In European soccer, are sponsorship deals for one season only?

The Game Room
1

Let’s say MegaCorp buys a sponsorship package for Upandcoming FC. Since there’s a very real possibility that Upandcoming FC may be playing in a lower-tier league next season (with fewer viewers, less TV coverage, and less return on investment), a two-year-deal (or more) for MegaCorp to sponsor Upandcoming FC is a huge gamble. Similarly, if they’re not in the country’s top league, there’s a real possibility that they may be in a much bigger league next year, and MegaCorp’s gamble paid off.

Do sponsorship deals in these leagues only last for one season? Or does the sponsor stick with the team for longer periods, win or lose?

2

They can definitely be for more than one season. I suspect many sponsors will have a clause in their contract that reduces their payments if the team was to be relegated. Equally, I wouldn’t be surprised if they have to pay more if the team is promoted or gets into Europe, wins a trophy, etc.

3

Exactly. :grinning:

Also many teams are likely to stay in their current division, so providing a reliable return on sponsorship.

Most teams have a predicatable level of fan support, which again won’t change much.