19 June 2023 - 2:28 PM
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IMAGO | TeamViewer, the current front-of-shirt sponsor of Manchester United, has made it clear it is willing to drop the last year of the contract.
Front-of-shirt deals: It’s a buyer’s market
- Two of the Premier League’s biggest front-of-shirt sponsorship deals could be terminated this summer. And while football still offers something unique, which brands will pay a premium for, the reality is that the sport is not a crisis-resistant industry.
- Gambling and crypto-companies seem to have outplayed their significant role in the industry. These structural changes are going to negatively impact clubs’ finances.
- Why it matters: How do clubs protect their commercial revenues in a changing structural environment where some sectors seem to back out for good?
- The perspective: Even the serial winners can’t grow the value of their front-of-shirt deals when they face sporting decline and instability on the ownership front. On top of that, the current crises are putting pressure on clubs’ hopes of striking deals.
Commercial departments of football clubs all over Europe are facing a tough summer. And heatwaves seem to be the least of their problems.
Just last week, according to SportsBusiness, Chelsea saw a bumper front-of-shirt sponsorship deal fall through with a crypto-currency firm, which will see the Todd Boehly-owned club try to sign a deal with gambling firm Stake.com instead. The collapsed deal, replacing the current $43 million
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