EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT 2013 / 2014
Expertise by Repucom Your contact persons: Andre Haberla | Kaj Owen
© REPUCOM | EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT | DECEMBER 2013
EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT 2013/14
With EUR 422 mill. invested throughout Europe, apparel remains the most prolific industry in terms of sponsorship of the European football market. Nike is the biggest sponsoring brand, investing EUR 166 mill. across 21 clubs within Europe’s top five leagues. The European leagues analysed in the report include the English Premier League, the German Bundesliga, the French Ligue 1, the Italian Serie A and the Spanish Primera División. This season, the combined sponsorship income of these top five leagues and their 98 participating clubs is approximately EUR 2.1 bill. These are just a few of the findings detailed in the second edition of Repucom’s European Football Industry Sector & Landscape Report for the 2013/14 season. The report focuses on the industry sectors of European football sponsorship and the origins of the companies involved in the sponsorship of Europe’s top leagues and clubs. For the first time, perimeter board advertisers and league sponsors have also been included within the analysis. Premier League clubs have once again generated the highest sponsorship income in Europe, cementing the league’s position as Europe’s top league for sponsorship revenues. As the global appeal of the Premier League continues to grow, so too does the amount of money it receives globally. Currently, 77% of the Premier League’s sponsorship revenue comes from companies based outside UK, 16% of which coming from the Middle East. Indeed, Middle Eastern companies are playing an increasingly important role within the European football industry, now investing the largest amount of money per deal (EUR 10.6 mill.) into European football. Extent Detailed report in English, including graphics and expert assessment of results. Delivered in PDF format (50 pages). Terms & Conditions Net price: EUR 4,900.- excl. VAT* Payment within 14 days following receipt of invoice. *In Germany plus 19% VAT, amounting to EUR 931.-, resulting in a gross price of EUR 5,831.-.
© REPUCOM | EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT | DECEMBER 2013
CONTENTS
» PRESENTATION OF THE RESULTS 1. Sports Fan Interest 2. Pan-European Sponsorship Overview
» Leagues’ Sponsorship Revenue » European Sponsorship Ranking » Sponsors by Industry » Sponsors by Country of Origin 3. European Leagues In Focus
6 10 11 12 14 16
19
» Premier League » Ligue 1 » Bundesliga » Serie A » La Liga
19
4. Terms & Conditions
49
5. Contact Details
50
© REPUCOM | EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT | DECEMBER 2013
25
31 37 43
2. SPONSORS BY COUNTRY OF ORIGIN
Origin of Sponsor with Sponsorship Spend 2013/14 (EUR mill.)
3
Europe
1
North America
1,239 (60%)
331.0 (16%)
5
7
4
Africa 6.4 (0.3%)
South America
Asia
2
112 (5%)
Middle East
0.2 (0.1%)
382 (18%)
6 Rank Rank Highlight Regions 2013/14 2012/13 1 1 Europe 2 3 Middle East 3 2 North America 4 4 Asia 5 5 Africa 6 Oceania 7 6 South America
Deals 6,266 36 275 199 15 5 7
Avg. Spend (EUR mill.) 0.2 10.6 1.2 0.6 0.4 0.2 0.02
Oceania 1.2 (0.1%)
Total 2013/14 (EUR mill.) 1,239 382 331 112 6.4 1.2 0.2
» Europe is the biggest spender in terms of sponsorship of the five leagues (EUR 1,239 mill.) also accounting for the highest number of deals (6,266), but spending a mere EUR 0.2 mill. per deal. » The investments of the Middle East, having the highest average spend per deal (EUR 10.6 mill.), North America, Africa and Oceania might be put into perspective to the level of interest in football as well as the financial wealth of these continents and regions.
» South America, on the other hand, is extremely interested in the sport but its wealthiest countries have their own domestic football leagues where the companies are able to invest their sponsorship budgets and reach a large but more regional target group. Note: Origin of Sponsor refers to the headquarter of the company providing sponsorship. © REPUCOM | EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT | DECEMBER 2013
3. BUNDESLIGA SPONSORS BY COUNTRY OF ORIGIN
Sponsorship Deals and Spend (Domestic vs. International)
International
2,743 7%
Top 5 International Countries (Sponsorship Spend in EUR mill.)
EUR 523 mill.
# of Deals
29 21%
15 11 Domestic
8
8
93% 79%
Sponsorship # of Deals
Sponsorship Spend
USA
Russia
Italy
UAE
South Korea
62
1
6
2
5
Sponsorship deals in the Bundesliga are mainly from domestic companies (93%) which also account for 79% of the total sponsorship revenue. International companies only account for 21% of the total revenue. » USA is in front with the highest sponsorship spend (EUR 29 mill.) and also ranks on top for number of international deals in the Bundesliga. » Russia follows in second but this result must be put into perspective, as there is only one deal from this country by energy company Gazprom (EUR 15 mill.). » Italy ranks third with (EUR 11 mill.), followed by UAE with EUR 8 mill. (Emirates – Hamburger SV). » South Korea ranks fifth (EUR 8 mill.) with investments from ‘Automobile’ and ‘Consumer Electronic’ companies.
Note: Origin of Sponsor refers to the headquarter of the company providing sponsorship. © REPUCOM | EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT | DECEMBER 2013
TERMS & CONDITIONS
TERMS AND CONDITIONS OF USE Please note that this report is subject to copyright agreements. All rights are reserved by Repucom. No part of this report may be reproduced, processed or further distributed in any fashion whatsoever without the author’s prior written consent. In this case Repucom. As a condition of publication of any contents of this study, as above, written consent must be given by Repucom. Whilst proper due care and diligence has been taken in the preparation of this document, Repucom 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.
© REPUCOM | EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT | DECEMBER 2013
CONTACT DETAILS
ANDRE HABERLA
KAJ OWEN
Head of Market Intelligence
Project Manager Market Intelligence
Phone Email
+49 (0)221 43 073 784 ahaberla@repucom.net
Phone Email
+49 (0)221 43 073 146 kowen@repucom.net
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© REPUCOM | EUROPEAN FOOTBALL INDUSTRY SECTOR & LANDSCAPE REPORT | DECEMBER 2013