Sponsorship gradations. Sponsorship integrations Faces&Laces
On August 6 and 7, 2016, the tenth anniversary open-air exhibition Faces&Laces was held in Moscow’s Gorky Park, dedicated to current street fashion, sports, subcultures, customization, visual communications and alternative contemporary art in Russia. This year's concept and name is City Under Construction.
Entrance to the exhibition is free. According to the organizers, the exhibition was visited by more than 100 thousand people over two days.
F&L has been based in Gorky Park for five years now; this year the site was greatly expanded, and now, in addition to the embankment, it occupies the central space of the park itself.
More than 400 participants took part in the exhibition, both small local D.I.Y. brands and global brands with world renown names, as well as a large number of artists and musicians.
What distinguishes the organization of an open air exhibition from other mass cultural events is a truly deep immersion in its topic and strict adherence to its concept.
It is especially worth noting how the organizers work with their partners - global brands. Probably, none of these events can boast of such a long relationship. Duration of work with Nike and Puma - 10 years, Adidas and Reebok - 8 years, G-Shock - 7 years. This means that partners see and feel the effectiveness of the chosen communication model with their target audience. The simultaneous presence on one site of several competing brands with their own large-scale promotional zones is another point worth noting. This also shows the competent work of the organizers with brands, their trust in the chosen concept of the event.
The presence of brands at the exhibition is actively supported both by the brands themselves on their Internet resources and by various specialized online publications, thereby achieving maximum PR effect. Search for Reebok City Under Construction and see how many mentions there are around the world!
One day was not enough to walk around and get to know everything carefully. Here are 11 sites of the main brands presented at the exhibition.
The main stage of the exhibition is named after the partner brand Burn Energy Drink.
During the exhibition, there was a promotion with a “buy and win” mechanic; all visitors who bought a can of Burn energy drink could fill out a form and participate in a drawing for a trip to Ibiza for two. The prize drawing took place on the second day of the exhibition, before the evening performance of the headliner. Unfortunately, presence at the drawing was a prerequisite for the promotion.
In the space from the main entrance to the park to the Main Stage By Burn, branded three-dimensional figures, designed by graffiti artists, were placed. On the lawn opposite the stage there were pillow bags where visitors could relax and listen to music.
G-Shock
The platform of this watch was an architectural composition in the form of the brand logo (when viewed from above). You could watch an exhibition of watch models, cheer on the participants in the Pannashock football tournament, and watch graffiti artists at work.
The Puma venue this year was dedicated to the capsule collection of Puma Clyde 2016 sneakers. Inside the impressively sized pavilion there was a small exhibition with a retrospective of the history of the brand’s sneakers from the 70s to the 90s. The main place was allocated to a dance floor stylized as a basketball court, where demonstration performances by b-boys, DJs and MCs took place. Visitors could take part in a drawing to win a pair of legendary sneakers by taking a striking photo in Puma Clyde style.
The site was dedicated to the main collaboration of the 10th Faces&Laces exhibition, a limited edition of classic tennis sneakers based on the Club C “City Under Construction” model, which gave the name to the concept of the anniversary exhibition itself. Sales of the collaboration sneaker model began on August 6 around the world. Agree, it sounds big. The collection is sold, of course, in limited editions. Black-painted shipping containers, in the center behind the bars was a mini-loader on which the sneakers themselves were placed for viewing. There is a little activity on the site - you can win a prize by hitting the strength meter the hardest. On the website fitness.reebok.ru during the week before the exhibition, you could take part in the promotion and win one of three pairs of this model of sneakers, as well as a Faces&Laces City Under Construction T-shirt.
In its pop-up store, the Japanese fashion retailer presented visitors with the most relevant story to the F&L audience - a collaboration collection with the artist Kaws.
JBL x Uppercuts
Audio equipment manufacturer JBL by Harman, in partnership with the Uppercuts DJ community, created a special zone on Pushkinskaya Embankment, in the midst of creative stands representing all kinds of streetwear, stylized as New York courtyard parties, called Block Party. A huge American yellow tractor, on the roof of which there is a DJ stage with a balcony, a dance floor with chill-out is separated by an iron fence. The entire area was decorated with flags. Nearby there was a small point where you could buy brand audio equipment.
The partners did their best and were among the first to launch a full-fledged video on the results of the work of their site on their social networks.
