Post by QPR Report on Sept 14, 2009 22:58:29 GMT
Daily Mail
Put your shirt on it! Club-by-club guide to the sponsorship deals defying the recession as Liverpool sign £80m mega-deal
By Richard Gillis
14th September 2009
Liverpool’s new shirt deal with Standard Chartered bank, worth £20million annually for four years and first revealed in Sports Agenda, matches Manchester United’s recently signed world record fee for shirt sponsorship and illustrates the commercial clout of the big clubs, who are demanding higher and higher fees despite the recession. Here RICHARD GILLIS reveals the gulf between the heavyweight clubs and the rest...
You can put your shirt on everyone wanting to share in the success of the Barclays Premier League, currently screened in 200 countries with an audience of 4.77billion. That's some reach.
Liverpool and Manchester United lead the way, but the competition for shirt sponsorship is fierce. Aon, an American insurance company, will take up the new sponsorship of Manchester United from next season, at a cost of £80m - and an increase of £5m-a-year from their current deal with AIG.
Liverpool legend Kenny Dalglish (centre) and managing director Christian Purslow (right) welcome the tie up with Standard Chartered's group executive director Gareth Bullock
Home banker: Liverpool legend Kenny Dalglish (centre) and managing director Christian Purslow (right) welcome the tie up with Standard Chartered's group executive director Gareth Bullock
The Premier League sponsorship table
Current shirt sponsor
Annual
value (£m)
Man United AIG (insurance)
14.125
Chelsea Samsung (electronics)
13
Liverpool Carlsberg (brewing)
7.5
Arsenal Emirates (airline)
5
Man City Etihad Airways
5
Tottenham Mansion.com Casino and Poker (gambling)
5
Fulham LG (electronics)
4
Everton Chang (brewing)
2.6
Sunderland Boyle Sports (gambling)
2.5
West Ham SBO Bet
1.67
Blackburn Crown Paints
1.5
Stoke Britannia (building society)
1
Bolton 118Bet (gambling)
0.75
Wigan 118Bet (gambling)
0.65
Birmingham F&C Investments (finance)
0.6
Hull Totesport.com (gambling) 0.5
Burnley Samuel`Cooke`&`Co (fuel suppliers)
0.4
Wolves Sportingbet.com
0.4
Portsmouth Jobsite
0.25
Aston Villa Acorns (children's hospice)
0
Further down the League, however, teams such as Wigan (£650,000) and Bolton (£750,000) scrape by, despite being established top-flight clubs, and newcomers such as Wolves must make do with less than £500,000 a year from their shirts. Portsmouth's shirt deal is £250,000-a-year, while Aston Villa receive nothing, as a consequence of them giving away their shirt deal to a children's hospice.
And it is here that another, more controversial trend is emerging as football is targeted by the gambling industry. In all, seven of the 20 clubs in the top flight bear the logo of online betting companies.
Last week, Barcelona signed a £1.2million sponsorship with Betfair, to be the club’s official betting partner rather than shirt sponsor, and there is a debate as to whether the European champions should start selling space on their iconic jerseys rather than giving it to UNICEF. Real Madrid also promote a betting company, Bwin.
Gabriel Agbonlahor and team-mates celebrate
That one's for you: Gabriel Agbonlahor and team-mates celebrate a goal in their Aston Villa shirt bearing the name of charity Acorns
The Premier League’s relationship with gambling industry is testimony to its international reach – several of the brands in question are targeting the Asian market – and is troubling the anti-gambling lobby.
Newcastle and Leicester
Shirt changed: State-subsidised bank Northern Rock sponsor Newcastle while Leicester have no name on the front of their jersey
Fizz for the Football League
The BBC’s decision to screen the Coca-Cola Championship this season has handed the League clubs a welcome bargaining chip in their negotiations with sponsors.
The match between Newcastle and West Bromwich - the first live League match to be shown on the BBC for 17 years – was watched by more than 3million viewers, taking a 24 per cent share of the viewing audience when it was screened at 5.20pm on the first day of the season.
