Research and Markets: ‘Football Sponsorship & Commerce’ Explains How Football Sponsors Can Benefit From Their Rights and Maximise Their Investment

Euro 2004, broadcasters know, dominated European prime time in the summer, with 50% to 90% market shares across major TV markets for live match coverage. It has been compiled to provide an understanding, not just of why big brand names – in the UK and internationally – choose to associate themselves with the sport, but also of how clubs at all levels market themselves.


The most comprehensive report ever produced on the commercial side of football. It will be in around 200 markets worldwide. Many Premier League clubs have also trailblazed when it comes to developing their brand long-term in markets such as Asia and North America. This report will inform readers about all aspects of football sponsorship and commerce, from a look back at the evolution of the World Cup and its attraction to sponsors, to the future of ticketing and broadcast rights. The benefits to the clubs, however, have been overwhelming. So where does this leave football?

To give some indication of its continued appeal to sponsors, it is worth pointing out that this report is being published just as London club Arsenal signs what is understood to be the second highest football sponsorship deal in the country, with Arab airline Emirates. It has also gone out of its way to attract international stars from different markets – African, French, Italian and Spanish players – thus giving overseas viewers another reason to watch. A sizeable majority also said that football had huge social significance for them.. Kick-off times have been altered – in the UK at least – and upset a number of fans. With transfer fees collapsing and TV revenue at best static; commercial operations are the only realistic method in which clubs can increase revenues.

The Premier League has made this easier too: the reason that games now often kick off at lunchtime is that it is peak time in Asia, where huge audiences watch. FIFA also quotes market research, conducted before and during the 2002 World Cup, which cites the competition as the “world’s greatest event” that “helps to bring different people together”. In North America, sport is estimated to make up 69% of the sponsorship spend – some $7.69bn. They enjoy first mover status, and will capitalise on it to the full – from building on merchandise sales to opening up youth academies overseas.

DUBLIN, Ireland–(BUSINESS WIRE)–Research and Markets ( has announced the addition of the “Football Sponsorship Commerce” report to their offering.


The worldwide sponsorship market continues to grow. By contrast, its nearest competitor, Spain’s La Liga, gets nearer euro25m per annum, Italy’s Series A around euro20m and the Bundesliga a mere euro6-8m per annum. Whatever your role – club, sponsor, agency or associated business – this report gives you the tools to maximise your revenue. Small wonder that Premier League clubs now hold an unassailable lead in winning the hearts and minds of fans in Asia. Why? Because the Premier League was the first to realise the value of internationalising its rights. The report explains how football sponsors can benefit from their rights and maximise their investment.

For more information visit

Find out how:

Charlton Athletic secured funding to keep the stadium busy and profitable throughout the week instead of just on matchdays

Northampton Town used research to triple sponsorship income and how the club set-up international partnerships that could earn millions

Norwich City implemented a fan recruitment programme that grew attendance levels despite the club’s league form

How demographic research is a weapon to attract new sponsors and increase other revenue streams

Watford caters to fans who consider that its community involvement is just as important as winning matches

The financial models that allow a club to move into profit

The report is a must have for all sponsors, clubs, associations and consultants in the football world

The outward aspect of football has changed dramatically in recent years. The difference now is the growing interest from the Far East. Such is the attraction of the sport, both to consumers and brand owners. The English Premier League, for example, is quoted as getting between euro368m (£250m) and euro412m (£280m) for its overseas TV rights. FIFA, meanwhile, is having to institute measures to stop ticket touts from selling tickets for the 2006 World Cup illegally on the internet, before they have even been printed. In Japan, for example, live audiences for the 2004 tournament reached more than seven million for the early kick-offs, despite it being aired at 1.00am there.

Discover how:

Avaya used its sponsorship of the World Cup to boost awareness among executives and IT decision makers worldwide

Nationwide leveraged its involvement with the England Football Team to get benefits that many bigger sponsors couldn’t achieve

The report is also a vital tool for football clubs and associations. Industry experts at IEG predict that in 2004 it will hit $28bn, up from $25.9bn in 2003. By contrast, matches in Spain – where clubs have been reluctant to alter the times of games – are played at between 8pm and 9pm Central European Time, which is 3am and 4am in Asia. Indeed, IEG foresees an 8.7% rise in sponsorship spending, compared with a projected 5% rise in spend on sales promotion and 6.9% on advertising. As a result, there is a ready army of fans only too delighted to tune in to games.

In Europe, the 2008 European Championship may be four years away, but bidders are already starting to line up for the TV rights

Leave a Reply