There are still massive amounts in European football despite the economic turmoil, which has characterized Europe in recent years. As an example, Adidas signed a 7-year deal with EURO 2012 and 2016 (a deal running from 1/1/2010 to 31/12/2016) at a total value of $105 mio. (Sports Marketing Frontiers). UEFA Champions League is a good commercial asset for European football and new 3-year deals with Mastercard and Gazprom running from 2012 to 2015 reflect the ‘cash cow’ of European clubs tournaments. Each deal has an estimated value of approximately $50 mio. per year (Sport Marketing Frontiers). As you can see in the diagrams below, financial services account for the biggest proportion of the deals in European football (table 1), including the English Premier League (table 2). The development in the Premier League has been sparked by Manchester United’s partnership with AON and Liverpool FC’s partnership with Standard Chartered.
Table 1: Sponsorship value by sector in European football (Sports Marketing Frontiers, 2013)
Table 2: Sponsorship value by sector in the English Premier League in football (Sports Marketing Frontiers, 2013)
Sports Marketing Frontiers