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Posted

Buyer's market for shirt sponsorship

By Roger Blitz, Leisure Industries Correspondent

Financial Times

Published: May 18 2009 03:00 | Last updated: May 18 2009 03:00

Premier League clubs face a huge task getting value out of new shirt sponsorship contracts after details of two deals announced last week emerged showing the extent to which the once lucrative rights bidding process has turned into a buyer's market.

188Bet, an Asia-focused online gambling company unknown in the UK, pulled off a double sponsorship deal, becoming the shirt sponsor for Bolton Wanderers and Wigan Athletic for the next two seasons.

People with knowledge of the deals have told the Financial Times that 188Bet is paying Bolton about £750,000 a year, while Wigan is getting about £650,000 a year. Both clubs may earn bonuses based on team performances.

A year ago, both clubs could have expected deals in the region of £1m a year, according to sports industry experts.

But there is a glut of clubs looking for shirt sponsorship renewals or new deals, while the pool of potential sponsors, who have traditionally come from the now stricken banking, financial services and automotive industries, has shrunk.

"We did find it a buyer's market," said Andy Scott, chief executive of 118Bet, which is registered in the Isle of Man.

"We drove the price that was productive for everybody."

This season's top three Premier League clubs are all chasing new deals. Manchester United, which retained its Premier League title for the third year running on Saturday, is seeking a replacement for AIG, the bailed-out US insurer, and looking for someone to at least match the £19m-a-year deal that ends at the end of next season.

Chelsea is in talks with Samsung, the electronics company that has a renewal option on its £11m-a-year deal, while Carlsberg has been unhappy about the stormy relationship between Liverpool's US owners Tom Hicks and George Gillett and is due to begin discussions over renewing its £7m a year in the next few weeks.

Phil Carling, of sports marketing group Octagon, said: "The interesting thing will be to see if this decline in value transfers to the bellwether elite shirts like Manchester United, Liverpool and Chelsea who are all in the market right now. The intelligence suggests that proportionately these properties are off their target prices set last year."

Manchester United, one of the biggest global sports brands, sent shirts to scores of potential sponsors with their companies' logo on the front to encourage them to bid.

But other Premier League clubs said that if Manchester United believed they could buck the sponsorship trend and negotiate an uplift on its shirt value, they were being unrealistic.

"There is a view that were you to equal or get a small increase on your current deal, that would be regarded as a very good result in this climate," said an insider at one Premier League club.

Manchester United intends to conclude a new deal by the end of the year.

"It is an ongoing process, we said at the start it would be a long one," the club said.

Bolton, Wigan and Chelsea declined to comment

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Posted

I see City are on the verge of signing up with Etihad...

Manchester City shirt deals expected this week

Manchester City is expected to announce a shirt sponsorship deal this week with Etihad Airways, the United Arab Emirates airline.

The deal, which replaces current sponsor Thomas Cook, is said to be worth £30m over four years.

It is expected to be accompanied by a new £15m kit deal in which Nike-owned Umbro will take over from Le Coq Sportif.

Eithad is headed by His Highness Ahmad Bin Saif Al Nahyan, a member of Abu Dhabi’s ruling family and a relative of Manchester City owner Sheikh Mansour bin Zayed Al Nahyan, who heads the Abu Dhabi United Group.

For the record, Etihad means "United" in English :)

Posted

Next season we will have: 4-4-2 AND E.A. Sports, with Adidas also rumoured to be a sponsor although they will certainly be making our kit.

Not bad for a league one team.

Posted
Manchester City is expected to announce a shirt sponsorship deal this week with Etihad Airways, the United Arab Emirates airline.

No surprise really, with the current ownership. But lucrative nontheless. :D

For the record, Etihad means "United" in English :)

:D

I don't mind being associated with Newcastle, Leeds, Sheffield and West Ham james. Man U RAGS don't have a monopoly on the word you know :D

Posted
Manchester City is expected to announce a shirt sponsorship deal this week with Etihad Airways, the United Arab Emirates airline.

No surprise really, with the current ownership. But lucrative nontheless. :D

For the record, Etihad means "United" in English :)

:D

I don't mind being associated with Newcastle, Leeds, Sheffield and West Ham james. Man U RAGS don't have a monopoly on the word you know :D

true, from now on you will be referred to as Manchester City United.

Posted
Manchester City is expected to announce a shirt sponsorship deal this week with Etihad Airways, the United Arab Emirates airline.

No surprise really, with the current ownership. But lucrative nontheless. :D

For the record, Etihad means "United" in English :)

:D

I don't mind being associated with Newcastle, Leeds, Sheffield and West Ham james. Man U RAGS don't have a monopoly on the word you know :D

true, from now on you will be referred to as Manchester City United.

