In football, jersey sponsorship remains perhaps the most prominent form of advertising for sponsoring corporates. But for national football teams, where jerseys must be free of any form of advertising bar the kit supplier’s logo, the next best piece of commercial inventory is the team’s training wear.
Sponsorship of a nation’s training wear is most usually dominated by domestic brands which simultaneously serve to help unify a sense of patriotism whilst increasing brand positioning and loyalty for the sponsor, as has been revealed in the latest edition of the Repucom European Jersey Report 2013/14.
The Brazilian Football Confederation (CBF) with an annual revenue totalling almost EUR40 million stands as the commercial Colossus of train wear sponsorship. The four big domestic training wear sponsors include Guarana, Antarctica, Itaú, Vivo and Sadia.
Maximising the potential of multiple deals is something a number of federations utilise, including the French FFF (PMU, Crédit Agricole and GDF Suez) and the Italian FIGC (TIM, Compass and Fiat). Other associations such as the German DFB (Mercedes-Benz, which represents the single biggest training wear deal at EUR13m per year), the English FA (Vauxhall) and the Spanish RFEF (Iberdrola) focus instead on exclusivity.
The one exception to the rule is the Argentine AFA who’s training wear sponsorship includes deals with Claro and Coca-Cola, neither of which are domestic brands. Revenues from the combined AFA training wear deals total EUR3.5 million per annum. In Argentina, sponsorship rights may not be as expensive in comparison to other nations, but the difference in price as opposed to that of their Brazilian rivals could well be a painful pill for Argentinian fans to swallow.