The House of Vans venue, dedicated to the 50th anniversary of the brand, was a huge skate park, where competitions in skate and BMX disciplines were held for two days, as well as an area for customizing sneakers with invited artists, a separate large musical stage, where Dj's played the contests.
The skatepark, with an area of more than 1,500 square meters, created in collaboration with XSA Ramps, was not only a space for Russian and foreign riders to perform, but also a real art object, inspired by the concept of the City Under Construction exhibition. The spots imitated objects that could be found in any area of the city or on a construction site.
In addition to two 20-foot containers acting as a starting point, a platform with railings and steps simulating the entrance to a store, and a large-scale spot - a double set of 10 steps for the final of the competition, a real bulldozer was installed in the skatepark - a dream figure for most skateboarders and BMX riders. Especially for better viewing, stands were built, on which all the seats were constantly tightly occupied by visitors to the exhibition.
A huge black pickup truck with the Black Monster Energy branding was parked next to the site. No separate promotional activity was noticed. Still, the main energy booster of the anniversary Faces&Laces is, of course, Burn.
Bon Aqua
The second brand from Coca-Cola, noticed at the exhibition, built a promotional area on the embankment where everyone could get a free bottle of Bon Aqua water (which, given the hot weather, was very important). There was a small chillout with soft pillows of pieces of fruit. Promoters moved around the exhibition on scooters and also distributed free water to all guests. There was also a “dry” pool with balls, where those who wished could “swim in the water” with soft fruit pillows. There was a presenter on site who constantly explained what was happening. In general, the entire area was well organized and worked efficiently, the queue for water was regulated by the staff.
This year the brand did not build a separate site at the exhibition and launched an interactive project on the Internet “10 years of street culture”, where, with the help of the organizers, it collected archival materials from all past exhibitions. Nike and Faces&Laces have been collaborating for 10 years, and they really have something to show.
A non-standard activation was also organized in the format of lectures and walks called “Faces&Laces Archives First Hand”; registration for walks was carried out on the brand’s website. 30-minute excursions were conducted around the exhibition area on both days. They were held by the pioneers of sneaker culture, the founders of Faces&Laces, collectors, magazine editors and other respected persons.
re:Store x Street Beat
Retail chain stores re:Store and Street Beat acted as partners of a separate stage at the exhibition, where the official stage of the world competition among DJs “DMC DJ World Russian Finals” took place. The winner of the competition will go to participate in the final of the competition in London. In addition to the competition, the legendary team in the world of scratch - Invisibl Skratch Piklz from San Francisco - performed on this stage.
Also, guests of the exhibition were presented with an exposition dedicated to sneaker culture, which also included iconic Apple products.
The brand placed its Instax photo zone on the exhibition grounds, dedicated to its line of instant cameras. Where visitors who took photos and posted them on Instagram with a certain hashtag could win a brand new Instax mini 8 camera.
Over the course of ten years, a small, non-profit project has grown into a global open-air event, occupying 40 thousand square meters of park, with a foot traffic of more than 100 thousand people and has received the support of leading brands.
In general, all sponsorship activities are absolutely organically integrated into the event and do not fall out of its concept. There are no “random” commercial promotional projects here. Brands clearly understand where and why they came; in turn, the organizers are obviously working on a list of possible partners and their activations at the festival. Moreover, the activities of the participating brands are clearly specially and seriously worked out to suit the concept of the event. And the result of this is the complete acceptance by Faces&Laces visitors of all proposed integrations. Festival guests perceive promotional areas from sponsors as an integral part of the entire exhibition. All these factors, I am sure, are the key to a long and productive partnership between brands and the exhibition.
The best sponsorship integrations at festivals and other events can be seen among the nominees and winners of the first Russian sponsorship award, Russian Sponsorship Awards, as part of.
Teacher-expert in applied socio-economic programs at the Specialist Educational Center at MSTU. N.E. Bauman
How do different types of sponsors contribute to the sponsored entity? What is the difference between a title sponsor and a general sponsor, a special sponsor and a regular sponsor, and a gold and silver sponsor? Who are the partners? Let's look into this issue before we start creating sponsorship packages.
What types of sponsors are there?
Let's look at the types of sponsors in descending order - from the most generous to the most economical.
