CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - 2017 REPORT
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CAR SPONSORSHIPS
IN EUROPEAN FOOTBALL
2017 REPORT
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
INTRODUCTION
Welcome to our “Car Sponsorships in European Football” Report. Our team at the Sports Business Institute Barcelona has worked hard
over the past month to collect, summarize and interpret the data on car sponsors involved in the football industry in Europe.
Automakers’ interest in European football sponsorship continues to grow as brands look to gain market share over their competitors while
at the same time penetrate emerging markets.
The report focuses on the involvement of the automotive industry in sponsorships with football clubs across the top five leagues in Eu-
rope including the Premier League, La Liga, the Budesliga, Serie A and Ligue 1.
We hope you enjoy reading it and would welcome your feedback.
ABOUT THE SPORTS BUSINESS INSTITUTE BARCELONA
The Sports Business Institute (SBI) is a private learning institution based in Barcelona with a regional office in North America that pro-
vides top-quality practical executive business training to those aspiring to work or advance their career in sports, with a particular focus
on the football industry.
FOOTBALL INDUSTRY CAREER ADVANCEMENT GLOBAL NETWORKING
RECOGNITION Learn the knowledge and develop the skills to Share skills, knowledge and network by joining
Backed by a reputation of having previously trained optimize your professional opportunities in the an alumni community made up of like-minded
executives from the top clubs, leagues, federations football industry. peers and industry executives in over 70 coun-
and other football organizations worldwide tries across the globe.
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
REPORT TAKEAWAYS
1 The most valuable deal belongs to Manchester United and Chevrolet estimated at $560M
2 28 different car brands are involved in European football sponsorships
3 Across the top five leagues, 56 clubs are involved with a car sponsor
4 The Bundesliga has the most clubs with a car sponsor: 15
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017 OVERVIEW Across the top five leagues in Europe there are 98 clubs, and 56 of them hold a sponsorship deal with a car brand. While the Premier League is known for being a revenue generation giant (mainly due to highly valuable domestic and international TV rights), it is the league with the least amount of car sponsors. The league with the highest number of clubs with an official car sponsor is the Bundesliga. Once we will go into more depth for each league separately it will be revealed that some of the car sponsorships are deals that have been agreed upon with local car dealers rather than with the car brand itself. Hence, the high number of deals in Serie A and La Liga. In total, there are 28 car brands involved in football sponsorship from 10 different countries.
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
BUNDESLIGA - OVERVIEW
The Bundesliga clubs have the most car sponsorship agreements. Out of the 18 clubs, 15 of them have a car
sponsorship. The only clubs without an official car sponsorship are Hoffenheim, Schalke 04 and Bayer Leverkusen.
LONG-TERM SPONSORSHIPS
The longest running car partnership in the Bundesliga
belongs to Ford and 1.FC Koln. The agreement began in
1994 and is expected to run until 2019. The second-lon-
gest agreement is between Audi and Bayern Munich,
which began in 2002 and is expected to run until 2025
after being renewed in 2015 for an estimated €10M per
year.
SHAREHOLDING
Audi has become a shareholder in two German clubs,
Bayern Munich and Ingolstadt. In the latter Audi holds
20% of the ownership whereas at Bayern Munich Audi
owns 8.33% of the club shares.
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
STADIUM SPONSORSHIP
In Wolfsburg, Volkswagen contributed approximately €26.5M to help build the club’s new stadium back in
2001. Mainz’s stadium is called the Opel Arena since 2016 and the deal is expected to run until 2021. Ingol-
stadt stadium is called the Audi-Sportpark. The deal between the two runs since 2006 and in 2008 Audi ac-
quired the naming rights for the stadium. In 2013, Audi became the owner of the stadium.
CLUB AND BRAND INDEX
Audi Bayern Munich, Hertha Berlin, Augsburg, Borussia Monchenglad-
bach, Hamburger SV and Ingolstadt.
BMW Eintracht Frankfurt
Ford 1.FC Koln
Opel Borussia Dortmund, SC Freiburg and Mainz 05
Suzuki SV Darmstadt 98
Volkswagen RB Leipzig, Wolfsburg and Werder Bremen
The Volkswagen Group is the most promi-
nent among car sponsorships in Germany. In
spite of the Volkswagen brand being linked
with only 3 clubs, it maintains its presence
through the Audi brand.
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
LA LIGA - OVERVIEW
La Liga is the only competition in the report with an official car sponsor.
The league signed a car sponsorship agreement with Mazda in 2015 to
become the official car of both the first and second division.
LONG-TERM SPONSORSHIPS
The longest-standing car sponsorship agreement in La Liga belongs to
Real Madrid and Audi, which began in 2003. FC Barcelona also signed a
deal with Audi in 2006. The agreement is expected to run until 2018. It is
also worth noting that as of the 2016-17 season Citroën ended its com-
mercial relationship of 31 years with club Celta de Vigo.
