The Sponsor, a renowned publication catering to sponsorship marketing professionals, has unveiled the Sponsor Power Index, an extensive study on the worth of shirt sponsorships for every Premier League club. This research assesses each club’s reputation, awareness, and societal impact to determine the fair market value of their sponsorships. The findings reveal that some clubs are securing lucrative deals, while others are being undervalued.
The most notable discovery from the research is the record-breaking £72.8 million valuation for Manchester City’s sponsorship following their triumphant treble-winning season. This valuation exceeds their previous £67.5 million annual deal with Etihad. Although the Etihad deal expired in 2021, it has continued each year as the club seeks a partner willing to meet the new valuation.
Sean Connell, Editor of The Sponsor, stated, “Manchester City’s value to a commercial partner goes beyond their success on the pitch. Our data indicates that the club’s value is reinforced by its cultural significance, reputation for innovation, and its engagement with fans, community, and the development of the game. These factors are crucial considerations for sponsors aiming to increase brand awareness and enhance their image.”
Headlines:
- Newcastle United’s Sponsorship Value Rises by 78% but Falls Short of New £25m Deal with Sela.
Newcastle United’s fair market value is estimated at £17.4m, which falls £7.6m below the club’s new sponsorship agreement with Sela, a Saudi-backed events company. This valuation disparity raises questions about the legitimacy of the deal. Although the club’s qualification for the prestigious Champions League has significantly boosted its value, Newcastle United still faces challenges in areas such as cultural relevance, engagement, and social contributions, which limit their overall sponsorship potential. The multi-year deal with Sela is a long-term investment in the club’s future, as it aims to enhance its brand off the pitch and provide sponsors with more than just brand awareness.
- Manchester United’s Sponsorship with Team Viewer Undervalued by £12.2m per year.
The fair market value of Manchester United’s sponsorship stands at £54.5m, highlighting the extent to which their current deal with Team Viewer was undervalued. The club is actively seeking a new commercial partner to replace the German software company, as the initial sponsorship decision was criticised for its poor judgment. While replicating the previous £65m per year deal with Chevrolet might be challenging, Manchester United should command a higher fee from any new sponsor. The Sponsor’s analysis shows that Manchester United outperforms other clubs in terms of longevity, historical success, and brand reputation, making them an attractive partner for brands wishing to showcase their own history and quality to a global football audience. With improved performances and Champions League qualification under Erik Ten Hag, Manchester United can once again command the highest sponsorship fees in the league.
- West Ham’s Victory in the Europa Conference League Boosts Annual Sponsorship Value by £8.5m.
West Ham United receives great news as their remarkable triumph in the Europa Conference League brings not only silverware but also a significant financial boost. Their success in the tournament translates to an impressive £7.1m increase in annual sponsorship value, further enhancing their commercial success. This victory adds a shining chapter to the club’s history, augmenting their perceived quality in the footballing world. Combined with their strong reputation for contributing to society, West Ham becomes an appealing partner for potential sponsors. Additionally, West Ham’s successful European qualification guarantees heightened brand awareness for another year. Competing on the European stage offers valuable exposure and opportunities for the club and its sponsors to reach a wider audience. This extended presence in European competitions opens doors for potential sponsorship deals and partnerships, allowing West Ham to establish stronger connections with both local and international brands. Although their current deal with Betway, valued at approximately £10m per year, lasts until 2025, continued on-pitch success may require Betway to invest significantly more or risk losing a valuable sponsorship asset to another brand.
- Chelsea’s Sponsorship Value Plummets by Nearly 60%.
Chelsea’s forgettable season has adversely affected their ability to attract and retain high-value sponsorships in an already challenging and competitive market. The conclusion of their deal with Three, combined with the failure to secure European football next season, leaves Chelsea in search of a new partner. This lack of European exposure significantly diminishes the brand awareness associated with sponsoring the club, resulting in a fair market value of £16.9m, well below the £40m offered by Three. Manchester United and Aston Villa, both seeking new front-of-shirt commercial partners, will provide sponsors with more brand awareness in the upcoming season. Despite these setbacks, Chelsea can leverage their existing brand reputation, including high scores for cultural relevance, innovation, and history. Only Manchester City and Manchester United have a larger social following, and Chelsea leads in social contributions, having donated £6.5m through its foundation, surpassing any other Premier League club. While last season’s poor performance raises concerns, sponsoring Chelsea at a value above the fair market price entails gambling on the club’s potential resurgence as a Champions League mainstay, considering their long-standing success.