General sponsor - types of sponsors
General sponsor of the Grain Club Meeting, Moscow 2008
Funds the recipient of sponsorship in the amount of 50%. It has the most complete sponsorship package, including the maximum number of effective options. In addition, the primary sponsor has influence over the activities of the sponsored entity. Russian law prohibits a sponsor from interfering with the activities of a sponsored person, however, this is widespread. Also, in the absence of a title sponsor, the sponsorship facility is decorated with the official color palette of the general sponsor. Transport, the fencing of a sports arena, and other equipment of a sponsorship facility can be painted in these colors.
Title sponsor - types of sponsors
Title sponsor of pilot Danica Parker, USA 2010
The sponsored object is financed approximately in the same amount as the general one. How do these types of sponsors differ from each other? Unlike the general sponsor, the title sponsor does not have influence on the internal policies of the sponsorship recipient. But, it has an important advantage - its logo is placed on the uniform of the participants of the sponsored project, team, show, etc., or is contained in the name of the sponsored object.
Official sponsor of the Women's Ten run, St. Petersburg 2008
This creates the illusion that the title sponsor is the owner or founder of the sponsored project, organization, team, or program.
Official sponsor - types of sponsors
Covers the recipient's expenses up to 25% of the sponsored property's budget. In accordance with his share, he has a quarter of the sponsorship package options.
Sponsor
Invests a minimum portion of 10% in the activities of the sponsored object. As a rule, he gets advertising, in a minimal amount. However, this does not mean that this is the worst advertisement. If it is not a huge corporation, but a medium or small business enterprise, then it will be quite enough for it that its advertising will be next to business giants.
Special sponsor - types of sponsors
This is a wide range of sponsorship packages offered to sponsors in exchange for funding highly specialized expense items. For example, technical sponsorship is common in auto racing. The technical sponsor provides the competition with fuel, lubricants and other services for vehicle maintenance and servicing. In sports competitions you can often find a drink sponsor, when holding festivals - a sponsor of the main prize, when organizing trips for people with disabilities - a transfer sponsor, when broadcasting a program or film on TV - a screening sponsor, when organizing a conference or forum - a section sponsor, etc. Information sponsorship is the most widespread. In exchange for a mention, the media publish articles and notes in their electronic and printed publications, broadcast radio and television programs.
Do the funding levels differ from the above types of sponsors or not? As in other cases, this depends on the agreements between the sponsor and the recipient of sponsorship. As a rule, services or goods provided under special sponsorship are calculated at wholesale prices and are provided in the amount of 10 - 25% or more of the recipient's budget. That is, the cost of sponsorship packages for a sponsor and a special sponsor will be approximately the same. But unlike a simple sponsor, a special sponsor is distinguished by its status: special. As with title sponsorship, this status creates the illusion of broad authority and scope for the special sponsor's options.
Partners as types of sponsors
Recently, some types of sponsors have been replaced by partners. Recipients of sponsorship are usually silent about how they differentiate between sponsors and partners. From my own experience I will say that this is due to the imperfection of our legislation. Not all options can be included in the sponsorship agreement. How to conclude a sponsorship agreement is the topic of future publications. Partnership may also include mutually beneficial cooperation. For example, through a partner - a bank, operations are carried out to finance a sponsored object, an insurance company - a partner provides insurance for participants in competitions, festivals, etc., a printing house - a partner publishes printed materials and products. Services are provided to sponsorship facilities at nominal prices, without commissions or interest. In some cases, partners provide additional financial resources.
Fashion trends and types of sponsors
The new millennium brought new types of sponsorships and fashion trends. Sponsors are given statuses based on the name of the gemstones and the class of goods and services. Modern events are financed by premium sponsors, gold, silver. More about this in a series of articles on the topic: . Well, sponsors really are worth their weight in gold.
You will learn about what options different types of sponsors receive and how the cost of sponsorship packages is calculated, whether there can be two general sponsors, in upcoming publications. Don't forget to subscribe to blog news.
Great events. Technologies and practice of event management. Shumovich Alexander Vyacheslavovich
Sponsorship
Sponsorship
If you are looking for sponsors
The presence of sponsors enhances the event. It immediately changes its status, turning it from an initiative of one company into the fruit of cooperation between several organizations, thereby confirming the fact of market interest in the subject of the event.
