The value of shirt sponsorships for the 2011/12 season has jumped significantly according to research published this week.
The survey, conducted by sportingintelligence.com, suggests that the revenues earned by Premier League clubs by selling the space on their shirts has jumped by as much as 20 per cent.
Premier League clubs will earn £117.5m from their shirt sponsorship deals this season, compared with £100.45m in the 2010/11 campaign. Figures published are based on a year-on-year breakdown of a club's long-term deal and include Manchester City's record sponsorship agreement with Etihad.
The reported £400m combined shirt and stadium sponsorship deal with Etihad has been criticised by many within the game and UEFA are set to investigate whether the record deal falls foul of their Financial Fair Play rules. But speaking on sportingintelligence's website, Rupert Pratt, managing director of sports sponsorship experts Generate Sponsorship says that City's deal is not as overpriced as some think, especially compared to current deals at other Premier League clubs.
He said: "Over the last few seasons, Manchester City have performed roughly as well as Liverpool, who enjoy a £20m a year shirt sponsorship with Standard Chartered. The high-profile nature of many of [City’s] players further justifies the price."
The survey includes all current and promoted clubs to the English Premier League and also takes into account Blackburn Rovers' significant drop in shirt sponsorship revenues. The Lancashire club ended their long standing yearly agreement with Crown Paints hoping to secure signifance investment elsewhere, but having failed to secure a big money shirt sponsorship deal opted to gain some good PR by donating their shirt sponsorship to the Princes Trust.
2011/12 Shirt Sponsors
|Everton||Chang Beer||Upto £4m|
|Newcastle United||Northern Rock||£2.5m|
|Queens Park Rangers||AirAsia (tbc)||£2.3m|
|West Bromwich Albion||Bodog Europe||£1.1m|
|Blackburn Rovers||Prince's Trust||Zero|