How Manchester City transitioned to Milan: the best marketers in Europe

The report "Sponsors, Merchandising, and Equipment Production Grow with Revenue Incentives by 113% in 2022 Compared to Pre-Pandemic Levels" highlights the significant revenue growth of football clubs due to sponsors, merchandising, and other commercial income. UEFA's study "The European Club Football Landscape" shows that revenue growth has been uneven over the decades, primarily concentrated among the largest clubs with a global profile.

Overall, revenues from sponsors and commercial income in 2022 reached 6.8 billion euros, with a 14% increase in revenues from major sponsors and a 2% increase from equipment production and merchandising deals. This offset an 8% decline in revenues from smaller sponsors and other income sources, such as events and tours of museums and stadiums, which were affected by Covid-related restrictions. Additionally, sponsorship and commercial revenues in 2022 increased by 113% compared to pre-pandemic levels in 2019.

From a league perspective, over the past 10 years, the English Premier League has increased its commercial revenue by approximately 900 million euros (which is just over 10% annually), reaching nearly 1.8 billion before dropping to 1.6 billion.