LA LIGA SHIRT AND KIT SPONSORSHIP

REPORT 2018-2019

REPORT & ANALYSIS

LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

INTRODUCTION

Under the leadership of President Javier Tebas, LaLiga has worked hard on its internationalization strategy to
raise awareness at a global level.

Millions of fans watch LaLiga matches on a weekly basis making the competition and its clubs valuable as-
sets.

Sponsors have realized how profitable it can be to associate their brands to the Spanish clubs. Shirt spon-
sorships deals represent a constantly growing business opportunity nowadays for both the sponsors and the
clubs.

The Sports Business Institute Barcelona has undertaken research into the twenty Spanish LaLiga clubs and
their respective shirt and kit sponsorships to provide you with a general overview of the following:

- Kit suppliers of LaLiga’s teams 2018-19 season

- Shirt Sponsors of LaLiga’s teams 2018-19 season
- Sleeve sponsors of LaLiga’s teams 2018-19 season

The report also analyzes the most relevant industries investing in football shirt sponsorship deals.

We hope you enjoy reading it!

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LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

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LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

OVERVIEW OF THE KIT

SUPPLIERS OF LALIGA
2018-2019

• The 20 LaLiga teams are

sponsored by ten different
sportwear brands

• Adidas, New Balance, Um-

bro, Nike, Kelme, Hummel,
Joma, Macron, Kappa and
Puma comprise the official
kit suppliers of the 20 LaLiga
teams

• Kelme is the dominant brand

with four teams followed by
Adidas, Joma and Nike, with
three teams each one

Kelme is the most representative sportwear brand in LaLiga. Kelme have partnered with 20% of the total
LaLiga’s teams followed by Nike, Adidas and Joma representing together 45% in total of LaLiga’s teams

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LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

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LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

• Some clubs in Laliga have adopted this

new way of sponsorship to increase their
revenue

• There are nine teams that have reached a

sleeve sponsorship deal for the 2018-19
season

• Different sponsors from a wide range of

sectors decided to link their respective brands
to some Laliga clubs.

For example, Beko, the household

appliances company has kept its agreement as
the Barcelona sleeve sponsor for the
upcoming season 2018-19.

Insurance and cosmetic companies

are the most relevant industries with sleeve sponsorships
deals in 2018-19 season with Reale Seguros sponsoring both
Betis and Real Sociedad and Sesderma and LEA sponsoring
Valencia and Alavés respectively

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LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

• A wide range of sponsors will be present in the front shirt of LaLiga teams in the 2018-19 season

• Two teams have no shirt sponsor for 2018-19 season: Real Sociedad and Rayo Vallecano

• Shirt sponsors come from different sectors with beverage (10%) and gambling (20%) industries as
the dominants shirt sponsors in LaLiga

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LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

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LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

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LA LIGA SHIRT AND KIT SPONSORSHIP REPORT

Author: Edited by: Sources:

Carlos Gazapo Diego Valdes 1. www.laliga.es
Marketing Assistant Director 2. La Liga teams official web-
Sports Business Institute Sports Business Institute sites
Barcelona Barcelona

September 2018

ABOUT THE SPORTS BUSINESS INSTITUTE BARCELONA

The Sports Business Institute (SBI) is a private learning institution based in Barcelona with a regional office in North
America that provides top-quality practical executive business training to those aspiring to work or advance their career
in sports, with a particular focus on the football industry.

Learn more about our industry-specific online programs for the football industry at info@sbibarcelona.com.

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Learn the knowledge and develop the skills Share skills, knowledge and network by
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