Just over one-fifth, or 21%, of all football teams in the top 15 divisions in Europe have sponsorship agreements with gambling companies on the front of their shirts.
The sector had front of shirt partnerships with 51 of the 244 teams studied, despite the continent's tougher laws on gambling advertising. This is eleven more than in the 2020–21 season and eighteen more than in any other similar area.
Because of the exposure they provide via their prominent branding, front of shirt sponsorships are frequently the most valuable agreements in a club's portfolio of commercial collaborations, according to ResearchAndMarkets.com.
As an alternative, these kinds of alliances are alluring to businesses because they provide a chance to establish credibility and trust at a large scale by connecting with teams who have fervent fan bases.
The highly sought-after location on a team's uniform provides priceless visibility for any business and serves as a sizable revenue stream for the teams. The combined revenue from front-of-shirt deals for teams in the major five European leagues—England, Spain, Germany, Italy, and France—is projected to be $1.2 billion.
The English Premier League (EPL) offers the highest salary for front of shirt rights among them. Selling the coveted space brings in $450.54 million for the EPL Clubs collectively, just $150 million less than half of what is earned in Europe and more than any other league on the continent.
UEFA's Country Coefficient indicates that the market for front-of-shirt sponsorships has decreased from $1.44 billion in the 2020–21 season to $1.37 billion in the 2021/22 season, a 4.9% decline.
