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According to a recent analysis by Sports Value, the end of Caixa’s sponsorships to Brazilian clubs may result in a 20% loss in revenues.
In 2017, the sponsorships market for football clubs in Brazil totaled R$ 720 million, with Caixa investments responsible for R$ 146 million, or 20% of the total.
The bank sponsored 25 teams in 2018.
Brazilian clubs and participation sponsorships of Caixa
Revenues in R$ million
Source: Sports Value
The ultra-dependence of a single sponsor is harmful to the market, both by the financial dependence of a single company, and by the absence of a plurality of activation actions carried out by various brands.
Caixa´s exit will oblige the market to seek new alternatives in order to minimize losses.
European football has sponsorships from various sectors
European clubs over the past 20 years have deeply strengthened their brands and won billions of euros in sponsorships.
In Europe, after sporting goods companies, the sectors that invest most resources in sponsorships in football are: financial, automotive, airlines, betting and beverages
The marketing revenues of the largest European clubs amounted to 5 billion euros.
Of this total, more than 790 million euros come from the team’s shirt sponsorships, about 17% of the total.
The diversification of marketing revenues is fundamental for football teams, which can never be dependent on one or two sponsoring brands.
Participation of shirt sponsorships on total marketing revenue
Big 5 – European leagues
Premier League betting sponsorships
In Brazil at this time is being discussed in the National Congress on the regulation of gambling and obviously sport betting emerges with great prominence.
In England, the largest betting market in the football world, the teams are sponsored by the betting houses.
No less than half of the Premier League teams have a sports betting company as a shirt sponsor.
In terms of value invested, the betting houses represent 17% of the jersey sponsorships of the Premier League teams.
The giants Manchester United, Arsenal, Manchester City, Chelsea, Liverpool and Tottenham do not stamp the brands of the betting firms on their shirts.
The biggest contract is West Ham, 10 million pounds annually with the betway company.
In the Championship, the English Second Division, 70% of the teams are sponsored by betting companies.
