Sports shirt sponsorships generate billions of dollars each year for clubs and brands around the world. In fact, football is the only sport where there are truly global clubs that span continents and generations, so it’s no surprise that some of the biggest shirt sponsorship deals of all time happen in football, where a boy in Delhi, a fan in Dallas and a supporter in Dakar all proudly wear the same club shirt and see the same sponsor brand front and centre.

The commercial power of football has made these deals historic records. These sponsorships go beyond putting a logo on a shirt. They include a full supply of kits and apparel and global retail rights. They cover men’s teams and women’s teams and youth teams. They extend to training equipment and digital activations and commercial partnerships. Clubs receive guaranteed money every season regardless of performance. Brands get global exposure to millions of fans. Here are the 7 biggest shirt sponsorship deals in sports ever.

1. Manchester City And Puma

Manchester City have signed a historic £1 billion kit partnership with Puma that will run until 2035. The deal began in 2025 and will run for 10 years. It is worth more than $1.3 billion, which works out to around £1.3 billion. That makes it the biggest kit deal in football history by total value.

The deal pays Manchester City more than £100 million per season. Money is guaranteed each year, whether City win the league or finish mid-table. The deal helps City with their financial planning for the decade.

It includes a full supply of kits and apparel for all of City’s teams and global retail rights. Puma manufactures all of City’s shirts. They supply training equipment. They produce the goods sold in City stores around the world. They can use the City brand to sell Puma products globally.

This is believed to be the most valuable kit and shirt deal in football history. No other club has signed a deal worth more than £1.3 billion. City’s deal with Puma sets a new benchmark for what a club can demand.

2. FC Barcelona And Nike

FC Barcelona signed the biggest football kit sponsorship deal with Nike in 2025. The agreement will run until 2038. It is a 13-year partnership. The deal is worth a total of 1.7 billion euros over these 13 years.

Barcelona earns around 127 million euros annually from this partnership. This money Barcelona can count on every season. It helps them with their financial stability after years of debt and economic struggles.

The deal includes extensive marketing and retail rights across the men’s teams and women’s teams and youth teams. Nike supplies kits for all of Barcelona’s teams at all levels. The women’s team receives the same Nike sponsorship as the men’s team. The youth academy wears Nike. Everyone in Barcelona wears Nike.

The deal has also surpassed Manchester City’s Puma deal in total value, making it the biggest. Barcelona needed this deal. They were in financial crisis. This money from Nike is helping them rebuild.

3. Manchester United And Adidas

Manchester United and Adidas have a kit deal worth between 1.2 and 1.3 billion euros over 20 years. The deal started in 2015 and will run until 2035. United and Adidas have a 2-decade partnership.

The deal is the richest long-term football sponsorship deal in the world. When it was signed in 2015, it was the biggest kit deal ever. Other deals have since surpassed it but it remains huge.

The deal includes technical supplies and commercial rights for all United products worldwide. Adidas makes all United kits. They sell United merchandise in their stores. They use the United brand to promote Adidas globally.

When the standard was first signed, it was a benchmark for kit deals. Before the deal, clubs received very little for kit sponsorship. After the deal, every major club demanded more. United and Adidas changed the market.

4. Real Madrid And Emirates Plus Adidas

Real Madrid’s Emirates front shirt sponsorship earns around €70 million a year. Emirates is the main sponsor whose logo appears on the front of Real Madrid’s shirts. That logo placement costs €70 million per season.

Together with Adidas apparel rights and other kit deals, Real Madrid generates some of the highest total shirt sponsorship revenue in football. Adidas pays Madrid for the production rights. Sleeve sponsors pay for sleeve space. Secondary sponsors pay for training kit placement. It all adds up.

Sleeve sponsors further increase that income by paying for sleeve logo placement through HP. Every available space on Madrid’s shirt generates money. Front sponsor. Sleeve sponsor. Kit manufacturer. It all pays off.

Overall sponsorship income helps make Real Madrid one of the richest clubs in the world. Madrid earns hundreds of millions from sponsorship alone. That money funds player salaries and transfers and operations.

5. Paris Saint Germain And Qatar Airways

Paris Saint-Germain have a long-term shirt sponsorship with Qatar Airways earning around 70 million euros per season. Qatar Airways is the main front shirt sponsor. Their logo appears on every PSG shirt.

The deal places PSG among the top commercial football clubs in Europe. PSG earns the same amount from Qatar Airways as Real Madrid earns from Emirates. This puts them in high company.

The sponsorship extends beyond match kits to training and digital brand activation. Qatar Airways appears on PSG training gear. They run digital campaigns with PSG players. They are active at PSG matches and events.

The partnership increases PSG’s global brand visibility, particularly in Asia and the Middle East. Qatar Airways flies all over the world. Their sponsorship takes PSG’s brand with them to markets that PSG might not be able to easily reach.

6. Juventus And Jeep

Juventus’ shirt sponsorship with Jeep earns around 69 million euros per season. Jeep is owned by Fiat, which has a tie-up with Juventus’ ownership that makes it a strategic partnership. Despite the close relationship, the money is real.

This makes it one of the richest commercial sponsorships in Serie A. No other Italian club earns around 69 million euros from shirt sponsorship. Juventus dominate Italian football commercially as well as on the pitch.

Jeep’s multi-year contract contributes significantly to Juventus’ financial stability over time. The guaranteed money helps Juve plan their investments. They know how much they will earn each season.
Sleeve and secondary sponsors add to the total annual shirt revenue beyond just the jersey. Juventus monetize every piece of shirt. Sleeve sponsors pay millions more. Training kit sponsors add to the total revenue.

7. Liverpool And Standard Chartered

Liverpool’s shirt deal with Standard Chartered brings about 58.5 million euros per year. Standard Chartered is a British bank that has sponsored Liverpool for over a decade. The partnership is one of the longest in modern football.

It is one of the longest running shirt sponsorships in the Premier League. Most sponsorships last 3 to 5 years then change. Standard Chartered has stayed with Liverpool much longer building a deep association.

The partnership is crucial to Liverpool’s commercial revenue stream and financial planning. Liverpool relies on this money. It helps fund their transfers and wages. It makes them competitive with richer clubs.

Combined with sleeve partners like Expedia total kit revenue grows further for Liverpool. Expedia pays for sleeve placement. Training kit sponsors add more. Liverpool maximizes every revenue stream from their shirts.

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