This got me thinking, so thought would list prem and championship clubs and the sponsors I most associate with them - have not put down ones where I would have to look up the sponsors as they are obviously not classic to me- WBA for example which surprised me
Arsenal - JVC
Aston Villa - MITA
Brighton & Hove Albion - SKINT RECORDS
Chelsea - COMMODORE / AMIGA
Crystal Palace - TDK
Everton - HAFNIA
Fulham - PIZZA HUT
Leeds United - BURTON/ TOP MAN
Liverpool - HITACHI
Manchester City - BROTHER
Manchester United - SHARP
Newcastle United - Newcastle Brown Ale
Nottingham Forest - Labatts
Sunderland - Vaux
Tottenham Hotspur - Holsten
West Ham United - Avco
Wolverhampton Wanderers - Goodyear
Birmingham City - Auto Windscreen
Blackburn Rovers - McEwan Lager
Charlton Athletic - Woolwich
Coventry City - Peugeot
Ipswich Town - Fisons
Leicester City - Walkers
Middlesbrough - Cellnet
Millwall - Captain Morgan
Norwich City - Norwich and Peterborough building society
On the “Other teams new kits” thread, it’s mentioned that Holsten is a “classic” sponsor due to its appearances on Spurs shirts. Got me thinking about others. For me, off the top of my head, the ones that spring to mind are:
Charlton - Woolwich (obviously) Man U - Sharp Arsenal - JVC Liverpool - Crown Paints Leeds - Top Man Spurs - Holsten Wimbledon - Truman (I think) Pa**ce - Virgin (appropriate) West Ham - Avco Everton - NEC Man City - Brother Coventry - Talbot
That’s all I’ve got for now. Any others that stick out? I may have got some wrong maybe?
a few of them no longer around- I question how successful shirt sponsorship really is.
There's no indication that any of those sponsors went bust because of the money they invested in shirt sponsorship. Others will have far greater insight into this than I do, but it's worth noting that:
Sportfive data indicate sponsorship campaigns outperform traditional advertising by 58% in brand awareness among sports fans, and 49% even among the general population. Familiarity with a sponsoring brand leads to +40% "likeability", +53% consideration, +41% in actual usage, and a 7% boost in recommendation likelihood. Shirt sponsorship works.
The fact that posters on here can very easily recall shirt sponsors from twenty or thirty years ago prove that enduring brand awareness is created. In fact, GWI/WARC research shows that 65% of fans notice shirt sponsors, which is the highest recognition across sponsorship types. And Brand Finance has reported average revenue increases of 10–15% driven by sponsorships via brand loyalty and trust. Simply put: shooser the right club, for the right reason; invest in shirt sponsorship; and engage with fans and you are likely to increase brand awareness and earn more revenue from every customer.
Big companies, with huge marketing budgets want to wield their clout and measure their success by ROI. Visa, for example, earned $480 worth of media coverage for every $100 they spent on partnering with the World Cup. Smaller companies just want you to know they exist.
If there's a democratic match between sponsor and audience (eg a betting company, rather than a jewellery brand, sponsoring a football club); and if the sponsor spends as much (or almost as much) in activation (promotions, experiences, etc) as in paying rights; and if the sponsor focuses on engagement metrics (social impressions, brand lift surveys, digital activations, sign-ups, etc); and there's a brand fit and authenticity (e.g. collaborations that reflect and compliment brand values and engage communities perform better), then there's a far higher chance of "success", however that's measured.
Of course there are examples of sponsorships that went so badly wrong as to have a long-term deleterious effect on the sponsor. Beko seemed to have found the perfect club for their sponsorship when they chose Millwall. Why was it a perfect match? Beko suffered reputational damage to their brand, had to issue product safety warnings and recalled their products. No-one, it seemed, liked them.
My brother-in-law, a Spurs season ticket holder, still refuses to buy JVC products, more than twenty years after they stopped sponsoring Arsenal.
Wasn't that why one lager brand sponsored both Rangers and Celtic one year!
On the “Other teams new kits” thread, it’s mentioned that Holsten is a “classic” sponsor due to its appearances on Spurs shirts. Got me thinking about others. For me, off the top of my head, the ones that spring to mind are:
Charlton - Woolwich (obviously) Man U - Sharp Arsenal - JVC Liverpool - Crown Paints Leeds - Top Man Spurs - Holsten Wimbledon - Truman (I think) Pa**ce - Virgin (appropriate) West Ham - Avco Everton - NEC Man City - Brother Coventry - Talbot
That’s all I’ve got for now. Any others that stick out? I may have got some wrong maybe?
a few of them no longer around- I question how successful shirt sponsorship really is.
