Football’s Biggest Sponsors in Recent Years

Football has become more than just a sport; it is now a global business where sponsorship deals drive much of the game’s financial muscle. Clubs and leagues worldwide attract billions in sponsorship revenue, allowing teams to buy top players, build world-class facilities, and expand their reach across continents. In recent years, some of the world’s biggest brands have poured money into football, competing for visibility on shorts, stadiums, and broadcasts.

Airline Giants Take Centre Stage
One of the most dominant industries in football sponsorship has been aviation. Emirates has long been a familiar name in football, sponsoring the iconic Emirates Stadium and serving as shirt sponsor for clubs like Real Madrid, AC Milan, and Paris Saint-Germain. Similarly, Etihad Airways has played a pivotal role in Manchester City’s rise to global prominence, branding both their shirts and the Etihad Stadium. Qatar Airways, meanwhile, has built strong ties with clubs like Barcelona and AS Roma, showcasing how airlines use football to project influence and connect with international audiences.



Tech and Digital Powerhouses

Technology companies have increasingly recognised football’s value as a global advertising platform. Rakuten’s sponsorship of Barcelona between 2017 and 2022 was a landmark deal with hundreds of millions, reflecting the growing intersection between tech and sport. More recently, streaming platforms and digital firms have entered the market, keen to reach younger, tech-savvy fans who consume football content on multiple devices. Deals with companies like Spotify, who became Barcelona’s main short sponsor in 2022, underline how digital brands are now shaping the modern sponsorship landscape.



Automotive Industry’s Longstanding Links

Car manufacturers have also played a huge role in football sponsorships over the years. Audi’s long partnership with Bayern Munich has been one of the most consistent, while Chevrolet’s deal with Manchester United was one of the most lucrative in history, putting the brand on millions of shirts worldwide. Jeep, through its connection with Juventus, has also enjoyed global exposure, showing how car companies view football as an ideal platform for brand recognition.



Betting and Gaming Sponsors

Few industries have invested as heavily in football sponsorships as the betting sector. In the Premier League alone, gambling brands have dominated shirt sponsorships, with clubs like West Ham, Newcastle United, and Everton all featuring betting company logos on their kits in recent seasons. This trend has extended beyond the UK, with major European clubs also securing lucrative deals. Some of the biggest brands who run an online casino have always been keen to get in on the action, leveraging football’s popularity to expand their customer base and increase global visibility. 



The Evolution of Sponsorship

What has changed most in recent years is the diversity of brands getting involved. Where once football sponsorships were dominated by sportswear and drinks companies, today we see a far broader mix, including cryptocurrency exchanges, fintech start-ups, and even streaming services. These new players highlight football’s enduring appeal as the world’s most-watched sport and the incredible value brands see in aligning with the game.



Conclusion

Football’s biggest sponsors in recent years reflect the sport’s global pull. From airlines and car manufacturers to digital firms and betting companies, the world’s leading brands continue to invest heavily in the beautiful game. Sponsorship not only fuels clubs’ financial power but also demonstrates how football remains the ultimate stage for global marketing.