Top 10 Shirt Sponsorship Deals In Europe (2023)

Soccer in Europe is undoubtedly the best across the globe. To most soccer fans, it is a better choice to watch European soccer as opposed to their country’s soccer.

Well, the players, clubs, and fans have always gotten all the praise they deserve, but the soccer shirt sponsors barely get the praises they deserve after branding teams” shirts to make the game more beautiful.

Without reasonable doubt, we can all agree that soccer will not be that beautiful game we love without the beautiful soccer teams’ uniforms, and if any people were to get praised for the uniforms, it should be the shirt sponsors.

However, in this article, I will be listing the top 10 shirt sponsorship deals in Europe 2023 and the teams they are sponsoring. Moreover, I would not want to waste your time, so let us proceed –

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Top 10 Shirt Sponsorship Deals In Europe 2023

1. Real Madrid (Fly Emirates – €70m)

Real Madrid is one of the biggest clubs in Europe and has partnered with a lot of brands such as Nivea, SportyBet, and others for commercial value.

On the other hand, Real Madrid is considered as the club in the world with the most major trophies. However, due to how valuable the club is, it is not quite shocking that they are the club with the most expensive shirt sponsorship deal in Europe.

Since 2013, Fly Emirates has been a major sponsor of the Madrid shirt. It is also part of their contract with Emirates Airlines. The sponsorship deal is worth €70m per season and has helped Fly Emirates to be more successful as Real Madrid has won multiple UEFA Champions League within the period of this sponsorship.

2. Paris Saint-Germain (PSG) (Qatar Airways –  €65m)

The next European club after Real Madrid with the most expensive shirt sponsorship deal is Paris Saint-Germain, acronymized as PSG. PSG which is owned by Qatari State have a lot of lucrative deals and their shirt is being sponsored by Qatar Airways.

The Paris Saint-Germain shirt sponsorship deal by Qatar Airways was announced on June 29 2022 and is now officially the new front-jersey sponsor of the French club which started in the just concluded soccer season.

Several reports have it that Qatar paid €65m in the just concluded season for this deal. In April 2022, PSG also revealed their new kit which is branded with “GOAT.”

Moreover, other than these mentioned sponsorship deals, Paris Saint-Germain have a lot of other sponsorship deals worth millions of Euro.

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3. Barcelona (Spotify – €57.5m)

It is quite unbelievable and baffling that Barcelona which battled against the financial crisis finally landed a sponsorship deal with music streaming giant, Spotify.

The Spotify shirt sponsorship deal with Barcelona has a lot of agreements which include renaming Barcelona stadium, Camp Nou to “Spotify Camp Nou.” The sponsorship shirt deal is worth €57.5m which the Spanish giant will earn every year from Spotify.

On the other hand, the sponsorship will be more beneficial to Spotify as it is considered one of the most unique shirt sponsorship deals in Europe featuring music and entertainment in the soccer realm.

Moreover, Barcelona had already started to feature top artists such as Drake in the sponsorship deal relating to Spotify, and this was seen in the first El Clasico in the just concluded season.

And in the last El Clasico in March 2023, The Spanish giant used a second edition shirt of Spotify for El Clasico, with Catalan pop star Rosalia’s three butterflies and the logo of her Motomami album featured on the shirt.

4. Manchester United (Teamviewer – €55m)

Manchester United has always been the best club in England to get one of the best shirt sponsorships. The 20-time EPL winner first of all had a deal with Sharp before moving to AIG. Then after several years with AIG, Man United grabbed a sponsorship deal with AON.

Well, to most United fans, AON was going to stay for decades, but Chevrolet took over the sponsorship from them before being outclassed by Team Viewer a few years ago.

In 2021, Manchester United announced a new €55m shirt sponsorship deal with Teamviewer after their contract with Chevrolet ended that same year.

There is no argument that the Team Viewer shirt sponsorship with Manchester United is the most expensive one in England.

TeamViewer is a German-based technology company that was established in 2005. The company produces software that allows remote control and maintenance of computed devices to be installed on over two billion devices.

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5. Manchester City (Etihad – €55m)

The Etihad shirt sponsorship deal with Manchester City is the joint-most expensive shirt sponsorship deal with Manchester United in England.

The major shirt sponsor is Etihad Airways which is also owned by the Abu Dhabi owners of the Manchester City football club.

Starting from the club’s takeover by Dubai owners, City has emerged as one of the strongest sides in Europe which could go head-to-head with European giants such as Bayern Munich and Real Madrid.

The shirt sponsorship deal began in 2015 and has been earning the Cityzens €55m every year from Etihad Airways. Other than sponsoring the front jersey of the Citizens, Etihad Airways also have lucrative deals with Manchester City.

6. Liverpool (Standard Chartered – €47.5m)

One of the longest shirt sponsorship deals is the Standard Chartered deal with Liverpool F.C. The British multinational bank, Standard Chartered has been a major sponsor of the Liverpool shirt since 2010.

Standard Chartered PLC is a multinational banking and financial services company based in London, England.

The financial service company has headquarters in London and also has over 1,200 branches and outlets across more than 70 countries.

From the onset, the banking and financial services company have been helpful to Liverpool as the 19th-time EPL winner has been faithful to their deal. The shirt sponsorship deal currently earns Liverpool €47.5m per season.

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7. Arsenal (Fly Emirates – €47.5m)

Arsenal’s partnership with Emirates has emerged as one of the partnerships between a successful brand and a soccer club.

The Airline company, Fly Emirates majorly financed the construction of Arsenal’s home, the Emirate stadium. The Fly Emirates branded on Arsenal’s shirt earns the club €47.5m per season from the Fly Emirates.

In addition, Arsenal is one of the most loved clubs in Europe and Mikel Arteta’s philosophy is believed to be effective.

8. Chelsea (Three – €47.5m)

Having faced an expiration shirt sponsorship contract with Yokohama, the London club, Chelsea signed a new deal with the mobile phone company, Three which is boldly written as “3” on Chelsea’s shirt.

The deal with Three earns Chelsea €47.5m per season.

It is quite shocking that Three are still the major shirt sponsor of Chelsea’s kit having ordered a removal of their name on the London’s club shirt following the sanctioning of the former club owner, Roman Abramovich for his relationship with Russia and Vladimir Putin as a result of war on Ukraine.

However, after a takeover from Todd Boehly, Three decided to continue the deal till it expires some years from now.

9. Tottenham (AIA – €47.5m)

Life insurance company, AIA has been a sponsor of Tottenham’s front jersey since 2013. The deal was extended from 2019 to 2027 after running down still in 2019.

During this period of partnership with AIA, Tottenham has not won any major trophy but the team has been a top challenger for the UEFA Champions League title and the EPL title. The deal with AIA provides Tottenham with €47.5m every season.

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10. Juventus (Jeep – €45m)

Italian-American Automobile company, Fiat Chrysler Automobiles (FCA), is the main sponsor of Juventus.

The Italian club’s deal with FCA earns them €45m per season, the same amount which T-mobile pays Bayern Munich to be branded on their front jersey.

Chrysler Automobiles (FCA) have involved certain deals in their partnership for years now and both parties have remained faithful to their contract

Conclusion

Fly Emirates has sponsored many clubs in Europe and the Airway company is known for having the most sponsorship deals in Europe.

However, I have already addressed everything you need to know regarding the top 10 shirt sponsorship deals in Europe 2023.

Moreover, the comment section is set for your questions, hence, do not hesitate to hit pressing questions as I will gladly attend to them.