There's no indication that any of those sponsors went bust because of the money they invested in shirt sponsorship. Others will have far greater insight into this than I do, but it's worth noting that:
Sportfive data indicate sponsorship campaigns outperform traditional advertising by 58% in brand awareness among sports fans, and 49% even among the general population. Familiarity with a sponsoring brand leads to +40% "likeability", +53% consideration, +41% in actual usage, and a 7% boost in recommendation likelihood. Shirt sponsorship works.
The fact that posters on here can very easily recall shirt sponsors from twenty or thirty years ago prove that enduring brand awareness is created. In fact, GWI/WARC research shows that 65% of fans notice shirt sponsors, which is the highest recognition across sponsorship types. And Brand Finance has reported average revenue increases of 10–15% driven by sponsorships via brand loyalty and trust. Simply put: shooser the right club, for the right reason; invest in shirt sponsorship; and engage with fans and you are likely to increase brand awareness and earn more revenue from every customer.
Big companies, with huge marketing budgets want to wield their clout and measure their success by ROI. Visa, for example, earned $480 worth of media coverage for every $100 they spent on partnering with the World Cup. Smaller companies just want you to know they exist.
If there's a democratic match between sponsor and audience (eg a betting company, rather than a jewellery brand, sponsoring a football club); and if the sponsor spends as much (or almost as much) in activation (promotions, experiences, etc) as in paying rights; and if the sponsor focuses on engagement metrics (social impressions, brand lift surveys, digital activations, sign-ups, etc); and there's a brand fit and authenticity (e.g. collaborations that reflect and compliment brand values and engage communities perform better), then there's a far higher chance of "success", however that's measured.
Of course there are examples of sponsorships that went so badly wrong as to have a long-term deleterious effect on the sponsor. Beko seemed to have found the perfect club for their sponsorship when they chose Millwall. Why was it a perfect match? Beko suffered reputational damage to their brand, had to issue product safety warnings and recalled their products. No-one, it seemed, liked them.
My brother-in-law, a Spurs season ticket holder, still refuses to buy JVC products, more than twenty years after they stopped sponsoring Arsenal.
Wasn't that why one lager brand sponsored both Rangers and Celtic one year!
Rangers and Celtic had the same sponsor quite a few times, for the exact reason that it was felt that a company wouldn't want to alienate half the city. CR Smith, Carling, NTL, Tennent's all sponsored them both but it's been a long time now though since they had the same sponsor.
I don’t remember Leeds having Top Man,was that in the 90’s?
I remember Burton as their sponsor.
Burton & Top Man were both shirt sponsors of Leeds in the 80's & early 90's. Both companies were part of ' The Burton Group' whose biggest factory was based in Hudson Road, Leeds. Peter Ridsdale who became chairman of Leeds, previously was on the board of 'The Burton Group' & also Managing Director of Top Man.
I worked for Arcadia for years and we used to go to Leeds for meetings in the main office there. Its behind Harehills. What a shithole. You literally walk along terraced streets then wallop there's a factory in front of you. And some tower blocks. There were even rumours of people in the tower blocks taking pot shits at staff with pellet gins when they were leaving work.
I don’t remember Leeds having Top Man,was that in the 90’s?
I remember Burton as their sponsor.
Burton & Top Man were both shirt sponsors of Leeds in the 80's & early 90's. Both companies were part of ' The Burton Group' whose biggest factory was based in Hudson Road, Leeds. Peter Ridsdale who became chairman of Leeds, previously was on the board of 'The Burton Group' & also Managing Director of Top Man.
I worked for Arcadia for years and we used to go to Leeds for meetings in the main office there. Its behind Harehills. What a shithole. You literally walk along terraced streets then wallop there's a factory in front of you. And some tower blocks. There were even rumours of people in the tower blocks taking pot shits at staff with pellet gins when they were leaving work.
That's not very nice at all. Pot shits? - heathen bastards.
On the “Other teams new kits” thread, it’s mentioned that Holsten is a “classic” sponsor due to its appearances on Spurs shirts. Got me thinking about others. For me, off the top of my head, the ones that spring to mind are:
Charlton - Woolwich (obviously) Man U - Sharp Arsenal - JVC Liverpool - Crown Paints Leeds - Top Man Spurs - Holsten Wimbledon - Truman (I think) Pa**ce - Virgin (appropriate) West Ham - Avco Everton - NEC Man City - Brother Coventry - Talbot
That’s all I’ve got for now. Any others that stick out? I may have got some wrong maybe?
a few of them no longer around- I question how successful shirt sponsorship really is.
