Front of Shirt Sponsorship Report 2020-21 – Across the top 15 European Soccer Leagues

While the ‘big five’ European soccer leagues lead the way, in terms of the value of their front-of-shirt sponsorship deals, it is the English Premier League that generates the most revenue. Clubs in the league receive 47% more from partners than the next highest revenue generating league.

This report details the front of shirt sponsors (FOS) of every team in the 15 highlighted leagues (Spain, England, Germany, Italy, France, Portugal, Russia, Belgium, Ukraine, Netherlands, Turkey, Austria, Denmark, Scotland and Czech Republic) alongside sector analysis, tracking the latest trends and understanding which sectors are driving sponsorship revenue.

Scope

This report analyzes the 244 Front of Shirt deals from across Europe. Front of Shirt partnerships are one of the most lucrative pieces of inventory for clubs, given the exposure they generate due to the prominent nature of the branding.

These types of partnerships are enticing for brands due to the huge audience they can potentially reach. For certain teams in certain leagues, such as the Premier League, the Front of Shirt deals are utilized by foreign brands to reach target markets such as China and the United States.

Key Highlights

  • The top five European leagues generate over $1.15bn each season from their front-of-shirt partners alone.
  • In contrast, the next ten leagues generate only $289m per season between all clubs, according to UEFA coefficient rankings

Conrad Wiacek, Head of Sport Analysis at GlobalData, comments:

“Front-of-shirt partners for clubs in the English Premier League spend over $409m per season for the most high-profile piece of sponsorship inventory. Thanks to the way the Premier League has built its presence overseas, its teams can drive significant revenue from brands around the world who are using the league and member clubs to build brand presence in new markets and drive interest in their products.”

Reasons to buy

  • Understand front of shirt sponsorship deals that will be visible across all the teams involved in the fifteen highest ranked national club divisions.
  • Access data on the 244 front of shirt deals from across Europe.
  • Gain comprehensive and detailed sector analysis alongside deal breakdowns.
  • Gain insight into every deal highlighted and valued including the latest trends and developments.
  • Understand the social media following of Europe’s leading clubs.

Table of Contents

Key Stats

Key Statistics

Top 15 Leagues

COVID-19

The impact & potential impact of COVID-19

Market Comparison

Top 20 most valuable Front of Shirt deals

Combined Sector breakdown

New deals for 2020-21 season

Combined Location breakdown

Overall Front of Shirt sponsorship league values

League social media comparison

Teams without a Front of Shirt partner for the 2020-21 season

Sponsorship

Top 15 Leagues Individual Front of Shirt sponsorship

Key Stats

Key Statistics

Top 15 Leagues

COVID-19

The impact & potential impact of COVID-19

Market Comparison

Top 20 most valuable Front of Shirt deals

Combined Sector breakdown

New deals for 2020-21 season

Combined Location breakdown

Overall Front of Shirt sponsorship league values

League social media comparison

Teams without a Front of Shirt partner for the 2020-21 season

Sponsorship

Top 15 Leagues Individual Front of Shirt sponsorship

Key Stats

Key Statistics

Top 15 Leagues

COVID-19

The impact & potential impact of COVID-19

Market Comparison

Top 20 most valuable Front of Shirt deals

Combined Sector breakdown

New deals for 2020-21 season

Combined Location breakdown

Overall Front of Shirt sponsorship league values

League social media comparison

Teams without a Front of Shirt partner for the 2020-21 season

Sponsorship

Top 15 Leagues Individual Front of Shirt sponsorship

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