STRONG GERMAN PRESENCE IN LA LIGA
Out of the 20 clubs in La Liga, 11 of them have a commercial relationship
with an automaker. Nine of those clubs have a sponsorship agreement
with German car brands. Seven out of the 11 partnerships involve
local/regional car dealers. This means
the commercial relationship is with a
CLUB AND BRAND INDEX local agency and therefore may not
Audi Real Madrid, Barcelona, Villarreal include an annual sponsorship fee but
and Athletic Bilbao rather an in-kind supply of cars for the
BMW Sevilla team and/or special offers for fans
Mercedes Deportivo La Coruna
Seat Eibar
Volkswagen Las Palmas, Valencia and Osasuna
Volvo Granada
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
LIGUE 1 - OVERVIEW
Half of the clubs in the league have a car sponsorship agreement.
Notably absent are two of this year’s title contenders, AS Monaco
and Nice.
LONG-TERM SPONSORSHIP
Paris Saint-Germain has a sponsorship agreement with Citroën that
began in 2011 and is expected to finish in 2017. The club also has an
official bus partner in MAN that has been active since 2012.
LOCAL & REGIONAL COMMERCIAL AGREEMENTS
Like in Spain, several of these commercial agreements with Ligue
1 clubs have been sealed with local and regional licensed car deal-
ers as in Nancy Lorraine’s and Metz’s case. Nevertheless, those car
brands feature on the sponsors section on the club’s websites.
The French automaker Citroën has ongoing
sponsorship agreements with Paris Saint-Ger-
main and Olympique Marseille. It is not sur-
CLUB AND BRAND INDEX prising to see the brand supporting two of the
country’s most popular and iconic clubs.
Citroën PSG and Olympique Marseille
Hyundai Olympique Lyonnais
Volvo AS Nancy Lorraine and AS Saint-Etienne
Scania Angers
Ford, Kia, Jaguar, Land Rover AS Nancy Lorraine
BMW Metz, Lille, FC Lorient
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
PREMIER LEAGUE- OVERVIEW
P
T
The Premier League is the most valuable football league in the world. It is estimated that the total commercial revenue for the league
iis close to $1.6 billion. Only seven out of the 20 Premier League clubs have a car sponsorship and three of those agreements are with
G
German car brands.
LONG-TERM SPONSORSHIP
Arsenal’s sponsorship agreement with Citroën is the longest deal in the Premier League, signed in 2008. The partnership is set to finish
in 2017 but reports suggest the club is already in negotiations to extend the partnership beyond the current campaign.
ASIAN CAR BRANDS IN THE PREMIER LEAGUE
In 2016 Liverpool agreed to an 18-month regional partnership with Chinese automotive firm MG Auto. The deal is set to expire at the
end of the 2017 season. In 2014 Nissan also entered in the Premier League by signing a five-year deal with Manchester City reportedly
worth over $25 million.
CLUB AND BRAND INDEX
Citroën Arsenal
MG Liverpool
Nissan Manchester City
Chevrolet Manchester United
BMW AFC Bournemouth
Mercedes-Benz Middlesbrough FC
CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
SERIE A - OVERVIEW
Serie A clubs have a high number of car sponsorship agreements. Out of the 20 clubs CLUB & BRAND
in the competition, 14 of them have a commercial relationship with a car brand. INDEX
Renault Lazio, Fiorentina,
Pescara
LONG-TERM SPONSORSHIP
Infiniti Inter Milan
The kit sponsorship between Juventus and Jeep is no coincidence. Ever since return- Volvo Atalanta, Pescara
ing to Serie A in 2007/08 the club has regained its status as one of the country’s most Audi AC Milan
dominant clubs. The Jeep brand is part of the Fiat-Chrysler company which is owned Suzuki Torino
by the Agnelli family who also own Juventus. In 2014 Jeep inked a six-year extension Ssang Yong Sampdoria
to its front-of-shirt sponsorship which will now run until the end of the 2020/21 season.
Volkswagen Chievo
It is estimated to be worth $136 million.
Dacia Udinese
Volvo Sassuolo
STADIUM NAMING RIGHTS Kia Bologna
Mercedes, Alfa Romeo Pescara
Udinese partnered with Romanian car brand Dacia (owned by the Renault Group) in
2009. The brand became the official shirt sponsor. In 2016 the club sold the naming *As is the case in other leagues, some clubs such as
rights of the Stadio Friuli to Dacia and is now known as the Dacia Friuli Arena. The Pescara have agreements with various local licenced car
dealers.
deal is expected to run until 2020.CAR SPONSORSHIPS IN EUROPEAN FOOTBALL - REPORT 2017
BASIS OF PREPARATION
For each of the 98 clubs across all leagues we reviewed their sponsors/partners section on their official web-
sites. We regarded a sponsorship between club and a car manufacturer when the logo of the brand was visibly
identified on the website. As a result, we have also included deals with local and regional car dealers.
The country of the car brand was determined by place of establishment.
Thank you for reading. Want more information? Please contact our team at info@sbibarcelona.com
Edited by:
Diego Valdes
Director
Sports Business Institute Barcelona
Author:
David Haimovich
Marketing Assistant
Sports Business Institute Barcelona
Sports Business Institute Barcelona
Email: info@sbibarcelona.com
www.sbibarcelona.com
Twitter:@SBI_Barcelona
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