“Big five” european leagues generate $1.1 billion from new sponsorship deals

And only three months of the season 2025/26 have passed

Clubs across Europe’s five leading football leagues — the Premier League, LaLiga, Serie A, Bundesliga, and Ligue 1 — have already signed new and renewed sponsorship deals worth over $1.1 billion in the first three months of the 2025/26 season, according to Ampere Analysis.

The sectors seeing the most growth in sponsorship share this season include financial services, beverages, the automotive industry, and sports apparel.

More than half of these agreements, around 53%, were signed with companies that had not previously been involved in European football, signaling significant market expansion. Among the first-time sponsors driving this surge are Vodafone, Visit Maldives, Louis Vuitton, Stanley 1913, Robinhood, and BYD. Their entry into European football reflects a growing interest from international brands and diverse industries, further broadening the commercial landscape of the sport.

Adidas has emerged as the highest-spending sponsor across the five leagues, increasing its kit supplier investments by over $100 million for the 2025/26 season. The German sportswear giant also renewed its technical partnership with Juventus in June 2025, securing a ten-year deal worth €408 million ($468 million). The agreement guarantees Juventus an annual fixed fee of approximately €40.8 million, cementing the club’s position at the top of Serie A in terms of kit sponsorship revenue.

Other major sponsorship contracts in Serie A include

1. Juventus’ partnership with Jeep, valued at €69 million per year and extended through 2028
2. AC Milan’s deal with Emirates worth €45 million per year
3. Inter Milan’s continued partnership with Pirelli at approximately €41 million annually