A new study has revealed that the English Premier League (EPL), boosted by recent landmark deals secured by Liverpool and Manchester United, has achieved a world record level of shirt sponsorship, comprehensively overtaking all existing professional soccer competitions.
The 2010/11 Premier League season's revenue from shirt sponsorship totals US$155 million, of which Liverpool contributes the most. This season’s sponsorship is thought to be up US$43 million from the previous year, surpassing the previous record set by Germany's Bundesliga in 2009.
The news comes partly as a result of two of the Premier League’s top clubs, Liverpool and Manchester United, signing new multi-million dollar deals. Liverpool with the British financial services company Standard Chartered and Manchester United the insurance giant Aon.
"It shows how successful the English top flight is when firms will pay such huge sums for their brands to be seen in stadiums and, crucially, on television around the world," said Alex Miller, the man responsible for conducting the study.
Liverpool's record US$31 million per year deal with the London-headquartered company is worth more than double the club's previous agreement with the Danish brewer Carlsberg.
Meanwhile Manchester United's new sponsorship with Aon, who replace previous shirt sponsor AIG, is on similar terms to their Merseyside rival, just tipping the US$30 million mark.
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