It is important to note that, contrary to popular belief, sponsorship does not mean charity. Most often, charity is anonymous or not widely advertised. In addition, charity is more often aimed at supporting social programs, helping those in need, etc.
Sponsorship presupposes publicity and is focused on supporting commercial or mass public events. Sponsorship means a number of obligations on both sides, a number of special services on the part of the organizers. Thus, the Sponsor is your Client. A Special Client with specific requests and services is a Very Important Client.
As is the case with other Clients, try to understand the Sponsor’s motivation and goals at an early stage of building a relationship - why he is doing this. In this case, you will be able to offer a package of services that exactly meets his goals, without unnecessary, often costly, burden.
Understanding that the Sponsor is also a Client helps to rationally approach his service. Keep your promises to the Sponsor, but also demand fulfillment of his promises. It is not always necessary to agree with everything that the Sponsor requires: set a limit on the opportunities provided, beyond which it is no longer profitable for you to rise, and communicate this honestly. Treat cooperation soberly and rationally.
As with other large Clients, finding and attracting sponsorship usually takes a long time, so plan ahead. If you are doing an event for the first time, you may not be able to find Sponsors at all. However (pay special attention to this) it is worth considering that the time spent on attracting Sponsors is not free for you. Evaluate the financial benefit of attracting a Sponsor in terms of the value of your time spent. In some cases, the sponsorship fee may be so small that it does not cover your costs. This primarily applies to information and technical sponsors. About them - below.
Also, the specificity of working with a sponsor lies in the variety of services provided. You will have to prepare a package offer. It may be standard, but I still recommend (of course, having previously prepared a standard proposal) to meet with the potential Sponsor, find out what exactly is important to him, and change the conditions depending on his goals and objectives. When making an offer to the Sponsor, remember his interests, consider why he needs your event. This is the key to success.
Sponsorship has a lot to do with trust in your organization and event. Therefore, be sure to fulfill your promises to the Sponsor. He is your Very Important Client.
Types of Sponsors
Technical Sponsor
This is an example of a typical cross-promotion. You can invite one of your technical contractors or a manufacturing company (seller) of some equipment, offering a package of services to promote their core business. In return, you receive the use (or even ownership) of the equipment you need. In this case, they should expect to attract additional Clients at your event or during its advertising campaign.
In some cases, the technical sponsor may simply provide a significant discount on its services. The discount should not be symbolic: remember the value of your time and services.
A technical sponsor can be not only a supplier of some equipment. An example of such sponsorship could be services provided by publishing houses, rental agencies, call centers, courier services, translation agencies, catering companies, multimedia equipment suppliers, flower shops and florists personally...
Think about what they can gain from your event to grow their core business, and make an offer based on that. Right on target.
Information sponsor
Most often, information sponsors are various media: radio, television, newspapers and magazines, networks of advertising media, information and news agencies, various Internet portals and Internet services, specialized sites and other resources.
What is the motivation of media sponsors? I won’t list all the reasons – it’s probably impossible. Among some I can name, for example, their interest in your member base. If this is the case, you need to provide them with detailed lists of those participating in the event with contact information. In the future, they will be able to contact participants directly with a business proposal. Another argument could be that the sponsoring company will be mentioned more often in the press, including in connection with industry events.
In addition, remember that journalists, one way or another, have to write about something. And your event is the same informational occasion for them as other ongoing events. Therefore, if the event is interesting for the audience for which they work, the interest of the media will also be understandable and rationally justified.
Who can be an information partner:
– newspapers;
– magazines;
– Internet media, news sites;
- TV;
– universal portals;
– specialized portals;
– simply visited sites on the subject you need (look at the traffic rating);
– distributors of free postcards (like Sunbox, FlyCards);
– Internet subscription service;
– news agencies;
– publishing houses;
– call centers;
– research companies;
– PR agencies.
Financial sponsor
Ideally, the benefits of having a financial sponsor are well known: increased status of the event, a larger budget for advertising and running it, more participants, better quality, increased profits for the organizers, etc.
I would like to warn against the temptation to write down the sponsorship fee simply as a profit for the event. More often than not, the Sponsor expects some form of promotional activity to be demonstrated for its money, emphasizing its role in supporting the event. I advise you to immediately reserve a significant percentage of the sponsorship fee for advertising or promotions.
