Monday, August 15, 2005

English shirt sponsorship round-up

For £10 million, Chelsea have signed up with the Korea's Samsung Mobile electronics giant for five years, making it the UK's biggest ever football shirt sponsorship. In Europe, only Juventus (£15 million) and Bayern Munich (£13.5 million) make more per year.

Following Malcolm Glazer's takeover of Manchester United, Vodafone remains 'committed to the club' and its £9 million shirt sponsiorship.

This is the last season that the O2 logo will appear on the Arsenal shirt, having been outbid by Emirates. The airline moves across London from Chelsea to become shirt and stadium naming-rights sponsor in a £90m deal. The shirt is valued at £5 million a year as part of the deal.

Newcastle United retain a loyal following, driving up television audience figures and with it the £5 million sponsorship value of its shirts to Northern Rock.

Last season was set to mark the end of Carlsberg's 13-year commitment to the Merseyside club, the longest commercial relationship in British football. But Champions' League success changed all that. A new £5 million deal was signed shortly before Liverpool's incredible comeback and victory in the European Cup final in Istanbul in May.

Thomas Cook is spending is £1 million on shirt sponsorship to test the theory that Manchester City fans are four times more likely to go on holiday with the sponsor than followers of other clubs.

The challenge for Japanese printer manufacturer Oki Printer's £350,000 spend with Portsmouth is to surpass the impact made by their predecessors on the shirt, toy manufacturer Ty. In prompted recall research last season, Portsmouth's sponsor came bottom. Just 3 per cent of sports fans could recall Ty, compared to 51 percent who knew of Vodafone's tie-up with Manchester United.

FlyBe is on Birmingham City's shirt for the second year and the £800,000 contract is due to expire at the end of 2006 season. The club's charismatic chief executive, Karren Brady has put together an enviable group of secondary sponsors including T-Mobile, Carlsberg and Primetime, a recruitment service, who value the club's large local following.

The Reebok logo on Bolton's shirt comes as part of the stadia naming rights agreement which sees the club play at the Reebok Stadium. At £500,000, one of the more successful naming rights agreements (three points for remembering the name of Bolton's old ground). It is a blueprint copied by Arsenal's move to new Emirates "branded" premises next year.

Sports-related tourism is one of the sector's biggest growth areas. The Lions tour, the Athens Olympics and Euro 2004 in Portugal are all recent examples of sport driving sales in the holiday business. However, given the Tottenham's recent abysmal record in Europe, quite where the value of Thomson Holiday's £3 million comes in is less clear.

Thai beer company, Chang Brewing, recently renewed its relationship with the club for a further three years despite a limited UK presence. The £1 million deal is testament to the Premiership's international audience across 195 countries. Everton recently played in the Asia Trophy in Thailand and funds have also gone towards the construction of Everton-Chang village near Phuket, in the aftermath of last year's tsunami. - The Independent