The Biggest Sponsorship Deals in Football History
‘‘Where there are no spectators, there is no sponsorship. Where there is no sponsorship, there is no money...’’ — Howard Jacobson.
Annually, about 400 million people tune in to watch the UEFA Champions League final on TV globally. For the players and team staff, here’s an opportunity to lift one of the most prestigious trophies in football. For supporters, it’s another opportunity to create special life memories.
However, big club games like the UCL Final or the Premier League title decider offer stellar commercial opportunities for the involved teams. Latching onto the incredible TV viewership of high-stakes games, clubs are signing big-money sponsorship deals with brands and companies.
On the one hand, the brands get massive visibility for their products or services. For the teams, they get lots of additional cash for player signings, stadium upgrades, and training ground facilities.
Every team is looking for these deals and they go far and wide to get them. A team in the Spanish top flight may go to the UAE to seek sponsors, and we’ve seen English teams that are sponsored by South African companies.
This shows endorsements and sponsorship deals are beyond borders. Many of these teams are also sponsored by firms in the gambling industry; think Everton and Stake or Bwin and AC Milan. These deals mean players who follow these teams worldwide are now patronizing these gambling sites because of the collaborations.
As a context, a supporter of Everton in the UAE may be tempted to use Stake when they want to play casino games because of the relationship between the platform and their football team. There is also the matter of payment options. If a player prefers anonymity, a banking option like Paysafecard may appeal to them.
However, regardless of affiliations, experts think those who want to play casino games in the UAE should consult review sites for their view on the top online casino paysafecard platforms so as to make an informed choice. For the rest of this article, we’ll run through details of the world’s biggest sponsorship deals in football, to see how far brands have gone to put their logo on the world’s biggest stages.
10. Tottenham Hotspur (Nike: £30m Annually)
Tottenham is currently seven years into a 15-year deal with Nike. The deal granted the kits’ manufacturer exclusive rights to design and produce their gear until at least 2033. On-pitch proceedings may have improved recently, especially with their recent Europa League win and Champions League participation. But they’re still a long way behind top Premier League teams like Arsenal and Liverpool regarding sponsorship earnings.
9. Bayern Munich (Adidas: £42.5m Annually)
Could you imagine a Bayern Munich jersey without the Adidas logo? The relationship between both sides began in 1974 when the Bavarian club wore a sponsoring brand on their jerseys for the first time. Fortunately, the German powerhouse has celebrated many triumphs since then.
For instance, Bayern has won the Bundesliga since 2012/13 – except 2023/24 when Bayer Leverkusen stole the spotlight with an invincible season. With such a level of consistency, alongside their storied history, there’s no surprise that Adidas has signed another long-term contract with them. Bayern Munich’s deal with Adidas began in 2015 and will run for 15 years, at £ 42.5 m per year.
8. Juventus (Adidas: £46m Annually)
Juventus won the Serie A from the 2011/12 season till the 2019/20 season, with no interruption from other Italian top-flight teams. These consistent triumphs must have influenced Adidas to agree to an eight-year contract with the Italian giants in 2019. Sadly, though, Juve has had a fourth-placed Serie A finish since then.
The Bianconeris have been out of the Champions League or Europa League since then, for various reasons, including bans over false accounting of previous transfer deals. However, this season, they’re fifth in the Serie A, tied on 12 points with fourth-placed Inter Milan after 6 games. Juventus is also participating in the UEFA Champions League, which, alongside their league form, could be welcome news for their kit supplier.
7. Chelsea (Nike: £60m Annually)
Chelsea seems to have a penchant for long-term deals, especially in the Todd Boehly era. This is evident in the Blues handing long-term contracts to Cole Palmer, Enzo Fernandez, Moises Caicedo, and Nicolas Jackson that run till at least 2031.
However, Chelsea’s current deal with Nike dates back to Roman Abramovich’s tenure in 2016. The 15-year deal will run till at least 2032 and it delivers £60m per year to Chelsea – the second-highest of its kind in London.
6. Liverpool (Adidas: £60m Annually)
When the Reds closed a five-year sponsorship deal with Adidas in 2020, they were at the top of their game. They had just won the Champions League in 2018/19 before lifting the Premier League about 12 months later, thanks to manager Jurgen Klopp’s heroics.
Thankfully, Klopp’s replacement, Arne Slot, has kept the Reds as one of the Premier League’s biggest sides. The deal is effective from 2025/26 and replaces the one with Nike. It is worth at least £60m annually.
5. Arsenal (Adidas: £75m Annually)
Arsenal’s 2024 deal with Adidas is one of the most recent and lucrative. The £75m deal is set for only six years, and it puts them in 5th position overall based on total worth.
Thankfully, the team seems to deserve such massive gains, thanks to their high competitiveness at home and in the Champions League. Their previous five-year deal with Adidas was worth £60m annually, so the increase feels like a reward from Adidas for the Gunners’ recent heroics.
4. Manchester United (Adidas: £90m Annually)
Despite their poor on-field showings, Manchester United’s financials have performed just great. They boast having one of the most valuable clubs in the world, which rightly positions them as a global brand.
Add all that to their occupation in one of the world’s most-watched football leagues, and it’s easy to see why Manchester United is near the top of the table. They recently struck a 10-year contract worth £ 90.6 m per season with Adidas, which is set to begin in 2025.
3. Manchester City (Puma: £100m Annually)
Puma’s biggest client remains Manchester City, who are still flying high after winning the treble in 2022/23. The deal was struck in 2025 as a record-breaking £1 billion kit deal, worth a massive £100 m per annum until 2035.
2. Barcelona (Nike: £105m Annually)
Barcelona is set to thump Manchester City’s record, after Nike made a few compromises to maintain its deal with La Blaugrana. While the team might be going through a transition, there’s no denying that the Nou Camp landlords are one of the biggest football brands on the globe.
Reports show the new deal will be worth £1.4billion over 14 years at £105m annually. The deal also includes a £131m signing bonus for La Blaugrana, which will be disbursed over the lengthy deal.
1. Real Madrid (Adidas; £110m Annually)
Based on annual earnings, Real Madrid tops the list of football sponsorships globally with a massive £110m deal with Adidas. Considering the size of Los Blancos as a global conglomerate, there’s no surprise about this.
The deal between the German company and the Spanish giants has continued since 1998. During the period, Real Madrid completed the “La Decima”, among other feats.
Conclusion
“There are two really good feelings. The first is when you land sponsorships that allow you to be competitive. Then to win a race is the icing on the cake that you’ve made with the sponsorship.” — Robby Gordon.
Every top club desires to bring in a sponsorship deal that matches its success and ambition. These deals help in financial and squad planning, helping teams succeed on and off the pitch.
Today, elite-level clubs are raking in massive sums of money via sponsorship deals. As it stands, Real Madrid remains the highest earner based on annual earnings, while Barcelona looks set to overtake Manchester City’s record worth £1 billion in total.