Football Trade Directory

Premier League make hay with betting bonanza

As recently reported by Sporting Intelligence, the 20 EPL clubs will earn a total of £281.8 million during the 2017-18 football season from shirt sponsorship deals. The figure reported reflects an increase of £55 million from last year. Here it is also important to note that the deals’ collective worth more than doubled since the 2010-11 season, when the sports news outlet first issued a report on the matter. Back then, sponsors spent a total of £100.45 million.

As it has become clear, Manchester United will earn £47 million from its shirt sponsor Chevrolet during the 2017-18 season, Chelsea will cash in £40 million from Japanese tyre producer Yokohama, and so on and so forth. The huge brand exposure that deals of this kind secure is what really makes them so attractive to companies from different spheres of the business realm.

The English Premier League has a massive viewership with audiences from the US all the way through China. The fact that both domestic and international broadcasters are readily paying higher and higher sums for EPL television rights deals is an important testament to the phenomenality and popularity of England’s top football league.

The Premier League is set to earn more than £3 billion from international broadcasters of its fixtures in the period between 2016-2019. And earlier this year, the league locked lucrative deals for 2019-2022 that will see a significant increase in the money it will win from TV rights.

Chinese digital firm PPTV agreed to pay £180 million per year for 2019-22 for the right to broadcast EPL fixtures in China. In Sub-Saharan Africa, where the league enjoys massive popularity, SuperSport will be paying £168 million a year in 2019-22. In the US, the NBC extended its agreement to broadcast EPL matches from 2019-20 through 2021-22 in exchange for a $500-million-worth deal.

Securing TV rights in several of the world’s largest markets, the EPL has also secured investment from companies that are hungry for brand exposure and ready to spend big on advertising. Despite being worth millions, shirt sponsorships are actually one of the most cost-effective means for advertising to larger audiences.

Betfair, now part of the larger Paddy Power Betfair group, was the first bookmaker to secure a sponsorship contract with a Premier League football club. That happened back in the 2002-03 season.

Although the Football Association announced earlier this summer that it was ending its sponsorship deal with gambling operator Ladbrokes as well as its commercial relationships with other bookmakers, gambling investment in EPL sponsorship deals increased significantly before the start of the 2017-18 season. There are nine gambling companies that are sponsoring EPL clubs during the 2017-18 season, with collective investment of close to £50 million. The figure represents an increase from £15 million invested in shirt sponsorships during the 2009-10 season.


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