What are the top football shirt sponsorship deals in 2022?
Here is the list of most valuable football shirt sponsorship deals, in order of AAV (average annual value).
#1: Real Madrid and Emirates
First up is Real Madrid’s deal with Emirates. Their previous deal ran until 2022 but a new deal has recently been signed until 2026.
Real Madrid has had various sponsorship deals with Emirates since 2011, and in that time the club has won 22 trophies, including 5 Championship Leagues.
As well as Emirates appearing on their shirts, the Real Madrid team enjoys flying with Emirates throughout the world, especially to the Middle East.
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The financial details of their new deal to 2026 have not yet been released, but the deal to sponsor Real Madrid’s shirts until 2022 came to a total of $413 million over 5 years, averaging $82.5 million every year.
#2: Manchester United and TeamViewer
Manchester United agreed a deal with TeamViewer in 2021, that will last 5 years. The total value of the deal is $325 million, averaging $64.9 million annually.
Germany-based TeamViewer is one of Europe’s fastest-growing software companies. With a global reach, TeamViewer has been installed on over 2.5 billion devices and has nearly 600,000 subscribers.
#3: Barcelona and Rakuten
Barcelona and Tokyo-based Rakuten signed a deal in 2016, totalling $324 million over 5 years, giving an annual average of $64.8 million.
This existing contract ends in 2022, with Barcelona signing a new 4-year sponsorship deal with Swedish audio giant Spotify to start the 2022/23 season.
#4: Paris Saint-Germain and Accor
Accor initially signed a shirt sponsorship deal with Paris Saint-Germain for a total of $171 million over 3 years, averaging $57 million a year.
Those 3 years have now come to an end, and a new 4-year deal has been struck, whereby Accor will be visible on the sleeve of the Paris Saint-Germain training jersey. The new partnership will feature ALL - which stands for Accor Live Limitless, a daily lifestyle companion which brings together all the brands operating within the Accor ecosystem.
#5: Arsenal and Emirates
Emirates has had a sponsorship deal with Arsenal since 2004. Their current deal is worth $280 million over 5 years and is due to end in 2025. That’s an annual average of $56 million.
Arsenal has won 3 Premier League titles and 13 FA Cups.
As well as sponsoring Arsenal’s shirts, Emirates also holds the naming rights to Arsenal’s home ground in North London, the 60,000-seat Emirates Stadium. This deal extends until 2028.
#6: Liverpool and Standard Chartered
Standard Chartered’s relationship with Liverpool started in 2010 and their partnership will have lasted 17 seasons. The current 4-year deal of $221 million runs until 2027, working out as an annual average of $55.3 million.
Standard Chartered became only the fifth company to appear on Liverpool's strip, and their new agreement includes sponsorship of LFC Women.
#7: Chelsea and Three
In March 2022, the UK Government imposed sanctions on Chelsea FC’s previous ownership, which caused a pause in Three’s marketing activities with the club.
The current 3-year deal of $166 million takes the partnership up to 2023, and works out as an annual average of $55.2 million.
Marketing activity has since resumed, and the Three logo has been approved for use on the 2022/23 Chelsea kit.
#8: Juventus and Jeep (FCA)
Jeep will continue to be sponsors of Serie A club Juventus’ team shirts until 2024, with a deal totalling $159 million. Over 3 years, this averages $53.1 million per year, bringing this deal in at eighth overall.
The Jeep logo first appeared on the Juventus strip in 2012 and they have enjoyed a partnership ever since.
#9: Tottenham and AIA
The Asia-Pacific life insurance group AIA has continued their relationship with Tottenham with a deal worth $400 million over 8 years. This averages $50 million a year.
AIA stands for American International Assurance Company and was founded in Shanghai. It is now based in Hong Kong and operates in 18 countries worldwide.
#10: Bayern Munich and Deutsch Telekom (T-Mobile)
Last on our list is the deal between Bayern Munich and Deutsch Telekom, which comes in at number 10.
Deutsch Telekom (T-Mobile’s parent company) has had a successful relationship with Bayern Munich for over 20 years, and they are in a current partnership worth a total of $283 million. This agreement over 8 years takes them to 2027 at an average of $35.4 million a year.
Since 2002, the telecommunications company has been a visible presence throughout the club, from the main shirt sponsor, to advertising boards at the Allianz Arena. Also, FC Bayern TV was the first 24-hour television channel dedicated to a German football club.
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Want to know more about the amount of money invested in football? Have a look at the the world’s 10 highest paid football players in 2022.