Arsenal, vainqueur de la Ligue des Champions des sponsors

MD Sports Marketing a réalisé une étude sur la typologie des sponsors maillots des équipes de football évoluant en Ligue des Champions cette saison.

Avec son partenariat évalué à 37,5 millions d’euros, avec la société Emirates, Arsenal se classe en tête de ce classement, loin devant les cadors du football mondial que sont le Real Madrid, le FC Barcelona, le Bayern Munich ou encore le Paris Saint-Germain.



Les 32 clubs participant à la Ligue des Champions cette année sont sponsorisés par 26 marques. Le montant total des investissements de ces marques s’élève à environ 350 millions d’euros. L’entreprise la plus présente et partenaire des 3 clubs est Emirates qui dépense un total de 87,5 millions d’euros pour figurer sur le devant des maillots d’Arsenal, du PSG et du Real Madrid. Le club d’Arsenal est donc l’équipe dont le maillot coûte le plus cher : 37,5 millions d’euros. Le FC Barcelone arrive en 2ème position, Qatar Airways a signé un contrat de 32 millions d’euros. Le Bayern de Munich complète le podium avec une somme de 30 millions d’euros dépensés par Deutsche Telekom.


L’étude de MD Sports Marketing fait ressortir le fait que les compagnies aériennes Emirates (PSG, Arsenal, Real Madrid), Qatar Airways (FC Barcelone) et Etihad (Manchester City) dominent le secteur en représentant 15 % des investissements sponsoring des maillots de 5 clubs à hauteur de 144 millions d’euros par an. Le secteur des télécommunications (MTN, Portugal Telecom, Deutsche Telekom), également présent sur 5 maillots, représente 40 millions d’euros. Les assurances (L’Ajax et Aegon), l’univers pharmaceutique, le secteur de l’énergie (Scha  lke, Zenith et Gazprom) ou technologiques (Chelsea et Samsung) également présents n’atteignent pas, à eux tous réunis, le montant dépensé par les compagnies aériennes (139,7 millions d’euros vs 144 millions).

Les entreprises de télécommunication sont présentes sur 5 maillots, tout comme les compagnies aériennes mais ces dernières dépensent plus d’argent (3 fois plus) pour leurs partenariats.

On remarque également que les 3 clubs portugais (Porto, le Sporting Lisbonne et le Benfica) possèdent le même sponsor maillot du secteur des télécoms : MEA et Moche qui font partie du groupe portugais Telecom. Le nombre de clubs sponsorisés est le même qu’Emirates mais l’investissement financier est 9 fois inférieur à celui de la compagnie aérienne : 9,25 millions d’euros.


Les différences entre les clubs disputant la Ligue des Champions sont très grandes du fait que les équipes présentes en Ligue des Champions sont issues des différents championnats européens, totalement hétérogène tant sur le niveau que sur la couverture médiatique. L’Apoel Nicosie a reçu « seulement » 1,5 million d’euros pour sa saison de la part de MTN, multinationale sud-africaine du domaine des télécoms. Certains clubs ne perçoivent pas d’argent avec leur sponsoring maillot, c’est le cas de l’AS Roma qui n’a pas de partenaire et met en avant Roma Cares, la fondation du club.

apoel nicosie

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