Premier League football clubs have set a new world record for total revenue generated from shirt sponsorship, according to a new study.
Research conducted by Sporting Intelligence values this year’s Premier League sponsorship deals at an incredible £99.75 million, a significant increase on last year’s £71.8million total and enough to break the previous record set by Germany’s Bundesliga last season.
Liverpool and Manchester United are the two biggest contributors to the huge total, both commanding £20 million a year from their new sponsors. Liverpool’s new deal with Standard Chartered is more than double their previous agreement with Standard Chartered and insurer Aon has better United’s previous deal with AIG by £6 million a season.
With shirt sponsorship making up between 2% and 10% of a club’s total revenue the deals are certainly an important income stream for the Premier League.
Alex Miller, who conducted the study, feels that the Premier League will be pleased to now have more valuable kit deals than the Bundesliga.
"It shows how successful the English top flight is when firms will pay such huge sums for their brands to be seen in stadiums and, crucially, on television around the world."