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2017 European Football Sponsorship Report

Sports Sponsorship Insider has undertaken research into 285 properties and 3,390 different brands across the top leagues and competitions in European football. 

The top five leagues' clubs bring in a total of €1.51bn from their shirt and kit deals, up from €1.31bn in 2016-17 season. The top five leagues bring in a total of €243.6m from central sponsorship deals. 

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AC Milan says the renewal of its front-of-shirt deal with long-standing sponsor Emirates on significantly improved terms is a reward for winning Italy’s Serie A last season and the club's return to the Uefa Champions League.

Coca-Cola has again topped the rankings for sports sponsorship awareness in Spain from a survey of Spanish consumers, despite the absence from its portfolio of one dominant sponsorship property in the country.

Serie A league leader SSC Napoli sold its back-of-shirt branding position to Korean cryptocurrency exchange Upbit earlier this month, in a deal brokered by the European arm of the Entourage Sports & Entertainment agency.

The deal builds on eBay’s original sponsorship of Inter announced in October, which saw the brand become the Serie A club’s ‘Official Marketplace Partner’ for the 2022-23 and 2023-2024 seasons.