2017/18 Champions League kit and shirt sponsors

2017-18 Champions League sponsors
For some brands it is a blessing when the team they sponsor qualifies for the Champions League. It means more international exposure. For others it is a must, as they entered the sponsorship agreement with the idea of getting Champions League exposure.

Below we look at the brands that are shirt sponsors of this year’s 32 Champions League teams. We also see which sports apparel brands are kit sponsors, or what some call technical suppliers.

At the bottom of the article you will find a table of the kit and shirt sponsors of the 2017/18 Champions League teams.

Check out our article about the 2018-2019 Champions League kit and shirt sponsors

Kit sponsors – key takeaways

  • Six different sports brands supply the 2017/18 Champions League teams: Adidas, Nike, New Balance, Kappa, Macron and Puma
  • Adidas sponsors the most teams with 13. Followed by Nike (12) and New Balance (4)
  • Nike sponsors the most directly qualified teams with 11

Breakdown of kit sponsors per brand


2017/18 Champions League kit sponsors per brand

There are 13 (41%) Adidas teams in the 2017/18 Champions League

Shirt sponsors – key takeaways

  • 28 different companies sponsor the 2017/18 Champions League teams
  • 30 teams have a shirt sponsor, two teams don’t – AS Roma* and Sevilla**
  • Emirates is the only brand sponsoring multiple teams (3)

It is interesting to see the kind of services and products these brands deliver to the market. For example if you look at the 2017/18 Premier League shirt sponsors there are a lot of gambling companies.

So in which industries are the UCL teams’ sponsors active?

We can roughly categorise the companies in 13 different industries. The airline* and telecommunications industries sponsor the most teams, with both four teams (note: Emirates is counted three times). The automotive, financial services, gambling and energy industries follow with each three teams.
Two sponsors are active in multiple sectors and are a holding or conglomerate.

Breakdown of shirt sponsors per industry

2017/18 Champions League shirts sponsors per industry

The airline and telecommunications industries have the most shirt sponsors, with each four.

Where do the shirt sponsors come from?

To see where the 30 shirt sponsors come from we look at where the companies have their headquarters. Three takeaways:

  • 15 teams have a shirt sponsor from their home nation
  • Dubai – three times Emirates – and Russia – FEDCOM, Rosetti and LUKoil – sponsor the most teams
  • Most of the shirt sponsors, with more than half, come from Europe, followed by the Middle East and Asia (both 4)

Number of shirt sponsors per region

2017/18 Champions League shirts sponsors per region

20 of the 30 shirt sponsors come from Europe


2017/18 Champions League kit and shirt sponsors

Team (country)Kit sponsorShirt sponsorIndustry shirt sponsorBuy it on Amazon
Qarabag FK (AZE)AdidasAzersunVarious 
Anderlecht (BEL)AdidasAllianzFinancial services 
APOEL CK (CYP)NikePariMatchGambling 
Chelsea (ENG)NikeYokohama TyresAutomotive 
Liverpool (ENG)New BalanceStandard CharteredFinancial services 
Manchester City (ENG)NikeEtihad AirwaysAirline 
Manchester United (ENG)AdidasChevroletAutomotive 
Tottenham Hotspur (ENG)NikeAIA(Life) insurance 
Atlético Madrid (ESP)NikePlus500Online trading (financial services) 
FC Barcelona (ESP)NikeRakutenInternet & e-commerce 
Real Madrid (ESP)AdidasEmiratesAirline 
Sevilla (ESP)New Balance-** 
AS Monaco (FRA)NikeFEDCOMAgriculture 
PSG (FRA)NikeEmiratesAirline 
Bayern München (GER)AdidasT-MobileTelecommunications 
Borussia Dortmund (GER)PumaEvonikSpecialty chemicals 
RB Leipzig (GER)NikeRed BullBeverage 
Olympiacos (GRE)AdidasStoiximanGambling 
AS Roma* (ITA)Nike-* 
Juventus (ITA)AdidasJeepAutomotive 
SSC Napoli (ITA)KappaLeteBeverage 
Feyenoord (NED)AdidasQurrentEnergy 
FC Porto (POR)New BalanceAltice/MEOTelecommunications 
S.L. Benfica (POR)AdidasEmiratesAirline 
Sporting CP (POR)MacronNOSTelecommunications & media 
CSKA Moscow (RUS)AdidasRosettiEnergy 
Spartak Moscow (RUS)NikeLUKoilOil and gas (energy) 
Celtic (SCO)New BalanceDafabetGambling 
NK Maribor (SVN)AdidasSAVAInsurance 
FC Basel (SUI)AdidasNovartisPharmaceuticals 
Besiktas JK (TUR)AdidasVodafoneTelecommunications 
Shakhtar Donetsk (UKR)NikeSCMVarious 

* At the end of April 2018, AS Roma announced Qatar Airways as shirt sponsor (previously none). The airline brand was visible on Roma’s shirts in the semifinals.

**In February 2018, Sevilla announced that the logo of online games company Playtika would feature on their shirts.

Read about the 2016/17 Champions League kit and shirt sponsors

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