Also, do not allow Sponsors to make sales pitches or run the entire event on the basis that their money makes up the lion's share of the budget. Yes, this may be true, but you are still the event organizer, and it is you who must balance interests, take care of the participants and implement the plan. If this is not done, the event may turn into a one-man show, which will destroy the entire plan and will not satisfy the expectations of the participants. And if they are disappointed, then the effect of the event will be negative, which will cause damage to the Sponsor himself. Try to gently explain this to the Sponsors who are most involved in the preparation and management of the event. It's in their own interests.
Sponsorship privileges
What can you offer Sponsors? Financial Sponsors may be interested in the possibility of speaking, interviews for the media, the opportunity to invite some participants (their Clients and partners) without additional payment if the event is paid. Of course, it will be important to place the sponsor's logo and symbols in all materials related to the event, distribute advertising materials and other promotional elements.
Think about why a sponsor should invest in your event. Make for yourself a table of principles for motivating sponsors and, when making an offer, try to emphasize as much as possible exactly what, in your opinion, should interest them.
What kind of sponsors can there be?
It’s a good idea to come up with a special grading system for sponsors. Various characteristics can be taken as the basis for division.
In accordance with the status, the size of the sponsorship investment changes.
Once you choose one strategy, try to follow it. If necessary, you can add or reduce the number of sponsorship positions (add, for example, the status of “special sponsor” or “diamond sponsor”).
It would also be good form to state exactly how many sponsors you have for a particular status position. Top positions should be exclusive (there should not be five general or platinum sponsors - this dilutes the value of their status). Additionally, by indicating how many sponsors you can have in a given category, you create some sense of excitement (we will only have four bronze sponsors, three spots are already filled - hurry).
There should not be too many sponsors, otherwise the event will turn into a fair, there will be too many commercial presentations and advertising, and Clients will not be satisfied. In addition, among too many logos it will be difficult to make out anything (a large number of logos on the cover is called a mass grave).
If the sponsor is you
If your company is sponsoring an event, my recommendations will be related to the above.
Remember your motivation and don’t let you replace what is important to you with what is easier for the organizer. After receiving a sponsorship offer, evaluate what is important to you and what is not important in the sponsorship package. Refuse unnecessary services and feel free to bargain. You can significantly reduce your sponsorship fee by eliminating perks that you didn't intend to take advantage of.
Main mistake sponsors - low demands and lack of initiative in relation to the sponsored event. Try to get the most out of your sponsorship - that's your job (not paying a sponsorship fee and waiting for what will happen). By supporting the event, you can, you must (!) make every effort so that all the best associated with the event is associated with you, your company.
For example, if you are sponsoring the visit of some business guru, make sure his books are sold in your store, no matter what else your store sells - groceries or limousines. It’s just that now, if you sell limousines, within a month you will sell both limousines and books…. Let this guru's poster hang in your reception area, and let employees tell everyone they know about him, in bars and beauty salons. As a result, all Clients will clearly associate the ideas preached by this business guru with your company. They will automatically believe that you have incredibly high standards of workmanship, are a highly innovative company, etc.
Or, suppose you received a sponsorship offer from a certain festival in which your potential and existing Clients will participate. You can see what an analysis of a sponsorship proposal that is ultimately approved with a 15 percent reduction in the sponsorship fee might look like by examining the following table.
Table continuation
Table continuation
End of the table
Filonenko Igor
Sponsorship as a long-term investment This type of sponsorship is one of the most socially significant, on the one hand, but the least information-rich, on the other. The following are examples of such sponsorship:= JWT sponsored efficacy studies
From the book Advertising and PR in Business author Tolkachev Andrey NikolaevichSponsorship – nine points! How is your typical working day structured? I came to work in the morning. There is already a pile of papers on information sponsorship on the table. First of all, I rank it. By what criteria? I developed a nine-point scale. Prestige of the event, hall,
From the book Advertising. Principles and Practice by William Wells4. Sponsorship as a diversified market offer in the exhibition industry Sponsorship is “one of the types of entrepreneurial activity, the main purpose of which is to act for the benefit of both the sponsor himself and the recipient of the assistance.”
"HUL CITY"
Uniform: adidas.
Having tried many manufacturers, including little-known ones and those that have already ceased to exist, in 2010, after relegation from the Premier League, Hull switched to adidas, or rather returned - after a break in relations in 1982. The uniform is quite traditional, orange and black, with stripes - the “tigers” are true to themselves.
