Analysis  | 6 min read
19 Jul 21

Sponsorship in European football: an overview

  • The five largest shirt sponsorship deals account for an estimated €1.45 billion in value
  • In the Bundesliga 78% of stadiums have a sold their naming rights
  • UEFA estimates a projected sponsorship and commercial revenue loss of €2.4-€2.7bn due to Covid-19

The pandemic highlighted the significance of commercial partnerships as a source of revenue in modern football, but just how much do sponsorships contribute to a club’s revenues?