The game was the first of 10 Championship games the BBC is to screen live during the current season in addition to the semi-final and final of the Carling Cup.
'The BBC coverage guarantees high audience figures,' says Andreas Ullmann, Head of Market Intelligence at SPORT+MARKT. 'This will give teams better marketing opportunities as TV exposure is the key asset for shirt sponsors.'
Leicester was one of the first clubs to take advantage. Having told fans the shirt was to be free of sponsors logos to commemorate the club’s 125th anniversary, the club signed promptly signed a deal with local photography retailer Jessops, to go on the back of the shirt.
This prompted fans to question the original plan, with one club website contributor calling the move: 'A complete kop out. A great marketing idea, which was well received by everyone. Then on the first day of the season, when it won't attract much attention, the sponsorless shirt gets a sponsor on it. Not impressed.'
Shirt sponsor
Barnsley Barnsley Building Society
Blackpool Carbrini Sportswear
Bristol City DAS Insurance
Cardiff City Vans Direct
Coventry City Cassidy Group (property developer)
Crystal Palace GAC Logistics (shipping and logistics)
Derby County Bombardier (aeroplane and train manufacturer)
Doncaster Wright Investments
Ipswich Town Marcus Evans Group (chairman’s own events company)
Leicester City Jessops (photographic retailer)
Middlesbrough Garmin SatNav
Newcastle Northern Rock(bank)
Nottm Forest Victor Chandler (gambling)
Peterborough MRI Overseas Property
Plymouth Ginsters (pies)
Preston Enterprise (infrastructure maintenance)
QPR Gulf Air (airline)
Reading Waitrose (supermarket)
Sc**thorpe Rainham Steel
Sheffield Utd Visit Malta
Sheffield Wed Sheffield Children’s Hospital
Swansea City 32Red.com (gambling)
Watford Evolution HDTV (technology manufacturer)
West Bromwich
No sponsor
'It’s an example of how gambling is thrust in our faces following the liberalisation of the law,' says Professor Jim Orford of Birmingham University, an expert in the psychological effects of gambling. Children, he says, are particularly exposed to football sponsorship as there is no way of stopping them seeing the logos.
'It is putting all the onus on parents, saying, "you have the choice, and you don’t have to buy the shirts or watch football". It is not something we’ve had a public debate about and parents have been taken by surprise. Most people don’t notice this sort of thing until its too late.'
The government, says Orford, keeled over very quickly in the face of extensive lobbying by the gambling industry, and as a result, the football business has become the industry’s billboard.
This influx comes at a time when a previously big spending sector – mobile phone operators – have largely withdrawn from view. Companies such as Vodafone (previously sponsors of Manchester United) and O2 (Arsenal) and T-Mobile (several clubs including West Bromwich Albion) have shifted away from shirt sponsorship. This is because, says Steve Martin, chief executive of M&C Saatchi Sport and Entertainment, we now know who they are.
'The online gambling companies are like wallpaper, and are desperate to stand out from the crowd, just as the mobile networks did a few years ago,' says Martin. Football shirts, he says, are a good way of raising basic awareness among the public for previously unknown brands, citing Emirates Airlines as a company who used football to become famous, first as Chelsea’s sponsor and now with Arsenal.
But, says Martin, more established companies are viewing club shirts with greater sceptism than ever before. In addition to the logo on the shirt, clubs bundle in a rigid package of rights – including match tickets or hospitality boxes – to justify the price, but much of which goes unused.
However, the real value of a shirt deal is to build an association with the players, but this is becoming more difficult.
‘Clubs have never really sorted out the issue of how much access to the players sponsors get for advertising purposes,' he says, ‘this is always the point of tension.'
