Overview of the 2020/2021 Champions League sponsors

2020 2021 Champions League sponsors

Similar to previous seasons we analyse the kit and shirt sponsors of the 32 teams participating in the 2020/2021 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 article:

Overview of the 2022/2023 Champions League sponsors

An overview of the 2022/2023 Champions League sponsors, including kit, shirt and sleeve sponsorships and official league partners.

Breakdown of 2020/2021 Champions League kit sponsors

Number of teams per kit sponsor Champions League 2020 2021

Kit sponsors – key takeaways

  • Seven different sports brands supply the 2020/2021 Champions League teams: Adidas, Bilcee, Joma, Macron, New Balance, Nike and Puma
  • Respectively two and three brands less compared to the 2019/2020 and 2018/2019 UCL season
  • PSG plays with both Nike and Jordan (a Nike brand) branded kits in the Champions League
  • Nike once again sponsors the most teams with 13 – followed by Adidas (seven), Puma (six), Macron and New Balance (both two)
  • Three clubs changed kit supplier in 2020: Liverpool (was New Balance), Lokomotiv Moscow (was Under Armour) and Istanbul Basaksehir (was Macron)

2020/21 Champions League kit sponsors

Team (country)Kit sponsorBuy from Amazon (Paid Link)
RB Salzburg (AUT)Nike 
Club Brugge (BEL)MacronHome
FC Midtjylland (DEN)Nike 
Chelsea (ENG)NikeHome | Away | Third
Liverpool (ENG)Nike 
Manchester City (ENG)PumaHome | Away | Third
Manchester United (ENG)AdidasHome | Away | Third
Atlético Madrid (ESP)NikeHome
FC Barcelona (ESP)Nike 
Real Madrid (ESP)Adidas 
Sevilla (ESP)NikeHome | Away | Third
Marseille (FRA)PumaHome | Away
PSG (FRA)Jordan Brand – NikeHome Nike| Away Nike
Rennes (FRA)Puma 
Bayern München (GER)AdidasHome | Away | Third/UCL
Borussia Dortmund (GER)PumaHome
Borussia Mönchengladbach (GER)PumaHome | Away | Third
RB Leipzig (GER)NikeHome | Away | Third
Olympiacos (GRE)Adidas 
Ferencvaros (HUN)Nike 
Atalanta (ITA)JomaHome
Internazionale (ITA)NikeHome | Away
Juventus (ITA)AdidasHome | Third
Lazio (ITA)MacronHome | Away
Ajax (NED)AdidasHome
Porto (POR)New Balance 
FC Krasnodar (RUS)PumaHome
Lokomotiv Moscow (RUS)Adidas 
Zenit St. Petersburg (RUS)NikeHome | Away
Istanbul Basaksehir (TUR)Bilcee 
Dynamo Kyiv (UKR)New BalanceHome
Shakhtar Donetsk (UKR)Nike 

Shirt sponsors – key takeaways

  • 30 teams have a shirt sponsor, two do not – Lazio and Dynamo Kyiv
  • 27 different companies sponsor the 2020/2021 Champions League teams
  • Red Bull (Salzburg and Leipzig), Plus500 (Atalanta and Atlético Madrid) and  Deutsche Telekom (Bayern München and subsidiary Magyar Telekom for Ferencvaros) 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 certain 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 2020/2021 Premier League shirt sponsors, 40 percent (eight out of 20) of the shirt sponsors are gambling companies. In this year’s Champions League season 17 percent (five out of 32) of the clubs have a gambling sponsor while last year there was only one (three percent).

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

We can roughly categorise the companies into 13 different industries. While there were 16 different industries last season (note: all 32 teams had a shirt sponsor last season). The telecommunications industry sponsors the most teams with six teams. Followed by the financial services, gambling (both five) and automotive (three) industries.

Compared to earlier seasons fewer teams are sponsored by airliners. This season just two: Manchester City and Real Madrid. In 2016/2017 there were six teams sponsored by an airliner, with Emirates sponsoring four teams.

Breakdown of 2020/2021 Champions League shirt sponsors per industry

Shirt sponsors per industry Champions League 2020 2021

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 (18), followed by countries that lie in Eurasia, the Middle East (both four) and North America (three)
  • One Asian company completes the shirt sponsors
  • 18 teams have a shirt sponsor from their home nation
  • Germany, Russia, the UK and the USA have the most shirt sponsors (all three)

2020/21 Champions League shirt sponsors

Team (country)Shirt sponsorIndustry shirt sponsor
RB Salzburg (AUT)Red BullBeverage, media & sport (conglomerate)
Club Brugge (BEL)UnibetGambling
FC Midtjylland (DEN)Arbejdernes LandsbankFinancial services
Chelsea (ENG)ThreeTelecommunications
Liverpool (ENG)Standard CharteredFinancial services
Manchester City (ENG)Etihad AirwaysAirline
Manchester United (ENG)ChevroletAutomotive
Atlético Madrid (ESP)Plus500Online trading (financial services)
FC Barcelona (ESP)RakutenInternet & e-commerce
Real Madrid (ESP)EmiratesAirline
Sevilla (ESP)Marathon BetGambling
Marseille (FRA)Uber EatsOnline food ordering
PSG (FRA)Accor Live LimitlessHospitality & Tourism
Rennes (FRA)SamsicBusiness services
Bayern München (GER)Deutsche TelekomTelecommunications
Borussia Dortmund (GER)1&1Telecommunications
Borussia Mönchengladbach (GER)FlatexOnline trading (financial services)
RB Leipzig (GER)Red BullBeverage, media & sport (conglomerate)
Olympiacos (GRE)Stoiximan – IroesGambling
Ferencvaros (HUN)Magyar Telekom (Deutsche Telekom)Telecommunications
Atalanta (ITA)Plus500Online trading (financial services)
Internazionale (ITA)PirelliAutomotive
Juventus (ITA)JeepAutomotive
Lazio (ITA)
Ajax (NED)ZiggoTelecommunications
Porto (POR)MEOTelecommunications
FC Krasnodar (RUS)WinlineGambling
Lokomotiv Moscow (RUS)Russian RailwaysRail transport
Zenit St. Petersburg (RUS)GazpromOil and gas (energy)
Istanbul Basaksehir (TUR)DecovitaCeramic
Dynamo Kyiv (UKR)
Shakhtar Donetsk (UKR)ParimatchGambling

2020/2021 Champions League sponsors

The Champions League lists eight official partners on their website. Compared to last season they changed Hotels.com for Expedia.com. However, both companies are owned by Expedia Group. The company, UEFA agreed a three-season deal with for the Champions League in 2018.

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.

2020/21 Champions League Partners

GazpromOil and gas (energy)Russia
SantanderFinancial servicesSpain
MastercardFinancial servicesUSA

Related: Overview UCL 2019/20 | 2018/19 | 2017/18 | 2016/17 | 2015/16
Related: 2020/2021 sponsorships Premier League, Bundesliga and La Liga

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