If the crisis has even hit the stronghold of the real estate market, the same cannot be said for thestainless football industry. In fact, while in Italy and in Europe people give up their homes, but also investments, branded clothing and they are even careful about what to put in the shopping cart, nothing can, on the other hand, affect the appeal of a goal, a save, a played by champions of this or that champion, and perhaps the desire to emulate him by wearing his shirt or his boots.
This was revealed by a study by Repucom/Pr Marketing: the sports equipment market of professional football clubs in Europe achieved a turnover of 390 million euros in 2013, with an 18% growth over the previous year. In spite of the crisis, the jersey of the favorite is not given up.
The news reported yesterday by the British would suffice to give an idea Mirror, hence the brand Puma, in an attempt to counter the hegemony of the historic pairing Nike-Adidas (which alone still capture around a third of the clubs in the five major continental leagues), has just signed a monstrous agreement with Arsenal, stealing it after 20 from the "moustache" company for the record sum of 36 million euros annually for the next five years: four times what the Gunners received under their old Nike deal.
After all, the fact that the Premier League is the championship that shoots the most is confirmed once again by the numbers: again according to Repucom, they were signed this year in England technical sponsorship contracts for 145,5 million euro, in further clear growth compared to the 110 million of last season (+33%). On average for wearing this or that brand, a Premier team collects 7,3 million per season, against 4,2 for Spanish teams, which is still an increase compared to 2011-2012, as does the Bundesliga (57 million in total, from 48,1. 1) and the French Ligue 33,1 (25 million against XNUMX).
The Italian Serie A is in third place (3,42 million on average per team) but it's the only one slightly bucking the trend, recording an overall decrease of almost one million euros compared to a year ago. Yet his shirts remain the most expensive: to go around dressed in Totti's 10, Cavani's 7 or captain Zanetti's 4, in fact, you need to pay (for official clothing) an average of 75 euros, the highest of the European top-leagues. In fact, in Germany 73 are enough, in France 71 while in England it is possible with less than 60 euros, even if precisely because of the market boom, prices have risen by 19% this year.
In short, the assault by young brands such as Puma on the usual Nike and Adidas is making the equipment market increasingly competitive and therefore attractive for the big clubs, as evidenced by Arsenal's agreement with Puma but also that of Americans from Warrior, who wrested Liverpool from Adidas after 27 years for the sum of 25 million pounds (about 30 euros) a year.
