Shirt sponsorship deals obviously is one of the biggest high income earners for football clubs across the world. Teams with high brand value,seek the biggest brands to partner with and have their brand names grace their jerseys.

Across Africa it is the teams from North,Central and Southern Africa that really have excelled in this area. You need to see the North African teams when they came to Nigeria to play our local teams, they are heavily branded , they have massive sponsorships from big brands. This situation had some of these teams on a collision course with the present Caf body, because CAF in their indiffernce went out of their way to make deals with conflicting and rival brands to some of those presently sponsoring the clubs.

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NIGERIA

For Nigeria we are still in the backwaters of shirt sponsorships, as our supposed Professional league is yet to set off from ground zero where it has been for quite a while now.We are still trying to make our league appealing to fans and sponsors and the issue of it being a professionally run league remains a discussion in many more years to come unless drastic actions are taking.

It’s disheartening that a football loving nation like Nigeria cant boast of a well organised premier football league that can attract the big brands in and around the country.A league that has no Television followership because of ZERO televised live matches or even highlight shows remains an anathema for brand and Brands managers.These managers willl surely make sure that their brands doesn’t touch our football league clubs with a ten foot pole not to mention shirt sponsorships.

SOLUTION

We just have to retrace our steps and go back to proper repackaging of the league and make it professional as its name implies.We have to do our due diligence right, proper documented players transfers ,welfare of players is supreme – payment of salaries as at when due, never allowing clubs get away with owing players and managers, sudden disrepect of contract by placing teams on half salary indiscriminately because of performance or otherwise is unwholesome ,good playing stadia is a must, television coverage across board is vital , proper security at the venues is most important,reviewing the law book,taking and implementing to the latter approaprite ctions of all issues and sanctions on erring clubs as at when due, in all making sure that the league and its member clubs are real owners of the league. A close look at the LMC chairman as an automatic 2nd VP of the football authorities should be given a second look as well.

Finally if our league is well packaged and top players remain for longer years and the performances of major teams improve both on the continent and at home, it will surely impact on their continental adventures this in the long run give them a good look in from sponsors and corporate institutions.

“A league that has no Television
followership because of ZERO
televised live matches or even
highlight shows remains anathema
for brand managers and BRANDS..”

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EUROPE

In Europe it is a partnership that works, as Big brands across all sectors compete favourably and pay top dollar to secure shirt sponsorship deals with well run and successful professional clubs.Brands like Chevrolet, Emirates, Etihad, T-mobile,Rakuten,etc are sponsors of some of the biggest clubs in the world.

Stats available on football sponsorship deals in Europe’s top 5 leagues has it that Manchester United’s deal with Chevrolet is the biggest in the world at 71 million euros per year).  Across the top 5 leagues the top earners in Italy is AC Milan with an agreement with Emirates worth 18.5 million euros per season (yet they aren’t in the top 10 biggest shirt sponsorship deals in world football). In Germany Bayern holds sway while Real Madrid shirt sponsorship deal is King of Laliga.

10 BIGGEST SHIRT SPONSORSHIPS IN WORLD FOOTBALL.

It’s not out of place to have the biggest earners from Spain and England because that is a territory where football is truly run on a professional pedestal.

CLUBS  SPONSORS  AMOUNT
MANCHESTER UNITED   CHEVROLET 71.1M
REAL MADRID   EMIRATES 70M
BARCELONA   RAKUTEN 55M
MANCHESTER CITY  ETIHAD 45.9M
BAYERN MUNICH   T-MOBILE 42M
CHELSEA  YOKOHAMA 36.7M
LIVERPOOL   STANDARD CHARTERED 32.1M
ARSENAL   EMIRATES 31M
TOTTENHAM HOTSPURS  AIA 28.1M
PSG  EMIRATES  25M

amount in Euros

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SPONSORSHIP FACTS

6 of the clubs –  Manchester United, City, Spurs, Arsenal,Chelsea and Liverpool are premierleague clubs

2 Laliga clubs –  Real Madrid and Barcelona

1 Bundesliga club (Bayern) , Lique 1 club (PSG)

Emirates group sponsors the more clubs in the top ten and cuts across 3 leagues – Real Madrid, PSG and Arsenal

Emirates group are the biggest spenders in the top 10 list.

  •  SD

 

 

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