European Football Kit Supplier Report 2014

EUROPEAN FOOTBALL KIT SUPPLIER REPORT 2014 August 2014

Expertise by Repucom & PR Marketing Your contact persons: Nils Coch | Dr. Peter Rohlmann

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CONTENTS

» INTRODUCTION » Background of the Study » Importance of Replica Shirts to Club Merchandising » Pricing of European Club Jerseys

» 2012/13 EUROPEAN TOP 20 CLUBS » Who are the European Top 20 Clubs of 2012/13? » Distribution of Kit Suppliers » Sponsorship Expenditure per Kit Supplier » Development of Total Revenue from Kit Supplier Deals » Share of Kit Supplier Fee Revenue in Total Club Income » Development of Total Jersey Sales » Share of Jersey Sales per Kit Supplier » Relation of Sponsorship Fee, Jersey Sales and Number of Deals

» 2013/14 CHAMPIONS LEAGUE CLUBS » Distribution of Kit Suppliers » Distribution of Kit Supplier Sponsorship Revenue » Jersey Sales Per Kit Supplier » Duration of Kit Supplier Partnerships

4 5 5 6

8 9 10 10 11 11 12 12 13

14 15 16 17 17

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CONTENTS

» 2013/14 EUROPE’S TOP 5 LEAGUES » Distribution of Kit Suppliers from 2003/04 to 2013/14 » International Spread of Kit Suppliers » Development of Total Revenue from Kit Supplier Deals » Revenue from Kit Supplier Deals per League » Development of Jersey Sales » Jersey Sales per League » Unprompted Awareness of Kit Suppliers as Companies Commercially Engaged in Football in the Top 5 Markets » Relation between Sponsorship Expenditure, Unprompted Awareness and Jersey Sales » Cumulated Fan Potential of the Top 5 Leagues » The European Top 5 Leagues in Focus

18 19 20 21 22 23 24 25 26 27 28

» TRENDS & DEVELOPMENTS

38

» EXCURSUS: KIT SUPPLIER ENDORSEMENTS

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» TERMS & CONDITIONS / © COPYRIGHT

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» CONTACT DETAILS

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2013/14 EUROPEAN TOP 5 LEAGUES

2013/14 INTERNATIONAL SPREAD OF KIT SUPPLIERS

adidas

9

Nike

4

Puma 5 others

adidas

2

6

Nike

1

Puma

3

Jako

3

Kappa Nike

3

adidas

3

Kappa

3

Macron

3

Puma 6 others

5

1

2 1

Nike

6

adidas

3

Joma 9 others

Kappa

3

Macron

3

Nike

3

errea

2

Givova

2

7 others*

1

2 1

» The Premier League is the best example of the overall consolidation of the kit supplier market. While eleven brands had been active in the English top flight in the 2012/13 season, the number of different kit suppliers in 2013/14 only amounted to eight. » However, the German Bundesliga is still the least fragmented market with just five kit suppliers represented. On the contrary, twelve companies account for the 20 Serie A clubs and the 20 Primera División clubs, respectively, which make them the most fragmented leagues. » While Adidas has further extended its top position in England with four new deals, in Germany Nike has become second behind Adidas with two new signings. * AS Roma did not have a contract with a kit supplier in 2013/14, but produced its jerseys under its own brand

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2013/14 EUROPEAN TOP 5 LEAGUES

2013/14 TOTAL JERSEY SALES PER LEAGUE 5,140,000

3,099,500 2,591,900

Premier League Primera División

Average

2,323,000

Bundesliga

1,220,000

1,177,000

Ligue 1

Serie A

61,000

58,850

Ligue 1

Serie A

Ø 2013/14 AVERAGE JERSEY SALES PER LEAGUE

257,000 154,975

Premier League Primera División

132,240

Average

129,056

Bundesliga

Ø » Analysing the number of jersey sales by country, clubs participating in the 2013/14 Premier League campaign sold the most replicas, roughly amounting to 5.1 mill. This is almost twice as much as the average of all five leagues. » This can be explained by the fact that the English top flight is still the most watched football league drawing global attention especially in Asia and Africa due to its unbowed reputation as the most passionate European domestic football league with exciting and unpredictable matches. » As another remarkable finding, the Ligue 1 has outpaced its Italian equivalent which now comes in last place in terms of jersey sales in 2013/14.

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TERMS & CONDITIONS

TERMS AND CONDITIONS OF USE Please note that this report is subject to copyright agreements. All rights are reserved by Repucom / PR Marketing. In particular, copyright is reserved for the investigation design together with expert evaluations and assessment of the results, which are the intellectual property of Repucom / PR Marketing. If it is intended that this study in full or excerpt will be published, prior written consent is required from the proprietors, Repucom / PR Marketing. Whilst proper due care and diligence has been taken in the preparation of this document, Repucom / PR Marketing cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document.

ÂŠ REPUCOM / PR MARKETING | EUROPEAN FOOTBALL KIT SUPPLIER REPORT | AUGUST 2014

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ÂŠ COPYRIGHT

The processes, methodologies, strategies, analysis techniques and materials which are detailed in this presentation are confidential and remain the sole and exclusive property of Repucom Europe / PR Marketing. They are being disclosed in confidence and may not be reproduced, distributed, publicly displayed, adapted or used in any manner, by any other person, or any other entity without the express written consent of Repucom Europe / PR Marketing. Any unauthorized reproduction, distribution, display, adaptation, or other use of such concepts will constitute breach of protected proprietary rights which are held by Repucom Europe / PR Marketing, including but not limited to trade secrets, copyright rights, thereby exposing the breaching person or entity to legal remedies. Repucom Europe / PR Marketing is making this presentation with the understanding that it will be compensated for any use of processes, methodologies, strategies, analysis techniques contained herein. By having viewed this presentation you have agreed to provide adequate compensation to Repucom Europe / PR Marketing if you distribute, display, adapt or otherwise use the disclosed processes, methodologies, strategies or analysis.

ÂŠ REPUCOM / PR MARKETING | EUROPEAN FOOTBALL KIT SUPPLIER REPORT | AUGUST 2014

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CONTACT DETAILS

NILS COCH

DR. PETER ROHLMANN

Project Manager - Market Intelligence

Managing Director

Phone Fax Email

+49 (0)221 430 73 766 +49 (0)221 430 73 612 ncoch@repucom.net

Phone Fax Email

+49 (0)5971 179 08 +49 (0)5971 179 09 info@pr-marketing.de

REPUCOM

PR MARKETING

LUXEMBURGER STR. 299 50939 COLOGNE GERMANY

HUNTESTR. 19 48431 RHEINE GERMANY

WWW.REPUCOM.NET

WWW.PR-MARKETING.DE

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European Football Kit Supplier Report 2014

Published on Aug 6, 2014

Nielsen Sports

With more than five million jerseys sold and revenue from kit supplier deals to the extent of EUR 163 mill., the English Premier League still remains the most prolific and most marketable division amongst the European top five leagues in 2013/14. In addition to the English top flight, the German Bundesliga, the French Ligue 1, the Italian Serie A and the Spanish Primera División have been analysed in the new Kit Supplier Report 2014. In season 2013/14, the combined jersey sales of all top five leagues have reached a new maximum amounting to nearly 13 mill. replicas. Likewise, new kit supplier deals signed ahead of 2013/14 account for the highest amount of total income from kit supplier sponsorships in football history. These are just a few of the findings detailed in the third edition of Repucom’s European Football Kit Supplier Report 2014 compiled in collaboration with PR Marketing. Repucom and PR Marketing’s full Kit Supplier Report 2014 is a reflective view of the growth of the kit