Hull City home kit
Sponsor: Cash convertors (retail).
Hull have been working with their title sponsor for two years now, and this summer the parties exercised the option to extend the agreement for another year. The terms of the deal are kept strictly confidential, but it is known that by Championship standards the Tigers had one of the best contracts worth more than £1 million. However, fans are not happy with the fact that the club's T-shirts advertise a second-hand company .
Hull City away kit
"CRYSTAL PALACE"
Shape: Avec.
Avec is a division of Nike, and the latter continues to supply Crystal Palace with training kit. Avec also sews play kits - the main one, divided into two halves, red and blue, and the guest kit - black with a red and blue stripe diagonally.
Crystal Palace kit
Sponsor: GAC Logistics (logistics).
GAC's partnership with Crystal Palace dates back to 2004 and is the longest-running sponsorship relationship in the Premier League. The last time the parties re-signed the contract was last year - it runs until next June and is estimated at £1-1.5 million.
"CARDIFF CITY"
Shape: Puma.
After the purchase of the club by Malaysian businessman Vincent Tan, Cardiff faced rebranding - a dragon appeared on the emblem, and the main kit was changed from blue to red for the first time since 1908, which did not please the fans. However, Tan continues to stick to his line. Puma, known for its rather original design of T-shirts, this time was noted for its extremely passable and forgettable uniform.
Cardiff City kit
Sponsor: Malaysia.
Cardiff has joined the ranks of clubs that advertise not a company, but an entire country, for example, like Atlético - Azerbaijan. Since Tan is not a sponsor, but the owner of the club, the value of the title space on the jerseys cannot be estimated. A businessman simply advertises his country to tourists and investors.
NORWICH CITY
Shape: Errea.
For the Italian manufacturer, Norwich is the flagship in the British market, where Errea mainly dresses representatives of the lower leagues. The cooperation began in 2011. The design is not particularly sophisticated, but the second black and white set with a collar looks quite stylish.
Norwich City home kit
Sponsor: Aviva (insurance).
The world's sixth-largest insurance company has sponsored lowly Norwich since 2008 and extended its contract for a further four years last season. Aviva takes a pragmatic approach to the matter - without investing huge amounts of money, it gets advertising all over the world, because the Premier League is shown in most countries. According to various estimates, Norwich receives about £3 million a year from the title sponsor.
Norwich City away kit
"STOCK CITY"
Uniform: adidas.
After a fruitful and interesting collaboration with Le Coq Sportif, Stoke turned to adidas for the first time in its history. The basic set is simple and classic, striped, red and white. But the mobile model is called “Electricity” and looks very nice.
Stoke City home kit
Sponsor: Bet365 (bookmaker).
The bookmaker company Bet365 is one of the largest on the market. It belongs to the Coates family, which also owns Stoke City, so this collaboration is less about sponsorship and more about shared ownership. However, the Potters' executive director, Tony Scholes, assures that Bet365 simply made the club the best offer. The bookmaker has replaced the shirts with Britannia, which sponsored Stoke for 15 years and retains naming rights to the team's home stadium until 2016.
Stoke City away kit
"SUNDERLAND"
Uniform: adidas.
The “black cats” T-shirts are practically indistinguishable from the Stoke City kit - only they have more white stripes than red ones, the design of the sleeves is also different, otherwise everything is very simple and unoriginal. The away yellow kit is also unimpressive.
Sunderland home kit
Sponsor: Bidvest Group (catering).
Sunderland's previous sponsor was the Nelson Mandela Foundation, and on the players' chests was a call to invest in Africa. They say that that deal put the club on the same level as the two Manchesters in terms of income from title partners. Already in the spring, a new sponsor was identified, also from South Africa. The international Bidvest Group specializes in everything related to fast food services. In the press you can find a figure of £5 million per year of the contract.
Sunderland away kit
"SOUTHAMPTON"
Uniform: adidas.
The “saints” uniform models cannot be called exclusive, but they do not cause rejection among fans. Both the black and red kits are among the most popular adidas designs for the 2013/14 season, so Southampton will look similar to many.
Southampton home, away and goalkeeper kits
Sponsor: aap3 (IT).
