Top-5 Industries Dominating Football Jersey Sponsorship in 2024

Best in Class, Facts & Figures

Read Time: 5 min

Apr 6, 2024

Football is not just a sport, but also a huge business. An important part of this is the sponsors who proudly display their logos on the players’ shirts. But which industries actually dominate shirt sponsorship in Europe? In this article, we take a look at the top five industries that are most frequently represented on football shirts and are sure to put a smile on your face with a few curiosities.

Top 5: These Industries Dominate Football Shirt Sponsorship

1. Sports Betting: The Kings of Sponsorship

It’s hardly surprising that sports betting companies are among the biggest sponsors in football. Their presence on the jerseys gives them enormous visibility during matches. A prominent example comes from Germany. Here, VfB Stuttgart advertises for the French online sports betting provider Winamax. In Portugal, FC Porto plays with Betano on its chest.

2. Financial Service Providers: Global Presence on the Pitch

Financial service providers use shirt sponsorship to strengthen their global presence. A prime example: Standard Chartered, a multinational bank headquartered in London, sponsors Liverpool FC. The long-standing partnership between Standard Chartered and the English football club has resulted in a strong brand presence for the company on the shirt and expanded its global reach.

3. Tourism: Discover the World on the Jersey

The tourism industry has recognized that football is a unique medium to promote destinations and attract tourists. One example is the Qatar Tourism Board sponsoring the jersey of the French top club Paris Saint-Germain. This partnership not only serves to promote Qatar as a travel destination, but also strengthens the relationship between the country and one of the most famous football clubs in the world. The shirt sponsorship allows tourism companies to reach their target audience directly and showcase their attractions in a unique and effective way.

4. Airlines: Above the Clouds and on the Pitch

Airlines use shirt sponsorship to promote their global routes and services. One of the most prominent airlines active in shirt sponsorship is Emirates. The Dubai-based airline has become one of the biggest sponsors in soccer, adorning the shirts of clubs such as Real Madrid, AC Milan and Arsenal FC.

5. Telecommunications: Connection on and off the Pitch

Telecommunications companies use football sponsorship to promote their services and position themselves as technology and communications leaders. One of the best-known examples comes from Germany. Here, Telekom‘s “T” adorns the jersey of the great FC Bayern Munich.

Curiosities From Jersey Sponsorship: More Than Just Logos

Curious Choice of Sponsor

Sometimes football clubs surprise with their choice of shirt sponsors. One notable example is the Scottish club Partick Thistle, which was sponsored by the local butcher in 1977/78. The butcher’s logo, a pig, attracted a lot of attention and became a distinctive feature of the shirt.

Sponsor with Sense of Humor

Sometimes companies also use shirt sponsorship to take a humorous approach. A notable example of this is FC Getafe, a Spanish club that wore the logo of the lottery “La Primitiva” on its shirts from 2007 to 2010. With the slogan “With a bit of luck, we can beat anyone”, the club humorously showed that they are not afraid of any challenge.

Shirt with Integrated Advertising

In the world of football, there are always innovative approaches to presenting sponsors. One particularly curious idea came from the Brazilian club Associacao Desportiva Sao Caetano, which presented a jersey with integrated advertising for the online auction house eBay in 2002. Using QR codes on the jersey, fans could go directly to eBay and buy merchandise.

StadiumADS helps Football Clubs to optimize their Jersey Marketing

Overall, it is clear that jersey sponsorship is a diverse and exciting landscape in which different sectors are fighting for visibility and brand presence. From sports betting to energy companies, each company has its own reasons and goals for having a presence on the pitch.

Football clubs profit from our digital stadium and jersey marketing tool. Set up your stadium and jersey, design up to 200 individual ad placements with your (potential) sponsors’ logo and share an authentic 3D animated video to convince them that your club is the right fit.

written by Paul Mayer