I doubt that very much. Were you known as Manchester United AIG, and City as Manchester City Thomas Cook :D

Posted
Manchester City is expected to announce a shirt sponsorship deal this week with Etihad Airways, the United Arab Emirates airline.

No surprise really, with the current ownership. But lucrative nontheless. :D

For the record, Etihad means "United" in English :)

:D

I don't mind being associated with Newcastle, Leeds, Sheffield and West Ham james. Man U RAGS don't have a monopoly on the word you know :D

Yes we do.

I say to anyone who asks, "I'm a United fan" and, they all know what I mean................. :D

redrus

Posted
i would prefer that we did if possible. our current one limits shirt sales in a lot of places around the world.

This would be perfect then for Liverpool, especially Benitez. :)

Benitez.bmp

Posted
i would prefer that we did if possible. our current one limits shirt sales in a lot of places around the world.

If your away kit as illustrated on that link is accurate, you should sell alot. Very nice IMO.

Posted
i would prefer that we did if possible. our current one limits shirt sales in a lot of places around the world.

If your away kit as illustrated on that link is accurate, you should sell alot. Very nice IMO.

yeah, that black one is genuine and will probably sell a lot. can't say i'm a fan though. our away kit should be white shirt, black shorts and red socks, end of.

Posted
i would prefer that we did if possible. our current one limits shirt sales in a lot of places around the world.

If your away kit as illustrated on that link is accurate, you should sell alot. Very nice IMO.

yeah, that black one is genuine and will probably sell a lot. can't say i'm a fan though. our away kit should be white shirt, black shorts and red socks, end of.

you mean Red Shirt, black shorts and red socks - coming over to the good side I see.

Posted
you mean Red Shirt, black shorts and red socks - coming over to the good side I see.

no soft lad, i meant what i posted.

o_KyEcawDGG9PV8ZI.jpg

Posted
you mean Red Shirt, black shorts and red socks - coming over to the good side I see.

no soft lad, i meant what i posted.

o_KyEcawDGG9PV8ZI.jpg

that's almost as ugly as the retro one that seems to be the one kicked around in our circles. I had a shirt like that in highschool - for the badminton team I think. :)

Posted
i would prefer that we did if possible. our current one limits shirt sales in a lot of places around the world.

If your away kit as illustrated on that link is accurate, you should sell alot. Very nice IMO.

yeah, that black one is genuine and will probably sell a lot. can't say i'm a fan though. our away kit should be white shirt, black shorts and red socks, end of.

you mean Red Shirt, black shorts and red socks - coming over to the good side I see.

Which team wears these colours?

Posted

you mean Red Shirt, black shorts and red socks - coming over to the good side I see.

Which team wears these colours?

it's a good point. maybe james is a closet bayer leverkusen fan and just gets confused bless 'im.

Posted

you mean Red Shirt, black shorts and red socks - coming over to the good side I see.

Which team wears these colours?

it's a good point. maybe james is a closet bayer leverkusen fan and just gets confused bless 'im.

not recently toady, but if you go back a few years, seems to me we had red and black combo - shall I google it?

Posted

you mean Red Shirt, black shorts and red socks - coming over to the good side I see.

Which team wears these colours?

it's a good point. maybe james is a closet bayer leverkusen fan and just gets confused bless 'im.

not recently toady, but if you go back a few years, seems to me we had red and black combo - shall I google it?

pretty sure it was never united's home kit, only wore black shorts with the red shirt when there was a clash IIRC.

Posted
i would prefer that we did if possible. our current one limits shirt sales in a lot of places around the world.

If your away kit as illustrated on that link is accurate, you should sell alot. Very nice IMO.

yeah, that black one is genuine and will probably sell a lot. can't say i'm a fan though. our away kit should be white shirt, black shorts and red socks, end of.

you mean Red Shirt, black shorts and red socks - coming over to the good side I see.

:) what team is that then James

Posted
Devil, refer to post #21 of this thread. :D

I did, you wear Black socks :D

Or White, not happy with red ones though, I'm glad they did away with those when I started going.... :)

redrus

Posted

Reading are definatley changing their sponsers as they only had a one year deal with Waitrose.

They are trying to flog home and away shirts at a tenner a pop.

A one year sponsership deal is bad news for the fans.....they just have to shell out again. I did this year only coz I spent 14 years working for Waitrose and I wanted one as a keepsake.

I think our new sponsers should be The MUPPETS, and we should have the theme tune playing when we run out on the pitch LOL

Posted

I quite like our new one, if that is the one (AIG or not), any reaction from reds.....?

redrus

Posted
I quite like our new one, if that is the one (AIG or not), any reaction from reds.....?

redrus

..my reaction Red !...

They shouldn't have changed from this strip......

......

manchester_united_1902-1908-ao.gif 1902-1908 a o

and bring back real leather balls...

.

.

.

....... :)

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