Who are the biggest shirt sponsorships in football?

With the news that Inter Milan are set to announce Betsson as its front-of-shirt sponsor for next season, football fans are reminded of the growing influence that brands are having on the modern game.

The Nerazzurri put pen to paper on a deal with Paramount, but with that to expire at the end of the campaign, one that should see the Italian giants pick up another Serie A title following a dominant domestic display, the club is expected to earn €30 million, plus bonuses per season, for the next five years from the Brazilian bookmaker.

At a time when sponsorship is so integral to the day-to-day operations of football, it’s interesting to assess some of the biggest deals that are currently ongoing. From multi-million takeovers of clubs, to entire leagues formed to grow the presence of the beautiful game in different parts of the world, brands can make themselves recognisable with a good sponsorship.

Who could forget Liverpool’s iconic Carlsberg kits? Or Gabriel Batistuta’s luscious locks slightly covering the Nintendo logo on Fiorentina’s purple? Or Newcastle Brown Ale spearheading Kevin Keegan’s title charges in the 90s?

With that in mind, let’s take a look at some of the biggest shirt sponsorship deals in football, and how long they last before needing renewal. Read on to find out more.

Real Madrid – Fly Emirates

Let’s start with the biggest deal in Spain, as the country’s richest side, Real Madrid and their partnership with Fly Emirates. The Airline pays the 14-time Champions League winners €70 million per season until 2026, allowing them to fund big moves for the likes of Jude Bellingham, Gareth Bale, and Cristiano Ronaldo.

Madrid also sealed a record-breaking partnership with HP, concluding a $75.7 million deal that promises to redefine the dynamics of the industry, as they became the first brand in the history of Los Blancos to sponsor the club’s shirt sleeves.

While the current La Liga leaders look destined to pick up another title, checking the best free bet offers shows Catalan club and Madrid’s rivals Barcelona struggling both for form and in the financial standings, even considering producing their own shirts to retain full profits alongside a lucrative deal with Spotify.

Paris Saint-Germain – Qatar Airways

Another airline, but we’re swapping sunny Spain for the City of Light here as we look at Paris Saint Germain’s $65 million a season deal with Qatar Airways.

Qatari state-owned PSG has had the sponsor since the 22/23 season and will now look to utilise some of that money to rebuild the squad given the likely departure of Kylian Mbappé this summer. The Parisian is yet to fuel his Champions League ambitions despite the likes of Lionel Messi, Neymar, Angel Di Maria, and Edinson Cavani on hand to help, and attention now turns to the 25-year-old as he looks to drag his side to Wembley before the curtain call at Parc des Princes.

Given the financial war chest Qatar provides PSG, it is likely the sponsorship will be extended and accompany the French giant’s plethora of global partners, including Aspetar, beIN Sports, and Ooredoo.

Manchester United – TeamViewer

For all of Manchester United’s iconic sponsorships throughout the club’s glory years, their current deal with TeamViewer is their biggest financially. United signed a five-year deal for $60 million that has certainly divided opinion since going on the first team strip in 2021, with Qualcomm Technologies set to take over from the 2024/25 season.

Disagreements in the business department have seemed to transition on the pitch too, with Erik ten Hag unable to repeat the success he achieved in his maiden Premier League campaign, as the Red Devils find themselves on the cusp of Europa League football having been plagued by injury and inconsistent performances.

The Red Devils are one of the biggest spenders in the league, with a selection of high-profile signings this summer including Mason Mount, Andre Onana, and Rasmus Hojlund – all flattering to deceive thus far. Expect more big moves throughout the season despite the uncertainty regarding TeamViewer’s sponsorship, as United look to end their 12-year league title drought.

Manchester City – Etihad

From one side of Manchester to the other now as we delve into the murky waters that are Manchester City’s sponsorship. Pep Guardiola’s side are undoubtedly one of the most formidable forces in the modern game, as demonstrated by their treble win of FA Cup, Premier League, and Champions League last term, but their dodgy dealings will always leave an asterisk lurking in the background regarding the legitimacy of their success.

Etihad have sponsored the club since taking over in 2008, providing the Sky Blues €60 million a season for shirts, with further money coming from stadium naming rights, all combining to allow the club to sign some of the best players in the world and compete alongside Liverpool and Arsenal for a fourth straight league title.

Inter’s latest deal with Betano showcased how quickly brands can swoop in and pick up deals for clubs. With changes to laws in the Premier League, it will also mean a number of new shirt sponsors for sides in England’s top flights, as new kits emerge ahead of what is shaping up to be a very exciting 24/25 campaign if the last nine months have been anything to go by.

Other Articles