There's no indication that any of those sponsors went bust because of the money they invested in shirt sponsorship. Others will have far greater insight into this than I do, but it's worth noting that:
Sportfive data indicate sponsorship campaigns outperform traditional advertising by 58% in brand awareness among sports fans, and 49% even among the general population. Familiarity with a sponsoring brand leads to +40% "likeability", +53% consideration, +41% in actual usage, and a 7% boost in recommendation likelihood. Shirt sponsorship works.
The fact that posters on here can very easily recall shirt sponsors from twenty or thirty years ago prove that enduring brand awareness is created. In fact, GWI/WARC research shows that 65% of fans notice shirt sponsors, which is the highest recognition across sponsorship types. And Brand Finance has reported average revenue increases of 10–15% driven by sponsorships via brand loyalty and trust. Simply put: shooser the right club, for the right reason; invest in shirt sponsorship; and engage with fans and you are likely to increase brand awareness and earn more revenue from every customer.
Big companies, with huge marketing budgets want to wield their clout and measure their success by ROI. Visa, for example, earned $480 worth of media coverage for every $100 they spent on partnering with the World Cup. Smaller companies just want you to know they exist.
If there's a democratic match between sponsor and audience (eg a betting company, rather than a jewellery brand, sponsoring a football club); and if the sponsor spends as much (or almost as much) in activation (promotions, experiences, etc) as in paying rights; and if the sponsor focuses on engagement metrics (social impressions, brand lift surveys, digital activations, sign-ups, etc); and there's a brand fit and authenticity (e.g. collaborations that reflect and compliment brand values and engage communities perform better), then there's a far higher chance of "success", however that's measured.
Of course there are examples of sponsorships that went so badly wrong as to have a long-term deleterious effect on the sponsor. Beko seemed to have found the perfect club for their sponsorship when they chose Millwall. Why was it a perfect match? Beko suffered reputational damage to their brand, had to issue product safety warnings and recalled their products. No-one, it seemed, liked them.
My brother-in-law, a Spurs season ticket holder, still refuses to buy JVC products, more than twenty years after they stopped sponsoring Arsenal.
Wasn't that why one lager brand sponsored both Rangers and Celtic one year!
A lot of the old sponsors are far more memorable than modern ones, as they were well known brands. Household name drink brands or consumer electronics, or well known local but major businesses like building societies and breweries.
I don’t remember Leeds having Top Man,was that in the 90’s?
I remember Burton as their sponsor.
Burton & Top Man were both shirt sponsors of Leeds in the 80's & early 90's. Both companies were part of ' The Burton Group' whose biggest factory was based in Hudson Road, Leeds. Peter Ridsdale who became chairman of Leeds, previously was on the board of 'The Burton Group' & also Managing Director of Top Man.
I worked for Arcadia for years and we used to go to Leeds for meetings in the main office there. It’s behind Harehills. What a shithole. You literally walk along terraced streets then wallop there's a factory in front of you. And some tower blocks. There were even rumours of people in the tower blocks taking pot shits at staff with pellet gins when they were leaving work.
Can confirm Harehills is still a shithole. Oakwood and Roundhay just up the road however, very nice.
Comments
This got me thinking, so thought would list prem and championship clubs and the sponsors I most associate with them - have not put down ones where I would have to look up the sponsors as they are obviously not classic to me- WBA for example which surprised me- Arsenal - JVC
- Aston Villa - MITA
- Brighton & Hove Albion - SKINT RECORDS
- Chelsea - COMMODORE / AMIGA
- Crystal Palace - TDK
- Everton - HAFNIA
- Fulham - PIZZA HUT
- Leeds United - BURTON/ TOP MAN
- Liverpool - HITACHI
- Manchester City - BROTHER
- Manchester United - SHARP
- Newcastle United - Newcastle Brown Ale
- Nottingham Forest - Labatts
- Sunderland - Vaux
- Tottenham Hotspur - Holsten
- West Ham United - Avco
- Wolverhampton Wanderers - Goodyear
- Birmingham City - Auto Windscreen
- Blackburn Rovers - McEwan Lager
- Charlton Athletic - Woolwich
- Coventry City - Peugeot
- Ipswich Town - Fisons
- Leicester City - Walkers
- Middlesbrough - Cellnet
- Millwall - Captain Morgan
- Norwich City - Norwich and Peterborough building society
- Oxford United - WANG
- Portsmouth - Jobsite
- Queens Park Rangers - GUINNESS
- Sheffield United - LAVER
- Sheffield Wednesday - SANDERSON
- Southampton - RANK XEROX
- Stoke City - RICOH
- Watford - IVECO
Fads
Woolwich
Viglen
Mesh
Redbus
Allsports
Llanera
Carbrini
Krbs
Andrew Sykes
UoG
Betdaq
KW
UoG again
RSK
I'm sure I'm missing one. Mesh is the iconic one for me.