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Monday 13 May 2013

Value drives Premier League to No 1 in kit deals

A study by REPUCOM finds Premier League clubs lead way in kit sponsorship in Europe

Spurs' deal with Under Armour has boosted the level of kit income in the Premier League

Barclays Premier League clubs are leading the way in Europe in terms of kit sponsorships, helped by replica shirt prices being the lowest of the continent’s major football leagues, a study has found.

The REPUCOM Kit Supplier Report 2012/13, produced in cooperation with PR Marketing, found that, on average, the 20 clubs of the Barclays Premier League each earned £6m a year through kit sponsorships, a 32% rise on the previous year. The total kit sponsorship revenue for Europe’s top five leagues is worth £315m, meaning the Premier League takes up two-fifths of the total kit revenue.

"The league’s global reach makes it a very attractive prospect for the world’s top sports merchandise manufacturers"
Andrew Walsh

The study by REPUCOM, a sports marketing research provider, said the increase in revenues was driven by the volume of sales of replica kit in England, with 5m shirts sold worldwide in 2012/13, a 25% rise on the previous year and more than double the volume of shirts sold by Bundesliga clubs.

Helping this rise in sales was that, compared with clubs in the other leagues, the average price of replica kit for Barclays Premier League clubs was the lowest of Europe’s top five leagues. The average price of £47.60 was found by the study to be almost 25% cheaper than the price of the average replica kit for a Serie A club (£61).

"The league’s global reach makes it a very attractive prospect for the world’s top sports merchandise manufacturers,” Andrew Walsh, President – Global Enterprise at REPUCOM, said, adding that the entry into the market of American companies such as Under Armour (Tottenham Hotspur) and Warrior (Liverpool) had also boosted total revenue. “In turn, kit contracts are becoming an ever-more relevant source of revenue for the clubs, not only at the top level, but right down the division.”

For more on the report go to

For a behind-the-scenes video about the sale of shirt numbers and letters, click here

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Key Points

  • A study finds Premier League leads way in income from kit sponsorships
  • Clubs on average earn £6m a year from kit sponsorships
  • Value of replica kits leading to high sales which boost value of deals
Tags: Commercial