Kledingsponsoren en contracten

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AZ trekt shirts van rugbymerk om de schouders
26 mei 2008

AZ draagt volgend seizoen de shirts van kledingmerk Canterbury of New Zealand. Het bedrijf is de grootste leverancier van rugbykleding. AZ heeft een driejarige verbintenis afgesloten.

Canterbury levert ook onder meer aan Portsmouth en Deportivo la Coruña. AZ is de eerste Nederlandse voetbalclub in hun bestand.

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NIKE-SCHOEN SCOORT IN ADIDAS-FINALE

Van onze redactie

AMSTERDAM – Nu de rook rond het Europees kampioenschap optrekt en bekend is dat Spanje de beste bleek, maken ook de grote sportmerken Adidas en Nike de balans op. Voor Adidas was het toernooi zeer succesvol, beide finalisten speelden in tenues van het Duitse bedrijf, de bal was van Adidas en de scheidsrechters liepen ook met het Duitse merk op de borst. Maar het doelpunt werd gemaakt met een schoen van Amerikaanse makelij.

Van de zestien deelnemende landen aan EURO 2008 hadden er zes een contract met Nike, vijf met Puma, vier met Adidas en een met Umbro (Zweden). Umbro (voor 380 miljoen euro ingelijfd door Nike) was na de voorrondes al uitgespeeld, terwijl Puma na de kwartfinales niet meer te zien was. Nike verloor met de nederlagen van Turkije en Rusland in de halve finale de kans op de eindstrijd.

Dat wil overigens niet zeggen dat Nike zondag in Wenen helemaal niet op het veld aanwezig was. In totaal elf spelers in de finale van zondag hebben een schoenencontract met het Amerikaanse bedrijf, waaronder doelpuntenmaker Torres, verdediger Pujol en de Duitsers Lehmann en Klose.

Met het succes van met name de Duitse ploeg vlogen de Adidasshirts over de toonbank, volgens het Duitse bedrijf werden meer dan een miljoen stuks verkocht. Vooral door het sterk toegenomen aantal vrouwelijke voetbalfans voorziet Adidas dat de voetbalomzet boven de geschatte 1,2 miljard euro uitkomt.

De Oranjeshirts van Nike waren ook nauwelijks aan te slepen, zo bevestigt een zegsman van het Amerikaanse sportmerk. Het concern verkocht tussen de 50.000 en 100.000 shirts voor 70 euro per stuk. De interesse was zelfs zo groot dat enkele duizenden shirts die eigenlijk bestemd waren voor de Japanse markt, moesten worden ingezet.

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Russische voetbalbond wil samenwerken met adidas
Datum: 4-sep-2008 20:18

De Russische voetbalbond wil een langlopende verbintenis aangaan met het merk adidas. Daar bericht de Duits sportkrant Sportbild over.

Sportminister en voorzitter van de Russische voetbalbond Mutko, bondscoach Guus Hiddink (foto) en de directeur van de Russische afdeling van adidas hebben een bijeenkomst gepland op 8 september. Dan wordt waarschijnlijk de overeenkomst tussen de kledingfabrikanten en de Russen ondertekend. Er zijn geen details bekend over de samenwerking. Volgens het bureau Interfax gaat het om een bedrag van 100 miljoen euro en een looptijd tot 2016. Volgens verschillende berichten wordt de huidige overeenkomst met Nike dan zo snel mogelijk beëindigd. (PVW)

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Football shirt sponsorships increase again say Sport+Markt

The Sport+Markt ‘European Jersey Report’ reveals the prices paid in the UK, Germany, Spain, Italy, France, and the Netherlands for the 2007-08 season went up a cumulative 10.6 per cent. Only in France‘s Ligue 1 was there a decline in income from jersey sponsorship.

In the UK total revenue from jersey sponsorship spend for the 2007-08 season was ¤97.5 million, in Germany the figure was ¤95.5 million, in Italy ¤71.8 million, in France ¤51.0 million, in Spain ¤50.2 million and in the Netherlands ¤39.5 million.

The top six club deals in Europe were: Manchester United (AIG - ¤20.8 million p.a), Bayern Munich (T-Home - ¤20.0 million p.a), Real Madrid (Bwin - ¤15.0 million p.a), Chelsea (Samsung - ¤14.5 million p.a), AC Milan (Bwin - ¤12.0 million p.a) and Schalke (Gazprom - ¤12.0 million p.a).

