Many European and global clubs depend on shirt sponsorship deals to generate significant income. This approach has become more common due to the financial challenges they face, especially after the Covid-19 pandemic. Some clubs still struggle to recover from the economic impact of that period.
The financial difficulties from the pandemic pushed European clubs to find new revenue streams to strengthen their financial and competitive positions. Shirt sponsorships have become one of the most reliable sources of income, providing clubs with a steady flow of money. The better a club performs and the bigger its fanbase, the more valuable its sponsorship deals become. This also intensifies competition among companies wanting to sponsor top teams.
Here is a list of the ten most expensive shirt sponsorship deals for European clubs in the 2024-2025 season, ranked in descending order:
- Atletico Madrid – Riyadh Air (€40 million per year)
Riyadh Air, launched in early 2023, quickly entered the European market. It signed a nine-year partnership with Atletico Madrid worth €40 million annually. Although Riyadh Air hasn’t started its commercial flights yet, it plans to begin operations in 2025.
- Tottenham – AIA (€45 million per year)
Tottenham has a ten-year deal with AIA, an insurance company based in Hong Kong. The contract, now in its fourth year, earns the club €45 million annually. Despite calls from British politicians to end the deal due to AIA’s support for Hong Kong’s national security law, Tottenham continues the partnership.
- Bayern Munich – T-Mobile (€50 million per year)
Bayern Munich extended its sponsorship with T-Mobile in 2022 for five more years, earning €50 million annually. The partnership includes innovative features like 5G access in the stadium and a 24-hour Bayern TV channel. T-Mobile’s branding gains significant exposure through the club’s global popularity.
- Arsenal – Emirates (€60 million per year)
Emirates has been Arsenal’s shirt sponsor since 2006, making it the longest-running sponsorship deal in Premier League history. The airline also holds naming rights to Arsenal’s stadium. In 2023, the partnership was renewed until 2028, increasing its annual value by 25% to €60 million.
- Liverpool – Standard Chartered (€60 million per year)
Liverpool’s deal with Standard Chartered began in 2010 and has grown over the years. The sponsorship now brings in €60 million per season, thanks to Liverpool’s recent success under Jurgen Klopp, which has elevated the club’s global standing.
- Manchester City – Etihad Airways (€65 million per year)
Etihad Airways has been a key partner for Manchester City since the club’s acquisition by the Abu Dhabi Group in 2009. The deal, worth €65 million annually, also includes naming rights for the Etihad Stadium. Despite past controversies regarding financial fair play, the sponsorship remains one of the most valuable in football.
- Paris Saint-Germain – Qatar Airways (€68.5 million per year)
Qatar Airways became PSG’s shirt sponsor in 2022, following the club’s transformation under Qatar Sports Investments. The deal, worth €68.5 million annually, reflects PSG’s rise to prominence as one of Europe’s top clubs, both on and off the pitch.
3 Clubs Share the Lead with €70 Million Shirt Sponsorship Deals
- Barcelona – Spotify (€70 million per year)
After years of financial struggles, Barcelona’s president Joan Laporta turned to the “Economic Leverage” law to help the club regain stability. This law allowed the club to secure sponsorship deals, including one with Spotify, which also gained naming rights for the new Camp Nou stadium. The deal is worth €70 million per year, reflecting Barcelona’s global appeal. This figure puts them on equal footing with Manchester United and Real Madrid, two of the world’s most recognized football brands.
- Manchester United – Snap Dragon (€70 million per year)
After ending its partnership with Team Viewer last season, Manchester United signed a lucrative new deal with Qualcomm’s mobile technology brand, Snap Dragon. This five-year contract, starting in 2024, is worth €70 million annually. The deal also allows Snap Dragon to promote the brands it works with on the back of the shirt.
- Real Madrid – Fly Emirates (€70 million per year)
Real Madrid joins Barcelona and Manchester United at the top of the list with their €70 million per year deal with Emirates. This deal, which has been in place for several years, was extended last summer for another year, marking the eighth year of the partnership. The financial terms of the agreement have been increased by 16% each year, with Real Madrid’s success on the field contributing to the deal’s growth. The club expects to retain the top spot when the contract with Emirates is renewed or if a new sponsor takes over.
