Business of the La Liga 2023-24 - Property Profile, Sponsorship and Media Landscape

Abstract

An analysis of the current business landscape in La Liga, including a look at the current state of the soccer league's sponsors, media rights and club sponsorship portfolios

Travel & tourism, construction & real estate and telecommunications were the most popular industries for front-of-shirt sponsorships in La Liga.

11 clubs signed new deals for the 2023-24 season, with eight being renewals.

Barcelona hold the largest front-of-shirt sponsorship with Spotify, worth $76.8 million annually, followed by Real Madrid and Emirates Airlines, worth $70.01 million-a-year.

Sevilla and Granada are the only clubs entering the 2023-24 season without a front-of-shirt sponsor.

The value of the inventory of both Barcelona and Real Madrid combined amounts to 71.6 per cent of all La Liga deals this season.

The financial services sector emerges as the most prominent industry in 2023, with 74 deals.

There are 23 unique sectors involved across the 20 competing teams this season, highlighting the diverse appeal of the league around the world.

Real Madrid and Barcelona account for $312.26 millions of this figure, approximately 86.8 percent.

This works out at an average of $17.98 million per club.

Barcelona's deal with Nike stands as the largest kit supplier deal in the league, at an incredible reported value of $169.32 million a year.

Adidas are the most visible kit supplier in La Liga this season, holding four deals worth a total of $146.14 million annually.

Las Palmas' deal with Hummel is worth the least in La Liga, at only $380,000-a-year.

Key Highlights

Real Madrid remain the biggest club in the country, with approximately 30 million more combined followers than the next most popular, Barcelona. Barcelona also have huge global appeal, boasting around 283 million combined social media followers, having experienced major success both domestically and on the European stage in the last 15 years, despite the political turmoil at the club.

La Liga ranks third amongst the "big five" leagues for domestic rights values, falling approximately $119 million short of the German Bundesliga who rank second.

Five new deals have been announced to the La Liga sponsorship portfolio in the past 12 months, with the EA Sports title sponsorship deal being the new largest deal among La Liga's roster, worth a reported $30.74 million annually, agreeing terms until the end of the 2027-28 season.

Barcelona's deal with Nike remains the biggest kit deal in the Spanish soccer market. The ten-year deal holds a reported value of €155 million ($169.32m) annually, which makes it the biggest such deal in soccer currently.

Barcelona's deal with Spotify stands as the most lucrative in the market ahead of the 2023-24 season, at an estimated $76.8 million a year. However, this deal also includes Spotify being Barcelona's training kit partner and the title sponsor of their home ground, the Nou Camp, therefore the value of this deal could be slightly inflated.

Barcelona's deal with Ambilight TV is new to the 2023-24 season and stands as the largest sleeve sponsorship deal in La Liga at $10.81 million annually. The Catalan giants have been without a sleeve sponsor for the last two seasons since their deal with Beko expired at the end of the 2020-21 season, which was worth a reported $23.28 million annually.

Who Should Buy

Analysts who are attempting to understand the current sponsorship and media dynamics in La Liga, and who leads the way commercially amongst La Liga teams.

Viewership industry professionals who want a detailed analysis on the current state of La Liga, and what the next few years may have in store for Spanish soccer.

Sports industry workers who want to further understand how La Liga is progressing and how much it compares to the other "big five" leagues.

Scope

• This report provides an overview of the current situation regarding kit supplier, shirt sponsor and sleeve sponsor deals for all 20 La Liga teams.
• It also identifies the current state of La Liga's media landscape. This report looks at the series' social media following, in comparison to other soccer leagues in Europe.
• The report provides a detailed analysis of all 20 teams in La Liga, and their current sponsorship outlook as well as expiring deals, and newer upcoming ones that have been agreed.
• A detailed look at the soccer league's sponsorship portfolio and generated revenue, as well as the challenges involved in growing the league's commercial profile.

Reasons to Buy

• For those wanting an in depth analysis of how La Liga is currently performing.
• General metrics for La Liga such as attendance numbers and social media followings are included.
• The report will also be of interest to those who are interested in the kinds of brands that have sponsorship deals in place with the La Liga, and its clubs. Identified are the most prevalent sectors and brands, as well as the biggest revenue generators of these aforementioned sectors.