Jerseys, shorts, sports accessories, custom backpacks, and much more. Major soccer clubs have become true multinationals. In Spain, Real Madrid and FC Barcelona lead the sponsorship and merchandising business with an iron fist. They also do so as two of the teams with the highest revenues from this concept worldwide. The question is, how much money do they pocket each year?
A global showcase of 190 million
Real Madrid is, year after year, one of the clubs that generates the most money from brand presence on its jersey. Just from its two main sponsors, Adidas and Fly Emirates, it brings in about 190 million euros ($207 million) annually. The amount is split between the 120 million euros ($131 million) contributed by the German sports brand and the 70 million euros ($76 million) from the agreement with the United Arab Emirates airline. That's not all.
The recent agreement with HP to occupy the sleeve space raises total sponsorship revenue to 260 million euros ($285 million). The white jersey, in this case, is much more than a garment: it's a global advertising platform.
Barça pushes from behind
Although behind in total figures, FC Barcelona isn't far off. Its jersey brings in about 175 million euros ($192 million) annually between Nike and Spotify, according to the most recent data. The American brand pays around 105 million euros ($115 million), while the music platform contributes another 70 million euros ($76 million) as the main sponsor.
Some internal estimates raise the total figure to about 183 million euros ($201 million), including other minor agreements related to the kit. Today, it's one of the most valuable assets at a time when the club's financial balance has been called into question on numerous occasions.
Atlético, in a different commercial league
Far from the two giants, Atlético de Madrid operates with much more modest figures. Nike, its technical sponsor, contributes around 15 million euros ($16 million) per season. Although the club has grown in recent years, both in impact and international presence, its ability to generate jersey sponsorship revenue remains limited compared to Madrid and Barça.
The difference clearly illustrates the commercial gap that separates the two giants from the rest, even among the country's most competitive teams.
A business that's no longer secondary
The sale of jerseys, custom sports caps, official apparel, and branded products represents another important source of income for clubs. In the 2017-2018 season, all LaLiga teams caused just over 125 million euros ($137 million) from merchandising, and the trend has continued upward. FC Barcelona, for example, has exceeded 65 million euros ($71 million) annually in this area in its last two audited fiscal years. Part of the success is due to the club directly managing its official stores, with the greater profit margin and control over the product that this entails.
In Atlético de Madrid's case, merchandising caused 9.21 million euros ($10 million) in jersey sales last year, according to available data. Although still far from the figures of the two giants, the red-and-white club has achieved 12.8% growth, indicating an upward trend that could consolidate if it keeps its sporting momentum.