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English Premier League scores 36% shirt sponsorship revenue boost

The English Premier League (EPL) had the biggest rise in shirt sponsorship investment in European football this season, according to figures released in Repucom’s latest European Football Jersey Report.

The EPL saw a boom of 36 per cent in shirt sponsorship profits in the 14/15 season, partially driven by Chevrolet’s seven year partnership with Manchester United, worth at least $70m annually.

Spain’s Primera División saw a 30 per cent rise, Italy’s Serie A came next with a 21 per cent boost. France’s Ligue 1 (13 per cent) and Germany’s Bundesliga (nine per cent) followed. Holland’s Eredivisie saw a five per cent decrease.

Much of the revenue came from the Middle East, with United Arab Emirates (UAE) and Qatar-based companies investing a joint $181.5m into European football.

Spain’s Primera División took 86 per cent of its shirt sponsorship investment from foreign sources. The English Premier League came second with 75 per cent followed by the French Ligue 1 which took 68 per cent.

Glenn Lovett, president of global strategy, Repucom, said: “The rise in foreign money in European football is nothing new however investment in shirt sponsorship is increasing more rapidly than ever.

“With investment in 2014/15 growing 20 per cent over last season, the investment in shirt sponsorship has increased faster than at any time in the last 15 years.”

Lovett added: “As such, we are seeing a greater need from current brands, rights holders and broadcasters operating throughout European football to better understand the benefits and opportunities this presents.

This comes after Sky Sports and BT Sport splashed out to secure the UK TV rights to the English Premier League for £5.13bn.

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