In order to be attractive, football clubs needs to have results.
However, the country where clubs play is truly important because playing in England is more valuable than playing in Russia because English clubs games are broadcasted everywhere in the world with TV Rights reaching huge amounts whereas Russian games are only broadcasted in Russia and neighbours countries.
Thus, many companies are interested by co-branding or pushing its name on the jersey of a club, but prices changes according too the notoriety of the club and the league in which the club plays.
Here are the last year incomes from sponsoring in Premier League (England)
Just Notice that Manchester United made a new €60 millions contract with General Motors for this year.
In France, earning from principal jersey sponsor only reach €52,3 millions/ year
PSG itself gather €25 millions/year, nearly half of the market.
Thus, by comparing French clubs and English ones, we can observe that sponsors are more interested by the English market thanks to the Premier League visibility in the world.
However, results of the club are determinant to get huge contracts.
Indeed, the top 7 contracts in sponsoring in Premier League belong to the top 7 clubs of these last 5 years.
In France, thanks to its results, Paris-Saint-Germain manages to reach a good amount thanks to its sponsorship. The fact that competition in France is easier than in England or Spain permits PSG to get this amount. Before the Qataris’ arrival in Paris, this contract with Fly Emirates only reaches €3,5 millions a year.
This is why results in football are the determinant factor to obtain juicy marketing contracts.
Nevertheless, football is not only jersey sponsorship.
Thus, Paris Saint Germain made a co-branding with Nivea in order to make advertisement with PSG players to promote Nivea products.
Real Madrid is doing the same with Microsoft, by using their technologies in the stadium to show the power and the efficiency of Microsoft products.
At last, clubs earn other benefits from their players.
Indeed as soon as a players engages for a club, an image using clause is on their contract. Thanks to it, clubs earns benefits from advertising realised by their own players.
Indeed, Real Madrid uses Cristiano Ronaldo image to earn money thanks to its €22 million advertising contract earning.
To sum up, to marketing power of a brand depends on its results but also on its players and the notoriety of its championship.
NB
http://www.ecofoot.fr/revenu-sponsoring-maillot-premier-league/
http://www.ledauphine.com/sport/2014/03/18/revenus-annuels-messi-devant-ronaldo-et-neymar
PSG - Real Madrid 