Overview of the 2019/20 Champions League sponsors
Similar to previous seasons we analyse the kit and shirt sponsors of the 32 teams participating in the UEFA Champions League (UCL). We also take a look at the Champions League sponsors and partners. With the world’s best players competing, great exposure and millions at stake, Europe’s biggest club competition will again be a spectacle to watch.
Related: Overview UCL 2020/21 | 2018/19 | 2017/18 | 2016/17 | 2015/16
Related: 2019/20 sponsorships Premier League, Bundesliga and La Liga
Breakdown of 2019/20 Champions League kit sponsors
Kit sponsors – key takeaways
- 9 different sports brands supply the 2019-2020 Champions League teams: Adidas, Jako, Joma, Kappa, Macron, New Balance, Nike, Puma, and Under Armour
- 1 brand less is represented compared to the 2018/19 UCL season and 3 more brands than in the 2017-2018 UCL season
- PSG plays with both Nike and Jordan (a Nike brand) branded kits in the Champions League
- Nike sponsors the most teams with 12 – followed by Adidas (8), Puma (4), Macron and New Balance (both 2)
- 3 clubs changed kit supplier in 2019 – all switching to Puma: Manchester City (was Nike), Slavia Prague (was Umbro) and Valencia (was Adidas)
| Team (country) | Kit sponsor | Buy from Amazon (Paid Link) |
|---|---|---|
| RB Salzburg (AUT) | Nike | |
| Club Brugge (BEL) | Macron | |
| Genk (BEL) | Nike | |
| Dinamo Zagreb (CRO) | Adidas | |
| Slavia Prague (CZE) | Puma | |
| Chelsea (ENG) | Nike | Home | Away |
| Liverpool (ENG) | New Balance | Home | Away | Third |
| Manchester City (ENG) | Puma | Home | Away | Third |
| Tottenham Hotspur (ENG) | Nike | Home |
| Atlético Madrid (ESP) | Nike | Home | Away |
| FC Barcelona (ESP) | Nike | Home | Away |
| Real Madrid (ESP) | Adidas | Home | Away | Third |
| Valencia (ESP) | Puma | Home | Away |
| Lille (FRA) | New Balance | |
| Olympique Lyon (FRA) | Adidas | Home Ligue 1 | Away Ligue 1 |
| PSG (FRA) | Jordan Brand – Nike | Home| Away |
| Bayern München (GER) | Adidas | Home |
| Borussia Dortmund (GER) | Puma | Home | Away |
| RB Leipzig (GER) | Nike | Home | Away |
| Bayer Leverkusen (GER) | Jako | Home | Away |
| Olympiacos (GRE) | Adidas | |
| Atalanta (ITA) | Joma | |
| Internazionale (ITA) | Nike | Home | Away |
| Juventus (ITA) | Adidas | Home |
| SSC Napoli (ITA) | Kappa | Napoli Amazon store |
| Ajax (NED) | Adidas | Home | Away |
| Benfica (POR) | Adidas | |
| Zenit St. Petersburg (RUS) | Nike | Home |
| Lokomotiv Moscow (RUS) | Under Armour | |
| Crvena zvezda (SRB) | Macron | |
| Galatasaray (TUR) | Nike | Home |
| Shakhtar Donetsk (UKR) | Nike |
Shirt sponsors – key takeaways
- All 32 teams have a shirt sponsor – in previous seasons some clubs had none
- 29 different companies sponsor the 2019/20 Champions League teams
- Emirates (Real Madrid and Benfica), Gazprom (Zenit St. Petersburg and Crvena zvezda) and Red Bull (Salzburg and Leipzig) are the only brands sponsoring multiple teams
- As gambling advertisements are prohibited in some countries, several clubs could have no or a different logo on their kits in matches
It is interesting to see the kind of services and products these brands deliver to the market and to compare them with ‘regular’ leagues. For example if you look at the 2019/20 Premier League shirt sponsors, 10 out of 20 shirt sponsors are gambling companies. In this year’s Champions League season there are four clubs with a gambling sponsors while last year there was only one.
