Does sponsorship work? Part two

Stuart Fuller from the Theballisround. co. uk blog takes a further look at the silly world of Shirt sponsorship. "Is it any wonder that we are still seeing silly transfer deals going through, with sums changing hands more than the total GDP in some... More

Stuart Fuller from the Theballisround. co. uk blog takes a further look at the silly world of Shirt sponsorship. "Is it any wonder that we are still seeing silly transfer deals going through, with sums changing hands more than the total GDP in some countries when cash is flowing into the game in other areas. We recently looked at commercial deals in general in this very programme but we now want to look at Shirt Sponsorship again after World Soccer Magazine published its findings. As of the start of 2010/11 season, the traditional Top 4 in the English Premier League will be earning close to £58m PER ANNUM just for selling the space on their shirts. Leading the silly money stakes are surprisingly in times of banking crisis, a bank. Not just any old bank but one that has run into major issues with the sub-prime market in the US. Step forward Standard Chartered Bank who are taking over the shirt sponsorship from Carlsberg at Anfield. They feel that an investment Less