After Southampton decided to stop advertising on T-shirts in the year of the club’s 125th anniversary, the club managed to conclude a contract, profitable by championship standards, with the nearby IT company aap3, which also deals with recruiting. However, for the Premier League, the Saints' annual income from title sponsors is quite modest and does not exceed £1.5 million.
WEST BROMWICH ALBION
Uniform: adidas.
Another variation on the stripes theme in the classic adidas design. Similar to other “striped” teams of the brand.
West Bromwich Albion home kit
Sponsor: Zoopla (IT).
West Bromwich have been changing their title sponsors quite often lately. The bookmaking company Bodog lasted only a year on VBA T-shirts - last summer it was replaced by the British search engine Zoopla. The two-year deal will see the club receive around £3m.
West Bromwich Albion away kit
FULHAM
Uniform: adidas.
The Summer Residents swapped the atypical Kappa for England for the classic adidas they wore at the turn of the century. The new uniform is not exclusive, but the combination of black, white and red looks quite harmonious. Fits well with the new design and new sponsor.
Fulham home kit
Sponsor: Marathonbet (bookmaker).
The leading bookmaker in Russia and the CIS is now advertised on the chests of Fulham players. The agreement between the company and the club was concluded for two seasons with an option to extend for another year. The exact amount of the deal is not known, but the management of the Londoners emphasized that it is the best in the history of the club. Based on the fact that the previous agreement with FxPro brought the summer residents about £4.2 million, the contract with Marathonbet is estimated at £4.5-5 million.
Fulham away kit
WEST HAM UNITED
Uniform: adidas.
Another confirmation of the trend of refusing the services of less popular uniform manufacturers. The Hammers swapped Macron for adidas, and at the same time decided to use a white rather than blue jersey as their away shirt. The main set turned out to be quite in the style of the club.
West Ham United home kit
Sponsor: Alpari (finance).
The online bookmaker SBOBET has been replaced by a new title sponsor - a world-famous trader. Alpari's three-year deal will pay West Ham £3m per season.
West Ham United away kit
"ASTON VILLA"
Shape: Macron.
Macron's form stands out - Aston Villa are lucky. The original striped collar, sleeve piping and checkerboard design of the away kit make Birmingham's jerseys memorable.
Aston Villa home and away kits
Sponsor: Dafabet (bookmaker, online games).
The Malaysian company Genting, which planned to open an entertainment center in Birmingham, abandoned the project and curtailed its sponsorship of Aston Villa. It was replaced by the Asian bookmaker and online gaming service Dafabet. According to preliminary data, the agreement with him will remain at the Genting level - £ 7-8 million.
NEWCASTLE UNITED
Shape: Puma.
Newcastle's basic kit is a tribute to the club's traditions and does not imply any special frills. By adding a blue element to the stripes, it was possible to include a prominent advertisement for the title sponsor. The away uniform is more reminiscent of a training uniform, but looks quite stylish.
Newcastle home, away and goalkeeper kits
Sponsor: Wonga (finance).
The conclusion of a four-year sponsorship contract with the company Wonga, specializing in short-term loans (simply put, a loan shark company), caused enormous protests in the city - both fans and management opposed it, and Papiss Demba Cissé refused to wear the club's T-shirt with his new partner, since it was contrary Islamic morality. But the £24 million the Magpies will receive over four years forces the club to endure negative public opinion rather than meet it halfway.
SWANSEA CITY
Uniform: adidas.
After the 100th anniversary shirts with gold motifs, Swansea City are back to everyday life. The second blue and yellow kit looks better than the rather banal and black and white main one, on which the most noticeable thing is the sponsor's advertising.
Swansea City home and away kit
Sponsor: Goldenway (finance).
For the first time, the title sponsor on the players' chests will be written entirely in a language other than English. The Chinese company Goldenway does not seem to be targeting the European market, but is only interested in advertising the Premier League to Asian viewers. The one-year deal was worth £2 million – a Welsh club record.
"EVERTON"
Shape: Nike.
A modified club emblem, original sleeves with two stripes and a slightly transformed collar - these are all the changes in the Toffees’ home uniform. Instead of the black model, the “tropical” yellow and blue one will be used as an away shirt.
Everton home kit
Sponsor: Chang (brewing).
The agreement with the Asian brewing company was signed back in 2010 and came into force from the 2011/12 season. At the time, £12 million over three years seemed like a solid offer. But now this is a rather modest annual income - the “toffees” can count on more.