So in which industries are the UCL teams’ sponsors active?
We can roughly categorise the companies into 16 different industries. The financial services and gambling industries sponsor the most teams with each four teams, followed by the airline, automotive and beverage industries (all 3).
Breakdown of 2019/20 Champions League shirt sponsors per industry
The financial services and gambling industries sponsor the most teams with each four teams.
Where do the shirt sponsors come from?
To see where the shirt sponsors come from we looked at where the companies have their headquarters. Key takeaways:
- Most of the shirt sponsors come from Europe (19), followed by countries that lie in Eurasia, Asia and the Middle East (all 4)
- 1 North American company completes the shirt sponsors
- 18 teams have a shirt sponsor from their home nation
- France, Germany, Italy and Russia have the most shirt sponsors (all 3)
- 3 of the 4 Middle Eastern shirt sponsors are active in the airline industry – Emirates (2) and Etihad Airways (1).
| Team (country) | Shirt sponsor | Industry shirt sponsor |
|---|---|---|
| RB Salzburg (AUT) | Red Bull | Beverage (and Media) |
| Club Brugge (BEL) | Unibet | Gambling |
| Genk (BEL) | Beobank | Financial services |
| Dinamo Zagreb (CRO) | Lana Grupa | Printing |
| Slavia Prague (CZE) | Citic Group | Financial services |
| Chelsea (ENG) | Yokohama Tyres | Automotive |
| Liverpool (ENG) | Standard Chartered | Financial services |
| Manchester City (ENG) | Etihad Airways | Airline |
| Tottenham Hotspur (ENG) | AIA | (Life) insurance |
| Atlético Madrid (ESP) | Plus500 | Online trading (financial services) |
| FC Barcelona (ESP) | Rakuten | Internet & e-commerce |
| Real Madrid (ESP) | Emirates | Airline |
| Valencia (ESP) | Bwin | Gambling |
| Lille (FRA) | Boulanger | Retail consumer electronics |
| Olympique Lyon (FRA) | Veolia | Environmental services |
| PSG (FRA) | Accor Live Limitless | Hospitality |
| Bayern München (GER) | Deutsche Telekom | Telecommunications |
| Borussia Dortmund (GER) | Evonik | Specialty chemicals |
| RB Leipzig (GER) | Red Bull | Beverage (and Media) |
| Bayer Leverkusen (GER) | Barmenia | Insurance |
| Olympiacos (GRE) | Stoiximan – Iroes | Gambling |
| Atalanta (ITA) | Radici Group | Specialty chemicals |
| Internazionale (ITA) | Pirelli | Automotive |
| Juventus (ITA) | Jeep | Automotive |
| SSC Napoli (ITA) | Lete | Beverage |
| Ajax (NED) | Ziggo | Telecommunications |
| Benfica (POR) | Emirates | Airline |
| Zenit St. Petersburg (RUS) | Gazprom | Oil and gas (energy) |
| Lokomotiv Moscow (RUS) | Russian Railways | Rail transport |
| Crvena zvezda (SRB) | Gazprom | Oil and gas (energy) |
| Galatasaray (TUR) | Terra Pizza | Restaurant |
| Shakhtar Donetsk (UKR) | Parimatch | Gambling |
2019/2020 Champions League sponsors
The Champions League lists eight official partners on their website. The industries these partners come from are relatively predictable, with automotive, financial services, beverage among them. Noticeable is that five out of eight have their headquarters outside Europe with three in the USA and two in Japan.
| Partner | Industry | Headquarters |
|---|---|---|
| Nissan | Automotive | Japan |
| PS4 | Gaming | Japan |
| Gazprom | Oil and gas (energy) | Russia |
| Lays | Food | USA |
| Santander | Financial services | Spain |
| Mastercard | Financial services | USA |
| Hotels.com | Hospitality | USA |
| Heineken | Beverage | Netherlands |
Compare with the 2018/19 Champions League kit and shirt sponsors or take a look at our sports events overview to see important Champions League dates.
