1.1 billion fans and followers."
#2 Tottenham Hotspur (AIA - 2019-20 to 2026-27) — $400 million
Tottenham never had a long-term shirt sponsorship deal until the AIA. The Hong Kong-based Multinational Insurance and Finance Corporation agreed to a seven-year deal with the London club.
The lengthy deal was agreed upon with the sum of $400 million. This makes the Spurs-AIA deal the biggest shirt sponsorship deal in the Premier League right now and second-most overall.
The appointment of Nuno Espirito Santo in the summer had given the club, its sponsors and fans new hope. Especially after the team defeated Man City 1-0 in the season opener. However, the team failed to build on the same form and stumbled as the season progressed.
As of now, with Antonio Conte at the helm, the team's stakeholders believe the club will climb up the ranks.
#1 Real Madrid (Emirates - 2017-18 to 2021-22) — $413 million
With being all-time UEFA Champions League record holders and all-time La Liga title winning record holders, Real Madrid's reputation precedes itself. Real Madrid are arguably the most famous, revered and looked upon club in the world.
The same has led to Los Blancos never having to struggle to find shirt sponsors. The aviation company has been the club's official main sponsor since 2011. A record deal between Real Madrid and Fly Emirates has reached its final year.
However, it's most likely that the duo would extend their partnership and break the current record which is worth $413 million.
