Austrian online betting group Bwin got replaced last year by Fly Emirates from Dubai. AC Milan was the Dubai-based airline’s second biggest shirt deal.
Real Madrid’s previous 2006 deal with Taiwanese mobile phone giant BenQ went bankrupted. But in 2007 it signed a deal with Austrian online gambling firm Bwin. Real Madrid also had a deal with Adidas since 1998 and both have helped make the club the richest in football history, with revenue of around €438.6m.
This deal is performance related and Deutsche Telekom will have to pay the German team even more if its rankings improve. The deal lasts until 2013.
Liverpool ended their long-association with Danish beer brand Carlsberg when they signed
Standard Chartered Bank sign a four-year deal with Liverpool in Sept 2009. Standard Chartered Bank is listed on the London and Hong Kong stock exchanges, had previously tried to sponsor the club’s fierce rivals Manchester United.
The 2006 deal between Arsenal and Dubai-based airline Emirates Airline was the biggest of its kind. The current deal expires in 2021. Arsenal’s kit manufacturing deal is with Nike.
London team Chelsea, owned by Russian billionaire Roman Abramovich, renewed its multi-million pound deal with Korean electronics giant Samsung in 2008. The clubs also has a kit manufacturing deal with Adidas.
FC Barcelona had previously refused to allow logos on their jerseys, but a favorable deal from the shirt manufacturers and tougher economic conditions saw them change its mind.
Signed in last year, the Qatar Foundation deal was reported as a record shirt sponsorship deal with Barcelona. The deal with the Qatar Foundation, which promotes education and research in the Middle East.
Signed in 2005 between the Italian club and the Libyan oil company, the deal was for 5 years and renewable for up to 10. However, when scandal struck the Turin-based club and it was relegated, the deal turned sour and the Libyans backed out.
This was the biggest deal at the time before Etihad and Manchester City clinched the top title last summer. Signed in 2002, Nike replaced Umbro as the club’s kit provider and the deal included the team’s global licensing and retail operations. In 2009, The English clubs also signed a 99,83m four-year deal with US insurance operator Aon Corp, replacing previous sponsor AIG.
What stands out in this top 10 is that 3 companies from the Middle-East are big sponsors in European top football. Ten years ago there was zero sponsors from this continent. FC Barcelona did not have a sponsor since the club was founded in 1899, but during the economic crises in Spain they count not refuse the offer from Qatar. Because the crisis did not affect these Middle-East like it affected us. They now have a lead on European and American companies. Last summer the relative unknown and small Spanish club Malaga got sold for 35m euro to an oil magnet from Qatar. These are now new marketing and sponsoring opportunities for investors from the Arabic world. Like we are seeing at Manchester City, with their association with Ittihad airlines from Abu Dhabi. So don’t get surprised if your favorite club gets owed or sponsored by an foreign company.
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