The current longest running shirt sponsorships
Football is universal - and so are football shirts.
In this feature, we explore some of the most recognisable and iconic kits in world football as we take a closer look at the current longest running shirt sponsorships in Europe’s top five leagues.
Dominic Mills
Published on August 5th, 2024
In this Insight:
The evolution of football shirts
Football has evolved from an industrial pastime to the world’s most universal sport.
At the heart of this transition, always front and centre, is the football shirt. Starting off as a uniform, only to be worn during matches, football shirts have become both a fashion and sporting statement that is worn everywhere, from the training grounds to the streets.
Seeing football evolve from a sport to a lifestyle, businesses have learnt to understand how fans, football and business can live side-by-side and have utilised the power of shirt sponsorships to build their brand.
Below, we explore the brands who have been present the longest in each of Europe’s top five leagues.
PREMIER LEAGUE
Arsenal & Emirates
2006 - present
As the world’s most watched sports league, the Premier League attracts a cumulative TV audience of over three billion fans each season (Nielsen).
Wanting to share their brand with this truly global audience, Dubai-based airline company Emirates became the official shirt sponsor of Arsenal in 2006.
Behind only Liverpool and Manchester United, Arsenal are the third most successful club in English football history and with the club looking to enter a new era, Emirates sought out a long-term partnership, which included the sponsorship of Arsenal’s new stadium.
Almost 20 years later, the Emirates brand is now synonymous with Arsenal, with the airline sponsoring both the club’s shirt and stadium since 2006 and a whole generation of fans growing up only knowing the ‘Emirates Era’.
As well as the transition to the new stadium, the ‘Emirates Era’, has seen trophy successes, with the women’s team clinching 31 trophies and the men’s team eight.
BUNDESLIGA
Wolfsburg & Volkswagen
1991 - present
With Volkswagen featuring on Wolfsburg’s shirts for over 30 years, the car manufacturer’s relationship with the German giants is the longest current shirt sponsorship in any of Europe’s top five leagues.
Although Volkswagen have been the club’s official shirt sponsor since 1991, their relationship with the club stretches back to its foundation.
First established in 1945, VfL Wolfsburg was founded as a sports club for Volkswagen workers in the city of Wolfsburg.
The club has since gone on to establish itself as a mainstay of the German top division, with ‘The Wolves’ remaining in the Bundesliga since their promotion in 1997.
In addition to the club cementing themselves as a top-tier team, Wolfsburg’s consistent relationship with Volkswagen has seen the side crowned Bundesliga champions in 2009, as well as DFB-Pokal and DFB-Supercup winners in 2015.
The women’s team have seen even greater successes, with Wolfsburg widely regarded as one of the best teams in Europe, winning 21 major trophies since 2013, including two UEFA Women’s Champions League titles.
Wolfsburg and Volkswagen’s long lasting relationship is a perfect example of how businesses can employ different sporting strategies to achieve success, and with both the club and Volkswagen continuing to see great results, both parties can look forward to another 30 years of successful shirt sponsorship.
LIGUE 1
Nantes & Synergie
1996 - present
The second longest current shirt sponsorship in Europe’s top five leagues is between Ligue 1 side FC Nantes and Synergie.
Having partnered with Nantes since 1972, the human resources company has been the official shirt sponsor of the club since 1996.
Throughout the majority of this period, the club has been a regular in France’s top division and has seen some incredible highs such as winning Ligue 1 in 2001, Coupe de France in 1999, 2000 and 2022 and clinching the Trophee des Champions in 1999 and 2001.
Having signed a new three-year deal in 2023, the French partnership looks set to extend beyond the 30 year mark, with both parties looking ahead to a continued future together.
LA LIGA
Las Palmas & Gran Canaria Tourist Board
2003 - present
Spain, the land of tiki-taka and home to some of the most successful teams in European football. Although this may be the first thing that comes to mind to those of us who are football fanatics, most people will think of Spain as one of Europe’s leading tourist destinations.
Gran Canaria, one of the country’s hot spots for sun-seeking tourists is home to football club Las Palmas - the club with the current longest running shirt sponsorship in La Liga.
‘Los Amarillos’ have spent most of their recent history yo-yoing between Spain’s first and second divisions, having recently gained promotion back to La Liga ahead of the 2023/24 season.
Las Palmas’ shirt sponsors, Gran Canaria Tourist Board, have played a crucial role in the club’s history. First featured on the iconic yellow shirts in 1994, the organisation has been a close partner ever since, with the ‘Gran Canaria’ branding being prevalent on either a Home or Away shirt since 2003.
Gran Canaria Tourist Board is one of a number of local organisations who have amplified their brand through Las Palmas, with the team generating awareness and viewership from mainland Spain and abroad.
SERIE A
AC Milan & Emirates
2010 - present
Fashion and Italy go hand in hand, and Italian football clubs have carried their nation’s love affair with the fashion industry into the sporting sphere.
One club which has brought fashion to the field is AC Milan. ‘The Rossoneri’ are one of Italy’s most famous and successful clubs, having won the UEFA Champions League seven times - the second most in the competition’s history.
Emblazoned across AC Milan’s famous red and black shirt is a brand already mentioned on this list, leading airline company, Emirates. First partnering with the club in 2007, Emirates has been the club’s shirt sponsor since the 2010/11 season.
Although AC Milan haven’t always enjoyed their most successful time on the pitch during the first period of this partnership, there have been plenty of highs. These include winning two Serie A titles, consistently competing in both the UEFA Champions League and UEFA Europa League, whilst also showcasing the Milanese passion, style and Emirates brand to the world.
Shirt sponsorship - a lasting legacy
Football, and sport as a whole, has a greater impact on our everyday lives than many of us care to admit.
Some of our greatest moments in life are given to us by sport and it’s one of the few things that often remains constant throughout our lives.
Many businesses have understood the importance of being a part of this ever-present experience and by sponsoring sports teams, have reaped the rewards for their investment, both on and off the pitch.
As football continues to grow and become even more accessible to people all over the world, the opportunities for businesses to etch their name in sporting history become even greater.
At SPORTFIVE, we connect the biggest rights-holders in sport to the world’s leading brands.
If you want to find out more about sponsorships in sport and our work, feel free to get in touch.