- Nottingham Forest Holding Out for £10m Shirt Sponsorship despite Valuation of Just £3.9m.
Nottingham Forest’s quest for a £10m annual sponsor may prove to be challenging as their fair market assessment reveals a valuation of only £3.9m, with only Luton Town scoring lower. While all Premier League teams command significant sponsorship fees due to the league’s brand awareness and viewership, competition among clubs to secure sponsorships in a difficult economic climate is fierce. When compared to their Premier League peers, Nottingham Forest ranks near the bottom in various aspects. For instance, their social media following lags behind other clubs, and their player roster lacks star power, unlike competing clubs that boast players like Pickford, Zaha, and Diego Costa, with a significant social media following. The club’s poor community contribution and limited environmental scores further exacerbate their challenges in attracting sponsors. On the pitch, Forest finished the season strongly, but their television coverage was below average, with only 11 games compared to the Premier League average of 32. Sean Connell, Editor of The Sponsor, commented that Nottingham Forest’s £10m sponsorship valuation seems unrealistic until the club can improve off-the-field performance to match other Premier League teams.
- Brighton and Aston Villa Benefit from European Sponsorship Boost, While Liverpool and Tottenham Decline.
European qualification has significantly increased the fair market value of Brighton and Aston Villa, with their front-of-shirt sponsorship values rising to £12.5m and £11.1m, respectively. For Brighton’s sponsor, American Express, who signed a 12-year deal in 2019 valuing annual shirt sponsorship at £8m, this valuation is a rewarding outcome of their long-term investment in the club. Aston Villa, on the other hand, is well-positioned to leverage their sponsorship valuation, as their current deal with Cazoo is set to expire this summer. Similar to West Ham’s success in European football, Aston Villa can offer sponsors greater brand exposure compared to many other Premier League rivals. Unfortunately, Tottenham’s failure to qualify for any European competition will result in significantly diminished value for their long-term sponsor, AIA, compared to previous seasons. Spurs’ fair market value for the 2023/24 season is £26.9m, well below the reported annual payment of £40m made by AIA. Liverpool, despite a disappointing season, continues to benefit from their longstanding sponsorship deal with Standard Chartered, which yields a reported £50m per year. However, the fair market value for the upcoming season falls £12.2m short of this figure. Standard Chartered can still find solace in Liverpool’s high cultural relevance, strong social following, relationship with fans, and star power, primarily led by global icon Mo Salah. These factors, combined with Liverpool’s reputation for history and success, alleviate any concerns regarding sponsorship.
Methodology:
The Sponsor’s research methodology for determining the fair market value of each Premier League team’s sponsorship combines real-world sponsorship deals reported by The Athletic with The Sponsor’s comprehensive sponsorship scorecard of metrics. This unique approach enables a regression analysis that accurately calculates the fair market value of each sponsorship.
The Sponsor’s scorecard evaluates each team across three categories of strategic importance to sponsoring brands: reputation, awareness, and contribution to society, with a greater emphasis on awareness measures. Reputation factors include the club’s history, quality, cultural relevance, and innovation, considering elements such as social following, digital presence, infrastructure, and on-field performance. Awareness is assessed using TV audience data, fan demographics, and fan engagement levels. The contribution category evaluates a club’s behavior towards fans, community, environment, and its role in developing the game.
By combining insights from The Sponsor’s scorecard with the real-world sponsorship deals reported by The Athletic, precise analysis of the relationship between these metrics and actual sponsorship values is possible. The regression analysis enables accurate determination of fair market values for each sponsorship, providing valuable information for sponsors and football clubs during the decision-making process.
