Sponsoring maillot : la Premier League loin devant

Selon l’étude annuelle de Repucom, le marché du sponsoring maillot des 6 grands championnats européens se chiffre à 830 millions € (+12% sur un an). Sans surprise, la Premier League concentre 40% des ces investissements soit 330 millions €. La Ligue 1, dopée par le PSG, se classe quatrième (96 millions €) devant la Serie A (83 millions €) et l’Eredivisie (41 millions €).

My Premier League is very rich ! Personne ne peut rivaliser avec le championnat anglais sur le plan économique. En plus de droits TV records, la Premier League domine très largement le marché du sponsoring maillot avec plus de 330 M€ investis par les annonceurs soit une moyenne hallucinante de 16,5 millions € par club ! Autre chiffre impressionnant : on note une augmentation de 35% pour les contrats de sponsoring maillot par rapport à la saison passée. Manchester United s’adjuge de loin la palme du plus important contrat de sponsoring maillot en Europe avec 67 millions € par an déboursés par le constructeur automobile américain Chevrolet (GM). Suivent, Chelsea et Arsenal avec respectivement 51 millions € (Yokohama Tyres) et 38 millions € par saison (Emirates). 82% des 330 millions € investis cette année pour sponsoriser le maillot des clubs de Premier League sont issus de capitaux étrangers.


La Bundesliga arrive en seconde position avec un marché de sponsoring maillot estimé à 168 millions € (pour 18 clubs) devant la Liga avec 105 millions € (60% des dépenses de sponsoring maillot réparties entre le Real Madrid et le FC Barcelone). La Ligue 1 (103 millions €) profite du très gros contrat entre Emirates et le Paris Saint-Germain pour se classer quatrième devant la Serie A (83 millions €). Les investissements en sponsoring maillot reculent sur une année en Espagne (- 8 millions €), en Italie (- 1 million €) et aux Pays-Bas (- 1 million €).

Le tourisme est le premier secteur au niveau des dépenses de sponsoring maillot avec 199 millions € investis devant l’automobile (135 millions €) et de la finance (121 millions €). La compagnie aérienne Emirates (Paris Saint-Germain, Real Madrid, Arsenal, Hambourg, Milan AC) consacre un budget de plus de 100 millions par an pour sponsoriser le maillot de ses 5 clubs !

Sponsoring maillot secteurs

Les entreprises des pays du Golfe (Dubaï, Qatar, Abou Dabi, Bahreïn) sont les plus gros investisseurs sur le marché du sponsoring maillot en Europe avec 163 millions € dépensés sur la saison 2015-2016. Des investissements qui sont principalement issus de l’intense compétition que se livrent les compagnies aériennes de la région (Etihad Airways, Emirates, Qatar Airways, …). Les sociétés allemandes (T-Mobile, Bayer, Evonik, Deutsche Bahn, Volkswagen, …) se classent au deuxième rang (136 M€), devançant les Etats-Unis, en forte progression (87 millions €) bien aidés par l’investissement de Chevrolet à Manchester United.

Sponsoring maillot investisseurs


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