Football clubs, just like any other business entity, must have multiple revenue streams if they are to remain afloat.
The most common and lucrative form of revenue generation, other than entrance fees to matches, sale of merchandise and membership subscription, is shirt sponsorship.
Top companies around the globe are willing to part with a fortune just to associate themselves with some of the biggest clubs in the world.
Teamkenya.co.ke takes a look at some of the most valuable shirt sponsorships in recent times.
Real Madrid (Emirates – USD413 Million)
In September 2017, Spanish club Real Madrid renewed its partnership with leading airline Emirates.
The deal was worth Ksh47 billion (USD413 Million) over five years, surpassing Manchester United’s previous deal with Chevrolet to become the most valuable shirt deal.
Emirates, incidentally, also supports AC Milan, Arsenal, Olympiacos, Olympique Lyonnais and England’s FA Cup.
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Tottenham (AIA - USD400 million)
The North London club’s deal with Hong Kong multinational insurance company AIA also features on the list.
Signed in July 2019, Tottenham is expected to receive Ksh5.6 billion every year, which translates to Ksh45 billion (USD400 Million) over 8 years.
Manchester United (Team Viewer - USD325 Million)
The record Premier League winners have always had their A-game up with commercial partnerships, with their latest one with Technology company Teamviewer featuring in this list.
The deal, signed just before the 2021/2022 season kicked off, is worth Ksh37 billion (USD325 Million) over five years, translating to Ksh7.4 billion every year.
It, however, falls short of the Ksh8 billion a year the previous shirt sponsor, Chevrolet, pumped into United.
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Barcelona (Rakuten - USD324 Million)
Despite Barcelona being ridden in debt, it’s shirt sponsor, Rakuten, rakes in enough money to feature in this list.
The Japanese digital company signed up with Barcelona to pump in Ksh6 billion every year four four years, ending the 2021/22 season.
Bayern Munich (T-Mobile - USD283 Million)
Bayern’s deal with T-Mobile, a German Telecommunications Company, also features in the list.
The deal is worth Ksh32 billion (USD283 Million) for seven years.
Bayern has consistently been at the top of German football, producing some of the best players for the German National Team.
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