Sponsorship deals in the world of football have changed a lot. It’s no longer just about having a company’s name on a shirt. These deals now bring in huge amounts of money and help clubs grow.
Big brands like Nike and Adidas don’t just want their logos on kits. They want to be part of the club’s story. These partnerships help clubs earn more money, reach a wider audience, and build a stronger identity.
Some of the biggest sponsorship deals in football have made clubs more powerful off the pitch.
The Most Expensive Sponsorship Deals In Football
In this article, we’ll look at the top ten most expensive shirt sponsorship deals. You’ll see how much they’re worth and why they matter.
10. Liverpool and Nike – £150.45 million
In 2020, Liverpool signed a new deal with Nike after ending their contract with New Balance. The deal was worth around £150 million.
Nike gave Liverpool more reach around the world, especially in the United States and Asia. That helped the club grow its name in new markets and connect with even more fans.
9. Juventus and Adidas – £376.8 million
Juventus renewed its deal with Adidas in 2018. The agreement runs until 2027 and is worth about £376 million.
The timing was significant, as Ronaldo had just joined the club, which made a huge difference in shirt sales. The deal showed how strong Juventus is as a brand, both in Italy and globally.
8. Arsenal and Adidas – £450.78 million
Arsenal signed a new deal with Adidas in 2019, bringing the brand back after a nearly 20-year absence. The deal is worth over £450 million and lasts five years. It’s one of the biggest in football, showing that Arsenal still has strong global support, even during tough seasons.
7. Barcelona and Nike – £540 million
Barcelona and Nike have been working together since 1998. In 2016, they extended the deal until 2028. It’s worth around £540 million. Even though the club has had money problems in recent years, their huge fanbase around the world makes this deal one of the biggest in football.
6. Manchester City and Puma – £651.4 million
In 2019, Manchester City signed a ten-year deal with Puma, worth about £651 million. It replaced their old deal with Nike. By then, City were winning everything under Pep Guardiola, and Puma saw a chance to grow with them. The deal showed how big the club had become, both in England and worldwide.
5. Bayern Munich and Adidas – £769.2 million
Bayern Munich and Adidas have been partners for a long time. In their most recent deal, they agreed to keep working together until 2030. The deal is worth around £769 million. But it’s more than just money. Adidas owns part of the club, so their connection runs deep. It’s a smart deal for both sides and helps keep Bayern strong in Europe, both on and off the pitch.
4. Casino Sponsorships in Football
Football isn’t just about what happens on the pitch anymore. Off the pitch, the business side has grown fast, and that includes deals with online casinos. Lots of clubs now work with casino brands to boost their presence online. These partnerships help clubs reach fans in new ways and tap into the global betting market, which brings in even more money.
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3. Paris Saint-Germain and Nike – £888.94 million
In 2019, PSG renewed its deal with Nike. It’s worth nearly £889 million, making it one of the biggest in football. Football stars like Mbappé and Neymar have made PSG’s brand grow fast. The deal also brought in Jordan Brand kits, which were a first in football and made the club stand out even more.
2. Chelsea and Nike – £902.7 million
Chelsea signed a long-term deal with Nike back in 2016. It runs for 15 years and is worth just over £902 million.
Even though the team’s results have been up and down, the club still has a big global following. This deal shows that brands like Nike still see a lot of value in being linked with Chelsea for the long run.
1. Manchester United and Adidas – £906 million
At the very top of the list is Manchester United. They first signed with Adidas in 2015, and the deal was extended in 2023. Altogether, it’s worth around £906 million.
No matter how the team is doing on the pitch, United’s fan base is huge. That global support is what keeps bringing in massive deals like this one. It’s the biggest sponsorship agreement in football so far.
Some Extra Facts You Might Find Interesting
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During the 2023 to 2024 season, Premier League clubs made anywhere between £109.7 million and £175.9 million each. How much they earned depended on where they finished, how often they were shown on TV, and their share of broadcast and commercial income.
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Real Madrid topped the money charts once again. According to Deloitte’s Football Money League report, they generated over €1 billion in revenue for the 2023-2024 season. That’s about €214 million more than the year before.
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Clubs that play in the UEFA Champions League can earn more than £100 million in one season. That kind of money makes them more attractive to sponsors and helps grow their global profile.
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In Germany, Bundesliga clubs earned over €274 million from shirt sponsorships in the 2024 to 2025 season alone.
Conclusion
These shirt sponsorship deals aren’t just about money. They tell us a lot about how clubs are seen around the world, how strong their brand is, and how much reach they really have. For the top clubs, a sponsor isn’t just paying for space on a shirt.
They’re investing in a whole identity. And for the clubs, these deals help fund everything from star signings to youth development. As football keeps growing off the pitch, we’ll probably see even bigger deals in the future. But for now, these are the ten that made the biggest deals.
