English Premier League leads the way in shirt sponsorship revenues

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If boasting the biggest television deal in soccer history wasn’t enough, not to mention playing host to 17 of the globe’s 30 wealthiest clubs, the English Premier League can also lay claim to ruling the roost when it comes to shirt sponsorship.
According to Repucom’s European Football Jersey Report 2015-16, England’s top flight has — for the second year running — raked in more revenue generated by front-of-shirt sponsorship than any of the continent’s top six leagues.

The report, published Wednesday, takes into account football shirt sponsorship in the Premier League, German Bundesliga, Spanish La Liga, French Ligue 1, Italian Serie A and Dutch Eredivisie.

This season alone, the Premier League has generated a total of $370 million in shirt sponsorship revenues — almost double its nearest rival, the Bundesliga, on $188.3 million. La Liga follows in third with revenues of $117.7 million — down from last year’s total of $126.7 million.

“The Premier League is so far ahead of the other big leagues in Europe that they’re completely out of sight basically,” Sporting Intelligence editor Nick Harris told CNN.

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“It’s the biggest, the most visible, the most watched, the most popular in the world — which it is in terms of TV deals and TV audiences. And obviously having that visibility and popularity will mean the biggest clubs in that league can attract the biggest shirt deals.”

After making $273.6 million from shirt sponsorship revenues last season, the Premier League’s 35% increase this year also represents the biggest surge across Europe.

That hike was in no small part down to Manchester United’s new kit deal with Adidas — worth a reported $117 million per year — while Chelsea’s new contract with Japanese tire manufacturer Yokohama is reported to be worth $62.5 million per year.

The United Arab Emirates is the leading foreign investor, spending $183 million in sponsorship across the six leagues, followed by Germany ($152 million) and the U.S. ($97.5 million).

La Liga has 87% of shirt revenue from overseas sponsorship, while the EPL has 82% and Ligue 1 is third with 60%.

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