At the time of writing, La Liga champions Real Madrid, have one of the most lucrative sponsorship agreements in world football. They’re backed by Arab airline Emirates, with the six-year deal worth over €400 million. Annually, Real are banking €70 million, and this allows them to be active in the transfer market, as seen with their recent play for PSG talisman Kylian Mbappe, who would have set the club back over €100 million in fees if he made the switch to Spain.
Things may not have been going to plan on the pitch for a while at Old Trafford, but Manchester United remains one of the world's biggest football clubs on the commercial front. And they have recently signed an extension to their sponsorship arrangement with TeamViewer, a company active in the remote desktop software field. As a result, United are raking in over €50 million per year until 2026, with the deal worth a total of €274 million.
Three, the mobile phone network, has been a partner of Chelsea for a while now. But, while the €47 million per year deal is one of the most lucrative around, it’s set to come to an end in 2023. It’s likely Chelsea, under new ownership, will look elsewhere. They could consider a company such as Entain, who are one of the big boys in the gaming and sports betting arena. The group recently gained exposure of one of their gambling brands, PartyCasino, with F1 racing team McLaren. Tom Boehly and co will likely look for a deal that surpasses the €142 million package currently in place with Three.
Liverpool’s relationship with banking company Standard Chartered has almost become iconic. They’ve been working together for years, and in that time, Liverpool have enjoyed success domestically and in Europe. The €46 million per year that they bring in via their agreement with Standard Chartered has allowed Jurgen Klopp to recruit players such as Luis Diaz. Therefore ensuring Liverpool continues to challenge on all fronts. Next year, the deal comes to an end, but it will likely be extended.
Another iconic sponsorship agreement is the one that Jeep have with Italian giants Juventus. Up until recently, Juventus were the dominant force in the Serie A, and they’ll now be hoping that the deal they penned with vehicle manufacturer Jeep will allow them to get back to where they were. They rake in €45 per year from Jeep, with the deal that runs until 2024 worth €135 million. And this has afforded them to balance the books after making significant purchases such as Dusan Vlahovic from Fiorentina for over €70 million.