The sixth edition of SPORT+MARKT ‘European Jersey Report’ reveals prices paid in the UK, Germany, Spain, Italy, France, and the Netherlands for the 2004-2005 increased on last season.
The European shirt sponsorship total climbed to B330million. The total annual volume for the clubs in the top leagues in the six investigated markets was B330.8million.
This climb of B10million on the previous season, meant that the fall of the previous season was stemmed.
This upward trend was, however, bucked in England alone where total deals for the clubs in the FA Premier League were down B2million to B60.8million.
The German Bundesliga, while still the largest market in Europe (despite being for only 18 clubs), saw a reduction in its market share of jersey sponsorship volume from 27.7 per cent to 26.8 per cent.
There were increased shares for the French Ligue 1 (13.1 per cent to 14.3 per cent) and Spanish Primera Division (9.8 per cent to 10.7 per cent). Italy’s Serie A (20.5 per cent) and the Netherlands’ Eredivisie (9.3 per cent) maintained the shares of last season.
The average price of jersey sponsorship in the English Premiership slipped B0.1million to B3million, just above the European average of B2.9million.
This was in third place behind leaders Germany (average price B4.9million) and Italy (B3.6million) and not too far ahead of France (up B0.3million to B2.4million).
Juventus FC has usurped Bayern Munich with the largest deal in Europe. Its new deal with Sky Sport and Tamoil, is worth B18.5million per annum (part of a B90million annual package including media rights), overtaking Bayern’s B17million-a-year deal with Deutsche Telekom.
Manchester United’s new improved four-year deal with Vodafone (B13million per annum) did not move it up in the rankings as it remained behind an improved deal between Real Madrid and Siemens Mobile (B14million per annum).