Manchester United stars attend a photoshoot
Out of the red: Manchester United stars attend a photoshoot to trumpet the deal with AIG and even when the deal turned sour, the club secured an even more lucrative contract
Read more: www.dailymail.co.uk/sport/football/article-1213390/Put-shirt-Club-club-guide-sponsorship-deals-defying-recession-Liverpool-sign-80m-mega-deal.html?ITO=1490#ixzz0R7mrdf6F
Put your shirt on it! Club-by-club guide to the sponsorship deals defying the recession as Liverpool sign £80m mega-deal
By Richard Gillis
14th September 2009
Liverpool’s new shirt deal with Standard Chartered bank, worth £20million annually for four years and first revealed in Sports Agenda, matches Manchester United’s recently signed world record fee for shirt sponsorship and illustrates the commercial clout of the big clubs, who are demanding higher and higher fees despite the recession. Here RICHARD GILLIS reveals the gulf between the heavyweight clubs and the rest...
You can put your shirt on everyone wanting to share in the success of the Barclays Premier League, currently screened in 200 countries with an audience of 4.77billion. That's some reach.
Liverpool and Manchester United lead the way, but the competition for shirt sponsorship is fierce. Aon, an American insurance company, will take up the new sponsorship of Manchester United from next season, at a cost of £80m - and an increase of £5m-a-year from their current deal with AIG.
Liverpool legend Kenny Dalglish (centre) and managing director Christian Purslow (right) welcome the tie up with Standard Chartered's group executive director Gareth Bullock
Home banker: Liverpool legend Kenny Dalglish (centre) and managing director Christian Purslow (right) welcome the tie up with Standard Chartered's group executive director Gareth Bullock
The Premier League sponsorship table
Current shirt sponsor
Annual
value (£m)
Man United AIG (insurance)
14.125
Chelsea Samsung (electronics)
13
Liverpool Carlsberg (brewing)
7.5
Arsenal Emirates (airline)
5
Man City Etihad Airways
5
Tottenham Mansion.com Casino and Poker (gambling)
5
Fulham LG (electronics)
4
Everton Chang (brewing)
2.6
Sunderland Boyle Sports (gambling)
2.5
West Ham SBO Bet
1.67
Blackburn Crown Paints
1.5
Stoke Britannia (building society)
1
Bolton 118Bet (gambling)
0.75
Wigan 118Bet (gambling)
0.65
Birmingham F&C Investments (finance)
0.6
Hull Totesport.com (gambling) 0.5
Burnley Samuel`Cooke`&`Co (fuel suppliers)
0.4
Wolves Sportingbet.com
0.4
Portsmouth Jobsite
0.25
Aston Villa Acorns (children's hospice)
0
Further down the League, however, teams such as Wigan (£650,000) and Bolton (£750,000) scrape by, despite being established top-flight clubs, and newcomers such as Wolves must make do with less than £500,000 a year from their shirts. Portsmouth's shirt deal is £250,000-a-year, while Aston Villa receive nothing, as a consequence of them giving away their shirt deal to a children's hospice.
And it is here that another, more controversial trend is emerging as football is targeted by the gambling industry. In all, seven of the 20 clubs in the top flight bear the logo of online betting companies.
Last week, Barcelona signed a £1.2million sponsorship with Betfair, to be the club’s official betting partner rather than shirt sponsor, and there is a debate as to whether the European champions should start selling space on their iconic jerseys rather than giving it to UNICEF. Real Madrid also promote a betting company, Bwin.
Gabriel Agbonlahor and team-mates celebrate
That one's for you: Gabriel Agbonlahor and team-mates celebrate a goal in their Aston Villa shirt bearing the name of charity Acorns
The Premier League’s relationship with gambling industry is testimony to its international reach – several of the brands in question are targeting the Asian market – and is troubling the anti-gambling lobby.
Newcastle and Leicester
Shirt changed: State-subsidised bank Northern Rock sponsor Newcastle while Leicester have no name on the front of their jersey
Fizz for the Football League
The BBC’s decision to screen the Coca-Cola Championship this season has handed the League clubs a welcome bargaining chip in their negotiations with sponsors.
The match between Newcastle and West Bromwich - the first live League match to be shown on the BBC for 17 years – was watched by more than 3million viewers, taking a 24 per cent share of the viewing audience when it was screened at 5.20pm on the first day of the season.
The game was the first of 10 Championship games the BBC is to screen live during the current season in addition to the semi-final and final of the Carling Cup.
