With a vast global audience of 3.5 billion, the “big five” European football (soccer) leagues have seen an influx of brand sponsorships. According to a recent report from sports intelligence platform SponsorUnited, the leagues are close to 5,000 sponsorship deals for the upcoming season, a 13% increase year-over-year.
The report also revealed that Coca-Cola tops all brands with 47 sponsorship deals across the big five leagues (Premier League, Bundesliga, La Liga, Serie A and Ligue 1). Furthermore, six of the 10 most active brands have deals in all of these leagues.
The Construction and Industrial category was the only one to add 100 deals last season. Technology and Business Services were the second and third most sponsored categories, respectively. Other categories just outside the top 10 include Hotel, Restaurant, Government and Healthcare.
England’s Premier League was the most active, with nearly 60 sponsorship deals per team last season, up over 30% year-over-year. Additionally, Neymar Jr. and Lionel Messi were the top two athletes with the most individual sponsorship deals.
Overall, with streaming services bringing the leagues to U.S. fans and better adtech measurement of sponsored logos, the growth in sponsorships is no surprise. And with Messi’s recent move to Inter Miami, the European big five leagues’ brand buzz could soon be coming to a stadium near you.
Originally reported by Martech: https://martech.org/why-global-brands-are-flooding-european-football-leagues/
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