European Football Report 2022–23

August 10, 2023

With more than 3.5 billion fans worldwide, football is the world’s most popular sport—and Europe’s “Big Five” professional leagues comprise its dynamic epicenter, showcasing the game’s dazzling appeal and momentum better than anywhere else on earth. As revenue grows, so do partnership price tags—like adidas’s deal with Manchester United announced late last month, which will see the German powerhouse extend its jersey collaboration with the team to the tune of  $115 million a year through 2035—a Premier League record.

  • Active brands increased 10% across the five professional leagues worldwide
  • Neymar clinched the crown as the most endorsed player with 31 deals
  • Manchester City dominated tech-centric sponsorships across the leagues with 19


This report offers an in-depth analysis of brand sponsorships, endorsements, and social data across the top five European football leagues–namely, Premier League, Bundesliga, LALIGA, Serie A, and Ligue 1–and their players under contract. Compiled using SponsorUnited's proprietary platform, the data encompasses more than 3,500 brands, 200 players, and nearly 44,000 branded social posts.

The report was jointly authored by SponsorUnited's Marketing Research & Insights and Marketing Departments, using data from July 10, 2022, through July 15, 2023. Any deals announced or signed after this closing date are not included. As an exception, the "Stealing the Spotlight" page considers 2023 player's transfer data until August 1st, 2023.

"The Fab Five," five rising stars, were determined by the following criteria: age 22 or younger, less than three sponsorship deals, more than 100% follower growth on social media year-over-year, played less than 20 matches on the European stage, and listed on UEFA’s Players to Watch for 2023.

About SponsorUnited:

Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform. SponsorUnited enables brands, rights holders, and agencies to partner more effectively. By connecting the entire sponsorship ecosystem through the most comprehensive data available anywhere, SponsorUnited is fueling smarter partnerships.

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