Hollis Sponsorship Bulletin

Adidas, Nike and Puma are the best-known football sponsors in the five largest European football markets, according to a survey by sports marketing analysis and evaluation company Sport+Markt among 3,000 European football fans.

Unsurprisingly, “Jersey sponsors and kit suppliers dominate European communication in football”, says Hartmut Zastrow, Sport+Markt’s executive director.  Adidas is the top football brand, according to Zastrow who expressed surprise at seeing Audi in number eight position and commented:  “Audi pursues a decentralised football strategy, with partnerships with many European clubs and is even outstripping rival automobile supplier Ford, as a sponsor.”  Another reason, however, for its position could be the press coverage following the company’s purchase of shares in FC Bayern Munich.

The top twenty sponsorships are an illustration of the variance in sponsorship strategy that European companies can use to gain the attention of European football fans.  A global group such as Coca-Cola is ranked fourth and is omnipresent as a sponsor in football and sport in general, although it has no shirt sponsorships, whereas Emirates (ranked fifth) do have shirt sponsorships and the naming rights of Arsenal FC.  Moreover, it is a FIFA World Cup Partner.

The UK is the only market where shirt sponsors, namely AIG and Carlsberg, score higher than the actual kit suppliers or technical partners; only Barclays as the league title sponsor is able to compete at such a high level.  Internationally, the popularity of the Premier League and the success these clubs enjoy in the UEFA Champions League has enabled these sponsors to reach overseas fans.  For more information on the report, visit www.sportundmarkt.com

With European economies under pressure, Asian companies are now regarded by many leading rights holders as their best opportunity of maximising sponsorship revenues.

A good case in point is Manchester United, which will end its association with US financial service group AIG at the end of the year. Already, there has been speculation that Indian conglomerate Sahara will step in. But now there is talk of Air Asia becoming the club’s new shirt sponsor.

AirAsia chief executive Tony Fernandes says preliminary discussions have already taken place - though this does not mean a deal has been done. From United’s point of view, Air asia would be a good shirt sponsor for two reasons. Firstly, because the two are already commercial partners - which means there is an understanding between the two. secondly, because Air Asia would help United raise its profile further in the important Asia-Pacific region.

In a separate development, struggling bank RBS says it will end its sponsorship of the Williams F1 team at the end of the 2010 season. The bank, which is reported to be cutting its sponsorship investment in half, is also said to be reviewing its deals with individuals such as tennis star Andy Murray. The one RBS sponsorship which is safe is the Six Nations - which RBS chose to renew earlier this year.