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Sponsorship in Sport: A Waste of Space?
The top six football shirt sponsorship deals
Business organisations are willing to pay to have their brand name associated with popular and successful clubs. The following list of the most valuable shirt sponsorship deals in football exemplifies this:
| Bayern Munich | 17 | Deutsche Telekom |
| Manchester United FC | 12 | Vodafone |
| Real Madrid | 12 | Siemens |
| AC Milan | 9 | Opel |
| Arsenal | 8 | O2 |
| Chelsea | 8 | Emirates |
The top six clubs here share a number of characteristics that commercial sponsors find attractive:
- Success in the most 'visible' domestic league competitions, most notably the English Premiership, La Primera Liga in Spain, the German Bundesliga and Serie A in Italy
- Record of success in the UEFA Champions League, especially since the competition was extended during 1999-2000, with each club appearing live on TV more often
- Large support base in the domestic and international markets
- Large stadia to accommodate big crowds for important games
- Growing support across the world
Increasingly, the global reach of the top European football clubs makes them highly attractive to commercial organisations with global brands, looking for exposure in growth markets.
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