How Much Is a Football Club Shirt Worth? For a fan, a football shirt can easily cost between €50 and €100, depending on the club. But football shirts have long since become a lucrative business when it comes to sponsorship deals.
Just ask Real Madrid, who have just renewed their agreement with Fly Emirates. The new deal represents a major increase, with the UAE-based airline set to pay the Spanish giants €100 million per year. It is the biggest shirt sponsorship deal ever agreed.
Over the five-year contract, Fly Emirates will pay a total of €500 million, highlighting Real Madrid’s enormous commercial power when it comes to monetising their famous shirt.
Behind Real Madrid are Barcelona, whose deal with Spotify is worth €75 million per year. That represents a €25 million gap between the two Spanish rivals.
The music streaming platform also holds the naming rights to the Catalans’ stadium, the iconic Camp Nou.
Chelsea and English dominance
There are few changes to the ranking compared with last year.
However, the past few weeks have brought significant developments, showing that the football sponsorship industry remains highly attractive to brands and increasingly profitable for clubs.
Chelsea have signed a €58.5 million deal with Circle, the company behind USDC, the world’s most widely used stablecoin. As a result, the London club enter the ranking, replacing Tottenham.
The figure matches the value of the deals Liverpool and Arsenal have with Standard Chartered and Emirates respectively.
It is worth noting, however, that Liverpool agreed a new deal with Turkish Airlines last week, which is expected to be worth even more than Manchester United’s agreement with Snapdragon, currently valued at €70 million.
Manchester City, meanwhile, receive €65 million from Etihad Airways, which also sponsors French champions and two-time European champions PSG.
Bayern, Juve and PSG break into the ranking
English clubs dominate the list, which is led by two Spanish giants — a reflection of where much of the financial power in modern football lies.
Three clubs from outside England and Spain also feature in the ranking. As mentioned, one is Ligue 1 champions PSG. The other two are Bayern Munich of the Bundesliga and Juventus of Serie A.
In all three cases, their shirt sponsorship deals are valued at €65 million per year.
Top 10 Biggest Shirt Sponsorship Deals 2026-2027
- Real Madrid (Spain) Fly Emirates – €100 million
- Barcelona (Spain) Spotify – €75 million
- Manchester United (England) Snapdragon – €70 million
- Bayern Munich (Germany) T-Mobile – €65 million
- Juventus (Italy) Jeep – €65 million
- Manchester City (England) Etihad Airways – €65 million
- PSG (France) Qatar Airways – €65 million
- Arsenal (England) Fly Emirates – €58,5 million
- Liverpool (England) Standard Chartered – €58,5 million
- Chelsea (England) Circle – €58.5 million