Premiership Tops Euro Kit League
The combined value of English Premier League kit deals has hit €109.7m (£90.4m) this season, making it the most lucrative market in European football in that area.
Conducted by Sport+Markt and PR Marketing, the 2012 European Football Kit Supplier Report details that English top-flight clubs averaged €5.5m (£4.5m) in revenue from kit deals in 2011/12, compared to an average of €3.3m (£2.72m) across Europe’s ‘top five’ leagues.
Premier League clubs will sell approximately four million jerseys this year – nearly double that of the German Bundesliga.
Andrew Walsh, head of international affairs at Sport+Markt, said: ‘The global reach of the English Premier League makes it a very attractive prospect for the world’s top sports merchandise manufacturers and, in turn, kit contracts are becoming an ever-more relevant source of income for the clubs.’
‘It’s not only about how many shirts you can sell, but about generating brand interest and loyalty and taking advantage of media exposure. Refinancing is also a major aspect – beyond simply supplying equipment, brands are looking to expand licensing agreements with the top clubs across the merchandising spectrum.’
There are now 28 different equipment brands active in the ‘big five’ leagues – covering England, France, Italy, Germany and Spain – and Warrior’s multi-million pound deal with Liverpool also begins next season.
Overall, Adidas and Nike account for 44% of the total money spent by equipment manufacturers to secure rights for clubs from the Premier League, La Liga, Serie A, Bundesliga and Ligue 1 this season alone.