Hartmut Zastrow, executive director of sport+Markt said: “With a 10.6 per cent increase in revenue in the top six European leagues, jersey sponsorship again demonstrates its growing significance.”

“Real Madrid CF and AC Milan are the biggest bargains in Europe! If a prize was awarded for Europe‘s most efficient sponsor, sports betting provider Bwin would currently win. It is a fantastic deal for them to pay a mere ¤27 million for the two top global brands. Combined, these two great champions are worth between ¤50 million and ¤70 million.”

He added that: “English Premier League clubs have improved strongly regarding the marketing of their jerseys. However, the Bundesliga still generates the highest income per team, with an average of ¤5.3 million per jersey deal.”

“The gap in jersey marketing between big and small clubs is particularly extreme in Spain. The Bundesliga‘s bottom-placed club, Energie Cottbus, would be in eighth position in the Primera División with its jersey income of approx. ¤1.7 million.”

Of the clubs in the top six European leagues 17 have their kit supplied by Nike, 15 by Umbro, 14 by Adidas, 10 by Puma and 7 by Kappa. Hartmut Zastrow, executive director of sport+Markt said: “With its purchase of Umbro, Nike is clearly number one amongst Europe‘s kit suppliers. The Americans continue their offensive against Adidas in football. However, in my eyes, the German company‘s strategy of focusing on a few major clubs is extremely intelligent.”

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Bundesliga beats Barclays Premier League in shirt sponsorship table

The Bundesliga may no longer regularly produce Champions League finalists, and their national team bowed to Fabio Capello's resurgent side in Berlin six days ago, but Germany has edged ahead of England in one increasingly significant league table - the value of its shirt sponsorship.

Figures released today show that the Bundesliga has overtaken the Barclays Premier League as the league with the largest total income from shirt sponsorship, and that Bayern Munich are ahead of Manchester United in having the single most valuable shirt sponsorship deal.

However, this shift in power is only partly a consequence of German top-flight clubs becoming more attractive billboards for sponsors. SPORT+MARKT's tenth annual European Jersey report explains that the economic climate and the drop in the exchange rate of the pound against the euro have been largely responsible for reducing the value of English sponsorship deals relative to those of the top European clubs - even though the contracts have not been renegotiated.

It also helps to explain why the overall level of shirt sponsorship across the six main European leagues has dropped for the first time, from ¤405.3million (about £344.2million) in 2007-08 to ¤393.2million this season.

“Due to the weak British pound, Bayern Munich beat Manchester United to the title of the most valuable jersey deal,” Hartmut Zastrow, the executive director of SPORT+MARKT, said. “The main reasons why the Bundesliga now generates higher income from jersey sponsorships than the Premier League lies in [clubs] lacking jersey partners and the current weakness of the British currency. The sponsor of West Ham United, XL airlines, went bankrupt, West Bromwich Albion have yet to find a partner and Aston Villa now bears the logo of a charity organisation on its jersey.

“The Bundesliga is the winning league in this jersey report after slipping behind the English FA Premier League last season. For the first time revenue from jersey sponsorship in the Bundesliga exceeds the ¤100million mark. No other league has reached such a consistency of sponsorship deals for all teams.”

At the other end of the scale, a dip in revenues in Spain has meant that it has almost been caught by the Dutch Eredivisie. “It is astounding that a small league like the Eredivisie reaches the same level as the Primera División in terms of jersey sponsorship,” Zastrow said.

In the early days of sponsorship, shirts tended to bear the names of beers and electronics manufacturers. Nowadays, financial institutions such as AIG, Manchester United's sponsor, lead the way in Europe, followed by travel and tourism companies and betting outlets such as bwin, whose name adorns the jerseys of Real Madrid and AC Milan. Telecommunications do not make the top three sectors despite the presence of T-Home and Samsung on the shirts of Bayern and Chelsea respectively.

However, that is expected to change. “As contracts are fixed over a long period of time, the Jersey report proves that sport sponsorship is not affected by the financial crisis - yet,” Zastrow said. “Instead of a decrease in sponsorship value, we expect a shift of sectors amongst sport sponsors.”

SPORT+MARKT also expects England to regain its pre-eminence. “If the currency or the teams that are lacking a paying sponsor recover, the Premier League will top the ranking again next season,” Gareth Moore, the international sales director, said.