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Top 20 football club kit deals report – What is happening with Puma and Newcastle United?

2 years ago

A new report has named the top 20 football club kit deals in the world.

At the very top you have Barcelona’s long-term contract with US sports brand Nike.

This remains the record amount paid for a kit deal. Barcelona receiving $174.83m (£132.58m) a season from its partnership with the sports brand.

Little surprise to see Premier League clubs so prominent, with four English clubs filling the next four spots after Barcelona.

Indeed six of the top nine are the PL ‘big six’, with only Bayern Munich and Tottenham splitting them up.

Two other English clubs make the top twenty but no sign of Newcastle United.

Surprisingly maybe, Southampton are 16th with $11m (approx £9m) and Everton 18th with $9m (Approx £7m)

Like so much of what happens with the finances at Newcastle United, it is very difficult to see exactly what the exact benefit there is to Newcastle United from their relationship with Puma.

The fact remains that in the past Newcastle United made relative fortunes from their kit deals before Mike Ashley came along.

Ironic that now we have one of the top expert sporting kit retailers owning the club, that the rewards are apparently so minimal.

The top 20 football club kit deals in the World, as compiled by Sportcal (figures in Dollars):

175m Barcelona

128m Man Utd

86m Man City

79m Arsenal

73m Chelsea

67m Bayern Munich

45m Real Madrid

41m Liverpool

39m Tottenham

34m PSG

29m Inter Milan

20m Atletico Madrid

15m Marseille

14m AC Milan

12m Lyon

11m Southampton

11m Monaco

10m Everton

9m Wolfsburg

9m Napoli

Report from Compelo:

Unveiling a new strip is a big moment in the calendar for any football club – but the kit deals they sign with major sports brand also count for a huge slice of their income.

The licensing agreements can boost annual revenue for the world’s biggest teams by more than $100m (£75.75m), according to research by sports analytics company Sportcal.

With more money than ever entering the sport, the competition to secure the most lucrative deals is fierce, with eight of Europe’s elite able to command fees in excess of $40m (£30.33m) – and up to $174.83m (£132.58) for Barcelona, which is way out in front at the top of the table.

Kit deals differ from traditional sponsorship and are more comparable to licensing deals, which allow the kit manufacturers to use the club’s colours and badge to sell replica shirts.

Conrad Wiacek, head of sponsorship at Sportcal:

“FC Barcelona and Manchester United currently lead the way in Europe’s top five leagues with their record breaking kit deals, with both deals generating well over $100m (£75.75m) per annum, but opportunities for new entrants still exist.

“With the likes of Southampton appearing in the top 20 list, it just goes to show the strength of the English Premier League and the opportunities that platform provides to traditionally ‘smaller’ clubs when comparing them to previous Champions League winners in AC Milan and Marseille.”


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