Football shirt sponsorships in Europe for season 2022/2023 – breakdown by industry

Written by Paul Kemp

Paul Kemp is an experienced sports writer covering Soccer, NBA and NHL. He also writes in depth reviews of sports betting sites based on his personal experience.

, | Updated: August 26, 2022

In the latest weekly report and analysis SportingPedia decided to look into the principal shirt sponsorship deals across the top five European football leagues. Our interest in this topic was triggered by the recent discussions in the UK regarding a potential ban on shirt sponsorship deals involving gambling companies, proposed by the Premier League.

We gathered a list with the shirt principal sponsors of all 98 football clubs from the top 5 European leagues for the upcoming 2022/2023 season. Our team separated the companies that will appear as principal sponsors into 14 different groups based on the nature of their business.

The study shows some very interesting findings that may surprise you:

Gambling-related companies appear as principal sponsors on the shirts of 11.2% of all teams across the 5 leagues
In the English Premier League a whopping 40% of all clubs will display a gambling company’s logo on their shirts
Gambling, Trading, and Car Retail companies all together sponsor over 31% of the clubs
There are five companies with multiple sponsorship deals – Cazoo (7), Fly Emirates (4), Estrella Galicia (2), Dafabet (2), DigitalBits (2)
Trading, Tech, Finance, Car Retail, and Travel are the 5 sectors with sponsorship deals in all five leagues

The companies from Gambling, Online Trading, and Car Retail industries are investing the most into the top 5 European leagues. They are responsible for injecting money into 30 of the 98 clubs across the Premier League, La Liga, Serie A, Ligue 1 and the Bundesliga. The other sectors aiming at display on football shirts are Food and Beverage (F&B) (9.2%), Travel (8.2%), Technology (7.1%), Real Estate (7.1%), and Finance (7.1%).

Principal football shirt sponsorship deals per league for the upcoming 22/23 season

Below you can find detailed tables about each team’s principal shirt sponsor per league.

Premier League

The Gambling industry has the lion’s share of the Premier League shirt sponsorship deals, as 8 companies from that industry have contracts for the upcoming season. That represents 40% of the all deals and the number can only grow bigger, as Nottingham are yet to announce а sponsorship deal. Of the leading industries, only companies from the Food and Beverage sector are thus far avoiding investments in Premier League clubs.

Team

Sponsor

Industry

AFC Bournemouth

Dafabet

Gambling

Arsenal

Fly Emirates

Travel

Aston Villa

Cazoo

Car Retailer

Brentford

Hollywood bets

Gambling

Brighton

American Express

Finance

Chelsea

Three

Telecommunications

Crystal Palace

Cinch

Car Retailer

Everton

Stake.com

Gambling

Fulham

W88

Gambling

Leeds

SBOTOP

Gambling

Leicester

FBS

Trading

Liverpool

Standart Chartered

Finance

Manchester City

Etihad Airways

Travel

Manchester United

Team Viewer

Technology

Newcastle

Fun88

Gambling

Nottingham Forest

N/A

Southampton

Sportsbet.io

Gambling

Tottenham Hotspur

AIA

Insurance

West Ham

Betway

Gambling

Wolverhampton

Astropay

Finance

La Liga

In Spain, the companies from the Food and Beverage sector dominate, sponsoring 4 La Liga teams, which is exactly 20% of all sponsorship deals. Car Retailer company Cazoo has secured deals with 2 clubs – Real Sociedad and Valencia.

All of the 9 leading economy branches investing in football have secured a sponsorship deal with an elite Spanish team. Real Estate firms’ logos will emerge on the shirts of 3 sides.

Team

Sponsor

Industry

Almeria

Arabian Centres

Real Estate

Athletic Bilbao

Kutxabank

Finance

Atletico Madrid

Whalefin.com

Trading

Betis

FI network

Telecommunications

Cadiz

Dafabet

Gambling

Celta Vigo

Estrella Galicia

F&B

Elche

TM Real Estate Group

Real Estate

Espanyol

Riviera Maya

Tourism (Travel)

FC Barcelona

Spotify

Technology

Getafe

Tecnocasa Group

Real Estate

Girona

Gosby

F&B

Mallorca

Alpha Gel

Technology

Osasuna

Verleal

F&B

Rayo Vallecano

DiGi

Telecommunications

Real Madrid

Fly Emirates

Travel

Real Sociedad

Cazoo

Car Retailer

Sevilla

Degiro

Trading

Valencia

Cazoo

Car Retailer

Valladolid

Estrella Galicia

F&B

Villarreal

Pamesa Ceramica

Home Decorations

Serie A

Trading-oriented businesses are overshadowing all of the competition in the Italian football league, as there are 4 teams receiving sponsorship money for wearing such brands’ logos on their shirts, acconting for 20% of the deals. You will not notice a Gambling brand name on any of the teams’ shirts, as it is prohibited by the law.

Team

Sponsor

Industry

AS Roma

Digitalbits

Trading

Atalanta

Plus500

Trading

Bologna

Cazoo

Car Retailer

Cremonese

Iltainox

Steel Producer (Other)

Empoli

Computer Gross

Technology

Fiorentina

Mediacom

Telecommunications

Hellas Verona

Synergy

Energy

Inter

Digitalbits

Trading

Juventus

Jeep

Car Manifacturer

Lazio

Binance

Trading

Lecce

Links

Technology

Milan

Fly Emirates

Travel

Monza

Motorola

Telecommunications

Napoli

Lete

F&B

Salernitana

N/A

Sampdoria

Banca Ifis

Finance (Banking)

Sassuolo

Mapei

Construction materials (Other)

Spezia

Ten

F&B

Torino

Suzuki

Car manifacturer

Udinese

Dacia

Car manifacturer

Bundesliga

The Car Retail and Insurance industries lead the way in Germany, injecting money into 3 clubs each, which account for approximately 17% of the football clubs there. Companies from all industries, except Gambling, Home Decorations, and Energy, have signed a shirt sponsorship contract with at least 1 Bundesliga football club.

Team

Sponsor

Industry

Augsburg

WWK

Insurance

Bayer Leverkusen

Barmenia

Insurance

Bayern Munich

T Mobile

Telecommunications

Bochum

Vonovia

Real Estate

Borussia Dortmund

1&1

Telecommunications

Borussia Monchengladbach

Flatex

Trading

Eintracht Frankfurt

Indeed

Recruitment

Freiburg

Cazoo

Car Retailer

Hertha

Autohero

Car retailer

Hoffenheim

SAP

Technology

Koln

REWE

Travel (Tourism)

Mainz

Kommerling

Construction materials (Other)

RB Leipzig

Red Bull

F&B

Schalke

Meinauto.de

Car retailer

Union Berlin

Wefox

Insurance (Banking)

Stuttgart

Mercedes Benz Bank

Finance

Werder Bremen

GreenLegend

F&B

Wolfsburg

Volkswagen

Car manifacturer

Ligue 1

In France, companies involved in the Real Estate business are sponsoring 3 teams, which represents the biggest share – 15%. After digging deeper, we found out that there is no Telecommunication company sponsoring any of the 20 Ligue 1 teams. Out of the five biggest football leagues in Europe,France is the only one where there is no representative of the Telecom giants among clubs’ shirt sponsors.