LONDON: Premier League clubs generating more than $1.3bn in sponsorship revenue, with 33pc coming from kit supplier deals and half of the 20 clubs displaying the logo of at least one betting company on their shirts.
The figures, compiled by Sportcal, a GlobalData company, stated that the 20 clubs generate more than $1.3bn in annual sponsorship revenues.
The English Premier League is one of the most popular sports leagues in the world, reflected by the amount of money spent by brands in partnering with Premier League clubs.
Sportcal’s latest report, ‘The Business of the English Premier League, 2019-2020’, reveals that brands spend more than $1.3bn annually in partnerships with the 20 clubs. With the global reach of the league into markets such as Asia and the US, partnering with Premier League teams is an effective way of reaching audience in those markets
Conrad Wiacek, head of sponsorship at Sportcal, said: “The Premier League’s massive global appeal [means] many brands see the league and its associated clubs as the ideal marketing platform.”
The majority of the league’s revenue comes from the clothing and accessories sector, responsible for 40pc of all sponsorship revenue and kit supplier deals account for nearly 33pc of revenue, with the financial services industry the next largest sector, contributing 15pc of total revenue.
Wiacek added: “[Football] has traditionally been seen as a working class sport, but the new reality is that, for many brands, the league offers access to an increasingly affluent fan base.
“The opportunities afforded by modern stadia in terms of corporate hospitality and luxury experiences mean that many businesses will use the sport as a means of reaching their target audiences through targeted partnerships.
“Additionally, many financial services firms are using sport partnerships, particularly in football, to reach the end user directly.”
While financial services and clothing brands have established themselves in the sport, gambling and gaming sponsorships are a relatively new entrant into the market and have taken over the Premier League with 50pc of all Premier League teams displaying the logo of at least one betting company on their shirts.
For gambling brands who face restrictions in their own domestic market, such as China, the Premier League allows them to circumvent those restrictions and reach their target audience.
Wiacek added: ‘’While ethical and moral questions remain around gambling and gaming partnerships, the appeal of these deals to clubs is obvious with over $100m being spent on these agreements which now accounts for 8% of total sponsorship income.’’