European Top 5: 33.6% of clubs market their stadium naming rights, including 15/18 in the Bundesliga

33 of the 98 clubs participating in one of the European Top 5 (Bundesliga, Serie A TIM, LaLiga Santander, Ligue 1 Uber Eats and Premier League) have a stadium with a naming rights contract (33.6%):
• 15 of the 18 Bundesliga clubs (83.3%);
• 5 of the 20 clubs (25%) in both LaLiga Santander and Serie A TIM;
• 4 of the 20 clubs (20%) in both the Premier League and Ligue 1 Uber Eats.

The most lucrative contracts are around £10m (€11m) per year for Arsenal FC (Emirates Stadium) and Manchester City FC (Etihad Stadium), and €10m for Club Atlético de Madrid (Wanda Metropolitano).

Allianz, a German insurance group, holds the naming rights to three stadiums, with one in Germany, Italy and France:
• FC Bayern Munich (Allianz Arena).
• Juventus FC (Allianz Stadium).
• OGC Nice (Allianz Riviera).
Insurance is also the most represented business sector in terms of stadium naming rights, with 9 of the 33 stadiums (27.2%) under contract.

Excluding clubs in which the naming rights holder is a minority shareholder (Bayern Munich, for example) or owner (RB Leipzig), the longest stadium naming contract signed…