Everton away kit
"LIVERPOOL"
Form: Warrior.
The American manufacturer Warrior is a newcomer to the football market, and you can feel it. If Liverpool's home kit is traditionally red, and it is quite difficult to spoil it, then experiments with the away kit made half the world laugh. “Grandma’s sweater” is the most flattering description she has been given.
Liverpool home kit
Sponsor: Standard Chartered (banking, finance).
A luxurious contract with Standard Chartered bank placed Liverpool among the most profitable Premier League clubs in terms of sponsorship, which is consistent with the global popularity of the Merseysiders. Literally in July, the parties agreed to extend the agreement until 2016. Under the terms of the agreement, Liverpool receive £20 million per season.
Liverpool away and goalkeeper kits
"TOTTENHAM HOTSPUR"
Uniform: Under Armour.
Since last year, Tottenham has been collaborating with a market newcomer – the young American company Under Armour. The Spurs kit looks quite original, especially the collar. The introduction of blue color into the guest kit can be considered successful, but in the home kit, it feels like it looks out of place in the HP logo.
Tottenham Hotspur home kit
Sponsor: Hewlett-Packard (electronics).
In the second half of the 1990s, HP was already a sponsor of the Spurs, and then acquired another title partner of the club, Autonomy Corporation, which, in turn, includes last year's sponsor of the team, Aurasma. Now the giant of the electronic market is returning in person. The details of the deal are not disclosed, but the media estimates it at £10-12 million.
Tottenham Hotspur away kit
"ARSENAL"
Shape: Nike.
Don't look for changes to the Gunners' home kit - there are none, Arsenal will play in the same shirts as last season. The case is exceptional for the Premier League, probably the main explanation is that from next year the Londoners will be wearing Puma. Nike limited itself to a new yellow away kit - almost the same as Juventus's.
Arsenal home kit
Sponsor: Emirates (air carrier).
The basic agreement between Arsenal and the Arab carrier was signed back in 2004 and included both stadium naming rights and shirt advertising at a cost of £5.5 million a year. Last autumn the contract was extended for five years, and now the Londoners will earn a record £30 million per season.
Arsenal away kit
"MANCHESTER CITY"
Shape: Nike.
Manchester City is not looking for good from good. Fan-favorite sky blue color and laconic design. The second set is a gloomy gray-black combination. Some connoisseurs of English classicism never tire of repeating that things were better under Umbro.
Manchester City home kit
Sponsor: Eithad (airline).
Two years ago, the Etihad and Manchester City signed a multi-tier, 10-year deal worth £400m, under which the club receives £20m per season for shirt advertising alone. However, the relationship between the “townspeople” and their Arab partner is more than just partnership, because one way or another they have common investors. At the same time, City is not averse to finding a new title sponsor, including based on financial fair play requirements. But this off-season it was not possible to do this - offers of £ 25 million per year and no more were received.
Manchester City away kit
"CHELSEA"
Uniform: adidas.
After winning the Champions League, adidas used the gold theme in the design of Chelsea shirts, this time in a more traditional way. In the guest kit, instead of a blue stripe, a red one appeared, but it was much less noticeable, and therefore did not cause any particular complaints. The third option is black. It is worth noting an excellent marketing move with the presentation of T-shirts - the team stars took part in a photo shoot, smeared in blue paint. By the way, in July, Chelsea and adidas signed a new contract, a record for the Premier League - for 10 years and £ 300 million.
Chelsea home, away and third kits
Sponsor: Samsung (electronics).
The deal with Samsung was already one of the best in the Premier League, and last fall Chelsea extended its agreement with the global electronics giant until 2015. Under the new contract, the Londoners will receive £18 million a year.
"MANCHESTER UNITED"
Shape: Nike.
The classic red “devil” color in combination with neat black collars and buttons has a retro feel and is therefore attractive. The designers' guest kit was less successful: black, blue and gray checkered. However, it can be considered a tribute to the Scottish roots of Sir Alex and his successor.
Manchester United home kit
Sponsor: Aon (insurance).
The current deal with Aon expires next summer and pays Manchester United £20 million a year. The insurer also bought the rights to the name of the club base. But from 2014, Chevrolet will become the title partner of the “devils” - its complex structure will bring the Mancunians a total of £357 million over 7 years.
Manchester United away kit
STATISTICS
