SPONSORSHIP TODAY

imradmin/reportimg/                           European soccer sponsorship 2014/15
ISBN: 978-1-905685-31-
Price: 
£495
To purchase this report as a pdf or print issue
To purchase this report as a pdf or print issue
Subscribe To IMR To access all IMR reports and journals for one year, price: $795
To access all IMR reports and journals for one year, price: $795

European Soccer Sponsorship 2014/15

Free Samples

Sample content represents four pages from 101 page report


EREDIVISIE SPONSORSHIP ANALYSIS

PROFESSIONAL APPROACH - BUT LACKING CRITICAL MASS

Dutch soccer has punched above its weight since Johan Cruyff and Ajax burst onto the scene in the early 1970s. At both club and national level, the country has produced quality teams and players and has been a by-word for attractive play and organisation.

But the country’s relatively small population of just below 17 million means that Dutch clubs struggle to compete in Europe and even when Ajax were crowned European Champions in the 1970s and 1990s, the top Dutch players tended to ply their trade in Spain or Italy. There are simply not enough people in the Netherlands to sustain a league competitive with the best in Europe.

Despite impressive stadia and big crowds at Ajax and Feyenoord in particular, average attendance at fourth ranked FC Twente is below 30,000 and although the 19,557 overall average per match is an impressive achievement, especially given the fact that the figure was around 7,000 in the early 1990s, four clubs average fewer than 10,000 fans per match.

TV revenues for the Eredivisie are, likewise, well below those of their major European competitors and global TV exposure is small in comparison. The same is true of club finances; leading club, Ajax had gross a turnover of €107m for the 2012/13 season, a significant achievement in such a small country, but to put this into context, it is less than Manchester United earns from its sponsorship operations.

Table 38. Dutch Eredivisie sponsorship revenue by club (€m)

Eredivisie sponsorship revenue by club 2014/15
The big three clubs, Ajax, PSV and Feyenoord account for 45% of all sponsorship revenue. PSV stands above Feyenoord in the table mainly because of the backing of Philips through its primary sponsorship and naming rights agreements. PSV is the Philips ‘factory’ team and the electronics giant has funded the club since the 1930s. Feyenoord, despite having a higher average attendance, has a slightly smaller primary deal with Opel, worth €5m per year.

Outside the big three, primary deals drop off in value to around €2m per year for most mid-ranking clubs although Heerenveen managed to realise €2.8m from its deal with insurer Univé.

Table 39. Dutch Eredivisie sponsorship revenue by type

Dutch Eredivisie sponsorship revenue by type
Naming rights are more acceptable to Dutch fans and media than in the southern European countries with four clubs taking such sponsorship. Aside from PSV, those clubs are Dordrecht, ADO Den Haag and Alkmaar, but the deals are quite small at under €1m each. Interestingly the relatively new Amsterdam Arena, home to Ajax and opened in 1996, did not seek a naming partner. At the time, naming rights were not common in Europe and to switch to a sponsored name now would be difficult, but not impossible for the club. This could net around €3m per year should the option be explored.

Chart 21. Dutch Eredivisie sponsorship revenue by type (%)

Dutch Eredivisie sponsorship revenue by type (%)

With little value in naming rights, the vast majority of sponsorship revenue comes from primary shirt deals. Secondary rights are relatively small due to clubs not having the necessary global appeal to create high-value partnerships.

EREDIVISIE SPONSORSHIP BY INDUSTRY

Table 40. Dutch Eredivisie sponsorship revenue by industry

Dutch Eredivisie sponsorship revenue by industry
The sponsorship profile in the Eredivisie can be considered mature with IT and telecommunications featuring reasonably strongly. Both offer clubs more than just cash – in-kind elements of these deals help with business management and communication.

The strength of the financial services sector, which leads in terms of both value and deal numbers, is also an indicator of sponsorship maturity given that most of the world’s highly developed sponsorship markets and sports have banking and insurance companies as leading investors. AEGON’s €12m annual deal with Ajax makes it the biggest investor overall, but there are also primary deals between Excelsior and DSW, FC Twente and XXIMO and Univé and Heerenveen. Rabobank, on the other hand, has opted for a series of lower value deals across seven clubs.

Chart 22. Dutch Eredivisie sponsorship revenue by industry by value

Dutch Eredivisie sponsorship revenue by industry by value

Of the 12 deals from the car industry, only Feyenoord’s primary shirt rights with Opel is of a significant size. With the exception of two Mercedes sponsorships (PSV and Breda) and Excelsior’s tie up with Toyota, the remainder in the sector are predominantly dealerships. 

There are a large number of alcohol deals in the country, hardly surprising given the size of its brewing industry. Locally produced brands such as Amstel, Heineken, Bavaria, Grolsch and Schrobbeler dominate, with Belgium’s Jupiler, which has title rights to the Dutch second division, being the only other sponsor.

Chart 23. Dutch Eredivisie sponsorship revenue by industry by number of deals

Dutch Eredivisie sponsorship revenue by industry by number of deals

Table 41. Dutch Eredivisie major sponsorship spend by company

Dutch Eredivisie major sponsorship spend by company

Table 42. Dutch Eredivisie source of sponsorship spend by company HQ

Dutch Eredivisie source of sponsorship spend by company HQ
Table 42 shows that Dutch companies are overwhelmingly the dominant investors in the league with 78% of total spend. Immediate neighbours Germany and Belgium are the other significant contributors. Of these, Belgian IT company AFAS and German car maker Opel (a General Motors subsidiary) represent the only foreign primary shirt sponsors.

These statistics again underline the fact that the Eredivisie is not a league with a high enough international profile to attract significant deals from major global brands despite the undoubted maturity of the sponsorship industry in the Netherlands.

Sample 2 - Table showing sponsors of Schalke and Stuttgart in German Bundeslig

bottom_left_corner
bottom_right_corner
world_pay
Official Supplier


European Sponsorship Association
Media Partner
INTERNATIONAL MARKETING REPORTS