'The BBC coverage guarantees high audience figures,' says Andreas Ullmann, Head of Market Intelligence at SPORT+MARKT. 'This will give teams better marketing opportunities as TV exposure is the key asset for shirt sponsors.'
Leicester was one of the first clubs to take advantage. Having told fans the shirt was to be free of sponsors logos to commemorate the club’s 125th anniversary, the club signed promptly signed a deal with local photography retailer Jessops, to go on the back of the shirt.
This prompted fans to question the original plan, with one club website contributor calling the move: 'A complete kop out. A great marketing idea, which was well received by everyone. Then on the first day of the season, when it won't attract much attention, the sponsorless shirt gets a sponsor on it. Not impressed.'
Shirt sponsor
Barnsley Barnsley Building Society
Blackpool Carbrini Sportswear
Bristol City DAS Insurance
Cardiff City Vans Direct
Coventry City Cassidy Group (property developer)
Crystal Palace GAC Logistics (shipping and logistics)
Derby County Bombardier (aeroplane and train manufacturer)
Doncaster Wright Investments
Ipswich Town Marcus Evans Group (chairman’s own events company)
Leicester City Jessops (photographic retailer)
Middlesbrough Garmin SatNav
Newcastle Northern Rock(bank)
Nottm Forest Victor Chandler (gambling)
Peterborough MRI Overseas Property
Plymouth Ginsters (pies)
Preston Enterprise (infrastructure maintenance)
QPR Gulf Air (airline)
Reading Waitrose (supermarket)
Sc**thorpe Rainham Steel
Sheffield Utd Visit Malta
Sheffield Wed Sheffield Children’s Hospital
Swansea City 32Red.com (gambling)
Watford Evolution HDTV (technology manufacturer)
West Bromwich
No sponsor
'It’s an example of how gambling is thrust in our faces following the liberalisation of the law,' says Professor Jim Orford of Birmingham University, an expert in the psychological effects of gambling. Children, he says, are particularly exposed to football sponsorship as there is no way of stopping them seeing the logos.
'It is putting all the onus on parents, saying, "you have the choice, and you don’t have to buy the shirts or watch football". It is not something we’ve had a public debate about and parents have been taken by surprise. Most people don’t notice this sort of thing until its too late.'
The government, says Orford, keeled over very quickly in the face of extensive lobbying by the gambling industry, and as a result, the football business has become the industry’s billboard.
This influx comes at a time when a previously big spending sector – mobile phone operators – have largely withdrawn from view. Companies such as Vodafone (previously sponsors of Manchester United) and O2 (Arsenal) and T-Mobile (several clubs including West Bromwich Albion) have shifted away from shirt sponsorship. This is because, says Steve Martin, chief executive of M&C Saatchi Sport and Entertainment, we now know who they are.
'The online gambling companies are like wallpaper, and are desperate to stand out from the crowd, just as the mobile networks did a few years ago,' says Martin. Football shirts, he says, are a good way of raising basic awareness among the public for previously unknown brands, citing Emirates Airlines as a company who used football to become famous, first as Chelsea’s sponsor and now with Arsenal.
But, says Martin, more established companies are viewing club shirts with greater sceptism than ever before. In addition to the logo on the shirt, clubs bundle in a rigid package of rights – including match tickets or hospitality boxes – to justify the price, but much of which goes unused.
However, the real value of a shirt deal is to build an association with the players, but this is becoming more difficult.
‘Clubs have never really sorted out the issue of how much access to the players sponsors get for advertising purposes,' he says, ‘this is always the point of tension.'
Manchester United stars attend a photoshoot
Out of the red: Manchester United stars attend a photoshoot to trumpet the deal with AIG and even when the deal turned sour, the club secured an even more lucrative contract
Read more: www.dailymail.co.uk/sport/football/article-1213390/Put-shirt-Club-club-guide-sponsorship-deals-defying-recession-Liverpool-sign-80m-mega-deal.html?ITO=1490#ixzz0R7mrdf6F