Insight: European Football League Title Sponsors

4th August 2011

NEWSLETTER

European Map of Football League Title Sponsorship Deals in 2011/2012

The top football flights of 64% of the 53 UEFA member associations have a title sponsorship deal.
The total volume of all title sponsorship deals exceeds EUR 120 million p.a.

Source: SPONSORGLOBE by SPORT+MARKT

Not shown on the map: the UEFA member associations Israel and Azerbaijan and also have league title sponsorship deals.

Insight: European Football League Title Sponsors

4th August 2011

NEWSLETTER

Total Volume of Title Sponsorship by Sector in 2011/12

Total annual sponsorship volume: approx. 120.000.000 EUR
The insurance and financial sector invests over EUR 60 million p.a. into league title sponsorships within UEFA. This amounts to approx. half of all title sponsorship investment in the European association. The sectors lottery/betting (19.8%) and telecommunications (17.4%) also play a major role in title sponsorship investment. The most lucrative deals are those of TIM in Serie A and SPORTOTO in the SperLig. In the beverage industry, breweries are primarily active as title sponsors. The sector accounts for 7.2% of the total sponsorship volume.

0.5% 2.1% 2.4% 7.2%

50.6%

17.4% 19.8%

Status: July 2011

Insurance/Finance Telecommunications Transportation Miscellaneous

Lottery / Betting Beverages Energy

A special situation exists in the Austrian and Portuguese top flights, where two sponsors share title rights. In the tipp3-Bundesliga powered by T-Mobile sport betting provider tipp3 cooperates with the mobile telecommunications provider T-Mobile. In the Portuguese Liga Zon Sagres the telecommunications company ZON Multimdia and the brewery Sagres share the naming rights. In football leagues outside Europe, title sponsorship is also a popular tool. For example, title sponsorship deals exist in Australia (Hyundai A-League), China (Wanda Plaza CSL) and India (ONGC I-League).

Insight: European Football League Title Sponsors

4th August 2011

NEWSLETTER

Top 5 European Football League Title Sponsorship Deals in 2011/12

Rank Sponsor League Country Industry sector

Barclays

Barclays Premier League

England

Insurance / Finance

BBVA

Liga BBVA

Spain

Insurance / Finance

TIM

Serie A TIM

Italy

Telecommunications

SOGAZ

SOGAZ Russian Football Championship

Russia

Insurance / Finance

SPORTOTO

SPORTOTO SperLig

Turkey

Lottery / Betting

Source: SPONSORGLOBE by SPORT+MARKT

In the comparison of European football title sponsorship deals, English financial provider Barclays heads the ranking with an annual investment of approx. EUR 30 million p.a. and is significantly ahead of Spanish bank BBVA. Positions three to five are occupied by the title sponsors of the Italian, Russian and Turkish top flights - TIM, SOGAZ and SPORTOTO and are comparable in terms of investment.

Insight: European Football League Title Sponsors

4th August 2011

NEWSLETTER

Insight: European Football League Title Sponsors

About SPONSORGLOBE
SPONSORGLOBE is a monthly newsletter featuring central key information from international sport business. The SPONSORGLOBE database, unique throughout the world and containing over 50,000 current sponsorship deals as well as key facts on sponsors and sponsorship engagements in sport and the entertainment sector, serves as a basis alongside other sources. About SPORT+MARKT As the leading research and consultancy company in international sport business, SPORT+MARKT has been analysing the developments and factors for success on the sponsorship and advertising markets for over 20 years.

In addition to expertise in market, media research and strategic consultancy, we provide our clients with information from one of the most extensive global databases for sport, sponsorship and communications. As an independent reference on the market, SPORT+MARKT develops customised solutions for the planning, evaluation and optimisation of engagements in sport business. We are currently active in over 120 global markets with over 500 employees. In addition to our headquarters in Cologne, we have branches in the U.K., Spain, Italy, France, Brazil, the Netherlands and Singapore. In 2010, SPORT+MARKT formed a strategic alliance with the Australian-American company, REPUCOM International, to establish a global network for sponsorship research and consultancy.
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