CAR SPONSORSHIPS IN EUROPEAN FOOTBALL 2017 REPORT

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1 CAR SPONSORSHIPS IN EUROPEAN FOOTBALL 2017 REPORT

2 INTRODUCTION Welcome to our Car Sponsorships in European Football Report. Our team at the Sports Business Institute Barcelona has worked hard over the past month to collect, summarize and interpret the data on car sponsors involved in the football industry in Europe. Automakers interest in European football sponsorship continues to grow as brands look to gain market share over their competitors while at the same time penetrate emerging markets. The report focuses on the involvement of the automotive industry in sponsorships with football clubs across the top fi ve leagues in Europe including the Premier League, La Liga, the Budesliga, Serie A and Ligue 1. We hope you enjoy reading it and would welcome your feedback. ABOUT THE SPORTS BUSINESS INSTITUTE BARCELONA The Sports Business Institute (SBI) is a private learning institution based in Barcelona with a regional offi ce in North America that provides top-quality practical executive business training to those aspiring to work or advance their career in sports, with a particular focus on the football industry. FOOTBALL INDUSTRY RECOGNITION Backed by a reputation of having previously trained executives from the top clubs, leagues, federations and other football organizations worldwide CAREER ADVANCEMENT Learn the knowledge and develop the skills to optimize your professional opportunities in the football industry. GLOBAL NETWORKING Share skills, knowledge and network by joining an alumni community made up of like-minded peers and industry executives in over 70 countries across the globe.

3 REPORT TAKEAWAYS The most valuable deal belongs to Manchester United and Chevrolet estimated at $560M 28 different car brands are involved in European football sponsorships Across the top fi ve leagues, 56 clubs are involved with a car sponsor The Bundesliga has the most clubs with a car sponsor: 15

4 OVERVIEW Across the top fi ve leagues in Europe there are 98 clubs, and 56 of them hold a sponsorship deal with a car brand. While the Premier League is known for being a revenue generation giant (mainly due to highly valuable domestic and international TV rights), it is the league with the least amount of car sponsors. The league with the highest number of clubs with an official car sponsor is the Bundesliga. Once we will go into more depth for each league separately it will be revealed that some of the car sponsorships are deals that have been agreed upon with local car dealers rather than with the car brand itself. Hence, the high number of deals in Serie A and La Liga. In total, there are 28 car brands involved in football sponsorship from 10 different countries.

5 BUNDESLIGA - OVERVIEW The Bundesliga clubs have the most car sponsorship agreements. Out of the 18 clubs, 15 of them have a car sponsorship. The only clubs without an offi cial car sponsorship are Hoffenheim, Schalke 04 and Bayer Leverkusen. LONG-TERM SPONSORSHIPS The longest running car partnership in the Bundesliga belongs to Ford and 1.FC Koln. The agreement began in 1994 and is expected to run until The second-longest agreement is between Audi and Bayern Munich, which began in 2002 and is expected to run until 2025 after being renewed in 2015 for an estimated 10M per year. SHAREHOLDING Audi has become a shareholder in two German clubs, Bayern Munich and Ingolstadt. In the latter Audi holds 20% of the ownership whereas at Bayern Munich Audi owns 8.33% of the club shares.

6 STADIUM SPONSORSHIP In Wolfsburg, Volkswagen contributed approximately 26.5M to help build the club s new stadium back in Mainz s stadium is called the Opel Arena since 2016 and the deal is expected to run until Ingolstadt stadium is called the Audi-Sportpark. The deal between the two runs since 2006 and in 2008 Audi acquired the naming rights for the stadium. In 2013, Audi became the owner of the stadium. CLUB AND BRAND INDEX Audi Bayern Munich, Hertha Berlin, Augsburg, Borussia Monchengladbach, Hamburger SV and Ingolstadt. BMW Eintracht Frankfurt Ford 1.FC Koln Opel Borussia Dortmund, SC Freiburg and Mainz 05 Suzuki SV Darmstadt 98 Volkswagen RB Leipzig, Wolfsburg and Werder Bremen The Volkswagen Group is the most prominent among car sponsorships in Germany. In spite of the Volkswagen brand being linked with only 3 clubs, it maintains its presence through the Audi brand.

