European Football Industry Sector & Landscape Report 2013/2014

© REPUCOM | EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT | DECEMBER 2013

EUROPEAN FOOTBALL

INDUSTRY SECTOR &

LANDSCAPE REPORT 2013 / 2014

Expertise by Repucom

Your contact persons: Andre Haberla | Kaj Owen


EUROPEAN FOOTBALL INDUSTRY SECTOR &

LANDSCAPE REPORT 2013/14

With EUR 422 mill. invested throughout Europe, apparel remains the most prolific industry in terms

of sponsorship of the European football market. Nike is the biggest sponsoring brand, investing

EUR 166 mill. across 21 clubs within Europe’s top five leagues.

The European leagues analysed in the report include the English Premier League, the German

Bundesliga, the French Ligue 1, the Italian Serie A and the Spanish Primera División. This season,

the combined sponsorship income of these top five leagues and their 98 participating clubs is

approximately EUR 2.1 bill.

These are just a few of the findings detailed in the second edition of Repucom’s European Football

Industry Sector & Landscape Report for the 2013/14 season. The report focuses on the industry

sectors of European football sponsorship and the origins of the companies involved in the

sponsorship of Europe’s top leagues and clubs. For the first time, perimeter board advertisers and

league sponsors have also been included within the analysis.

Premier League clubs have once again generated the highest sponsorship income in Europe,

cementing the league’s position as Europe’s top league for sponsorship revenues. As the global

appeal of the Premier League continues to grow, so too does the amount of money it receives

globally. Currently, 77% of the Premier League’s sponsorship revenue comes from companies

based outside UK, 16% of which coming from the Middle East. Indeed, Middle Eastern companies

are playing an increasingly important role within the European football industry, now investing the

largest amount of money per deal (EUR 10.6 mill.) into European football.

Extent

Detailed report in English, including graphics and expert assessment of results. Delivered in PDF

format (50 pages).

Terms & Conditions

Net price: EUR 4,900.- excl. VAT*

Payment within 14 days following receipt of invoice.

*In Germany plus 19% VAT, amounting to EUR 931.-, resulting in a gross price of EUR 5,831.-.


CONTENTS

» PRESENTATION OF THE RESULTS

1. Sports Fan Interest 6

2. Pan-European Sponsorship Overview 10

» Leagues’ Sponsorship Revenue 11

» European Sponsorship Ranking 12

» Sponsors by Industry 14

» Sponsors by Country of Origin 16

3. European Leagues In Focus 19

» Premier League 19

» Ligue 1 25

» Bundesliga 31

» Serie A 37

» La Liga 43

4. Terms & Conditions 49

5. Contact Details 50


2. SPONSORS BY COUNTRY OF ORIGIN

Europe

1,239

(60%)

1

Middle East

382

(18%)

2

North America

331.0

(16%)

3

Asia

112

(5%)

4

Oceania

1.2

(0.1%)

6

South America

0.2

(0.1%)

7

Africa 5 6.4

(0.3%)

» Europe is the biggest spender in terms of sponsorship of the five leagues (EUR 1,239

mill.) also accounting for the highest number of deals (6,266), but spending a mere EUR

0.2 mill. per deal.

» The investments of the Middle East, having the highest average spend per deal (EUR

10.6 mill.), North America, Africa and Oceania might be put into perspective to the level

of interest in football as well as the financial wealth of these continents and regions.

» South America, on the other hand, is extremely interested in the sport but its wealthiest

countries have their own domestic football leagues where the companies are able to

invest their sponsorship budgets and reach a large but more regional target group.

1 Europe 6,266 1,239 0.2

3 Middle East 36 382 10.6

2 North America 275 331 1.2

4 Asia 199 112 0.6

5 Africa 15 6.4 0.4

- Oceania 5 1.2 0.2

6 South America 7 0.2 0.02

1

2

3

4

5

6

7

Rank

2013/14

Rank

2012/13 Highlight Regions

Total 2013/14

(EUR mill.) Deals

Avg. Spend

(EUR mill.)

Origin of Sponsor with Sponsorship Spend 2013/14 (EUR mill.)

Note: Origin of Sponsor refers to the headquarter of the company providing sponsorship.


3. BUNDESLIGA SPONSORS BY COUNTRY OF ORIGIN

93%

79%

7%

21%

Sponsorship

Spend

Domestic

International

EUR 523 mill. 2,743

Sponsorship

# of Deals

15

Russia

11

USA

29

Italy

8

South

Korea

UAE

8

Sponsorship deals in the Bundesliga are mainly from domestic companies (93%) which

also account for 79% of the total sponsorship revenue. International companies only

account for 21% of the total revenue.

» USA is in front with the highest sponsorship spend (EUR 29 mill.) and also ranks on top

for number of international deals in the Bundesliga.

» Russia follows in second but this result must be put into perspective, as there is only

one deal from this country by energy company Gazprom (EUR 15 mill.).

» Italy ranks third with (EUR 11 mill.), followed by UAE with EUR 8 mill. (Emirates –

Hamburger SV).

» South Korea ranks fifth (EUR 8 mill.) with investments from ‘Automobile’ and ‘Consumer

Electronic’ companies.

62 1 6 2 5

Sponsorship Deals and Spend

(Domestic vs. International)

Top 5 International Countries

(Sponsorship Spend in EUR mill.)

Note: Origin of Sponsor refers to the headquarter of the company providing sponsorship.

# of Deals


TERMS & CONDITIONS

TERMS AND CONDITIONS OF USE

Please note that this report is subject to copyright agreements. All rights are reserved by

Repucom. No part of this report may be reproduced, processed or further distributed in any

fashion whatsoever without the author’s prior written consent. In this case Repucom. As a

condition of publication of any contents of this study, as above, written consent must be

given by Repucom.

Whilst proper due care and diligence has been taken in the preparation of this document,

Repucom cannot guarantee the accuracy of the information contained and does not accept

any liability for any loss or damage caused as a result of using information or

recommendations contained within this document.


CONTACT DETAILS

ANDRE HABERLA

Head of Market Intelligence

KAJ OWEN

Project Manager Market Intelligence

Phone +49 (0)221 43 073 784

Email [email protected]

Phone +49 (0)221 43 073 146

Email [email protected]

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European Football Industry Sector & Landscape Report 2013/2014

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