etween the Premiership and the German Bundesliga as to who takes the European sponsorship crown.

According to a new report from International Marketing Reports, overall primary shirt sponsorship
deals are greater for the English Premiership, but averaged out by club, the Germans just edge it.

For the 2011/12 season, total shirt sponsorship spend for the Premier League amounted to (euros)
E128m, whereas Bundesliga clubs achieved E121m.

However, there are 20 clubs in the English Premiership giving an average deal value of E6.4m
whereas in Germany there are 18 clubs, meaning the average deal is slightly higher at E6.72m.

Commenting on the findings, report author, Simon Rines, says that there are other reasons for the
Germans to be satisfied.

“If you look at the deals in detail, there is much less polarity in German deals than in the UK. The
highest price paid in Germany is E26.5m for Bayern Munich’s deal with Deutsche Telekom, with the
lowest being FC Ausberg’s E1m agreement with car components manufacturer AL-KO. There are,
however, very few deals below E3m in Germany and 12 are above E4m. In England, the highest deals
are for the two Manchester clubs, both on E22m, with the lowest being Blackburn Rovers on zero
(charity partner) and Norwich on E0.3m (Aviva). Significantly, only 9 Premiership clubs achieve more
than E4m and 11 achieve less than E3m.”

Rines also points out that the business sectors backing the Bundesliga show a more mature picture.

“In England there are seven gambling sponsors. This is a concern because gambling companies tend
to be short-lived and do little to help develop the image of a club. For example, it is not, appropriate to
run joint promotions with a sponsor involving children if that sponsor is a gambling or alcohol
company. In Germany there are no shirt sponsors from either category.

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