As the English soccer season kicks off once again, one club’s working to create new advertising real estate on its player jerseys.
Manchester United started this season with its first ever back-of-shirt sponsor, U.S. tech brand Snapdragon, which will also take over the club’s front-of-shirt spot from SaaS firm TeamViewer. The brand, which is owned by tech firm Qualcomm, will occupy a new, central sponsorship spot located just below the player’s number on the back of their jersey.
Sponsor logos have been an established feature of European soccer kits for 50 years, with shirt sleeve sponsors showing up more recently. Ampere Analysis data showed that front and sleeve shirt sponsorships generated $631.2 million for the 20 teams in the 2023-24 English top flight, an average of $16.1 million each.
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The original post is at Marketing Archives – Digiday
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