7 LA LIGA - OVERVIEW La Liga is the only competition in the report with an offi cial car sponsor. The league signed a car sponsorship agreement with Mazda in 2015 to become the official car of both the fi rst and second division. LONG-TERM SPONSORSHIPS The longest-standing car sponsorship agreement in La Liga belongs to Real Madrid and Audi, which began in FC Barcelona also signed a deal with Audi in The agreement is expected to run until It is also worth noting that as of the season Citroën ended its commercial relationship of 31 years with club Celta de Vigo. STRONG GERMAN PRESENCE IN LA LIGA Out of the 20 clubs in La Liga, 11 of them have a commercial relationship with an automaker. Nine of those clubs have a sponsorship agreement with German car brands. CLUB AND BRAND INDEX Audi BMW Mercedes Seat Volkswagen Volvo Real Madrid, Barcelona, Villarreal and Athletic Bilbao Sevilla Deportivo La Coruna Eibar Las Palmas, Valencia and Osasuna Granada Seven out of the 11 partnerships involve local/regional car dealers. This means the commercial relationship is with a local agency and therefore may not include an annual sponsorship fee but rather an in-kind supply of cars for the team and/or special offers for fans

8 LIGUE 1 - OVERVIEW Half of the clubs in the league have a car sponsorship agreement. Notably absent are two of this year s title contenders, AS Monaco and Nice. LONG-TERM SPONSORSHIP Paris Saint-Germain has a sponsorship agreement with Citroën that began in 2011 and is expected to fi nish in The club also has an official bus partner in MAN that has been active since LOCAL & REGIONAL COMMERCIAL AGREEMENTS Like in Spain, several of these commercial agreements with Ligue 1 clubs have been sealed with local and regional licensed car dealers as in Nancy Lorraine s and Metz s case. Nevertheless, those car brands feature on the sponsors section on the club s websites. CLUB AND BRAND INDEX Citroën Hyundai Volvo Scania Ford, Kia, Jaguar, Land Rover BMW PSG and Olympique Marseille Olympique Lyonnais AS Nancy Lorraine and AS Saint-Etienne Angers AS Nancy Lorraine Metz, Lille, FC Lorient The French automaker Citroën has ongoing sponsorship agreements with Paris Saint-Germain and Olympique Marseille. It is not surprising to see the brand supporting two of the country s most popular and iconic clubs.

9 PREMIER LEAGUE- OVERVIEW The Premier League is the most valuable football league in the world. It is estimated that the total commercial revenue for the league is close to $1.6 billion. Only seven out of the 20 Premier League clubs have a car sponsorship and three of those agreements are with German car brands. LONG-TERM SPONSORSHIP Arsenal s sponsorship agreement with Citroën is the longest deal in the Premier League, signed in The partnership is set to fi nish in 2017 but reports suggest the club is already in negotiations to extend the partnership beyond the current campaign. ASIAN CAR BRANDS IN THE PREMIER LEAGUE In 2016 Liverpool agreed to an 18-month regional partnership with Chinese automotive fi rm MG Auto. The deal is set to expire at the end of the 2017 season. In 2014 Nissan also entered in the Premier League by signing a fi ve-year deal with Manchester City reportedly worth over $25 million. CLUB AND BRAND INDEX Citroën MG Nissan Chevrolet BMW Mercedes-Benz Arsenal Liverpool Manchester City Manchester United AFC Bournemouth Middlesbrough FC

10 SERIE A - OVERVIEW Serie A clubs have a high number of car sponsorship agreements. Out of the 20 clubs in the competition, 14 of them have a commercial relationship with a car brand. LONG-TERM SPONSORSHIP The kit sponsorship between Juventus and Jeep is no coincidence. Ever since returning to Serie A in 2007/08 the club has regained its status as one of the country s most dominant clubs. The Jeep brand is part of the Fiat-Chrysler company which is owned by the Agnelli family who also own Juventus. In 2014 Jeep inked a six-year extension to its front-of-shirt sponsorship which will now run until the end of the 2020/21 season. It is estimated to be worth $136 million. STADIUM NAMING RIGHTS Udinese partnered with Romanian car brand Dacia (owned by the Renault Group) in The brand became the offi cial shirt sponsor. In 2016 the club sold the naming rights of the Stadio Friuli to Dacia and is now known as the Dacia Friuli Arena. The deal is expected to run until CLUB & BRAND INDEX Renault Infiniti Volvo Audi Suzuki Ssang Yong Volkswagen Dacia Volvo Kia Mercedes, Alfa Romeo Lazio, Fiorentina, Pescara Inter Milan Atalanta, Pescara AC Milan Torino Sampdoria Chievo Udinese Sassuolo Bologna Pescara *As is the case in other leagues, some clubs such as Pescara have agreements with various local licenced car dealers.

11 BASIS OF PREPARATION For each of the 98 clubs across all leagues we reviewed their sponsors/partners section on their offi cial websites. We regarded a sponsorship between club and a car manufacturer when the logo of the brand was visibly identifi ed on the website. As a result, we have also included deals with local and regional car dealers. The country of the car brand was determined by place of establishment. Thank you for reading. Want more information? Please contact our team at Edited by: Diego Valdes Director Sports Business Institute Barcelona Author: David Haimovich Marketing Assistant Sports Business Institute Barcelona Sports Business Institute Barcelona May 2017

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