No discounts. Of course, some will have lost a bit of appeal, because they were already eliminated in the first round of these Europeans. But the value, that is not. Because you know, the shirt of a football team adheres to the skin and heart, it is something that overlaps, almost to the point of identifying itself, with the emotional and passionate sphere of every fan. In short, a safe haven asset that never devalues, and that indeed acquires value over time, enriched with other emotions and memories. It is therefore not surprising that – according to Nielsen Sport Sponsor-Globe data – the 24 jerseys present at Euro 2020 are worth a total of 238 million euros (taking into account the total sum of the annual payments of the supply contracts). Numbers inevitably destined to rise especially for those who will raise the continental trophy to the sky, on the night of 11 July at Wembley.
The game of brands
There are 6 technical suppliers present at Euro2020: there are 9 Nationals dressed in Nike; those Adidas 8; followed by Puma (4, including the Azzurri), Hummel, Jako and Joma (one each). In fact, Nike and Adidas absorb 86% of the value of the technical sponsorships of the European Championship. Nothing surprising, as these are the two giants of the sector, which combine the power of the brand with a distribution network made up of stores and single-brand franchising points of sale well rooted in the main continental countries.
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More money to the big names
As almost normal, it is the representatives of the main European leagues and federations that best capitalize on the brand linked to the national team. Here then is that reigning world champion France receives 50.5 million euros per season from Nike, just a few coins (so to speak …) more than what Adidas guarantees to Germany (50 million). England (37 million from Nike), then here are Italy (22 from Puma) and Spain (20 from Adidas). Distanced from the continental football nobility here is the bourgeoisie, although well represented by Portugal, the holder of the trophy, by Holland and Russia, in short, an average range that is around 10 million per year, in a ranking that Turkey finds in the “safety zone” (about 3.5 million per year) and, after all, North Macedonia and Finland, which amount to around half a million euros.
Blue from the feline to the three stripes
Italy which therefore boasts a more than appreciable fourth place in Europe (which we hope will be something much more, instead, on the field …), and the fifth worldwide, given the 31.6 million euros that Nike guarantees to Brazil , which clearly wins the commercial match with Argentina, which derives 11.9 million euros from Adidas from its albiceleste shirt. And the famous Teutonic brand of the three stripes will be the new technical sponsor of Italy after Qatar 2022. The contract, which will start on January 1, 2023, should guarantee the Azzurri between 30 and 40 million, therefore the engagement with the Leoni d ‘England. A big leap, if you think that the Italian national team jersey is the last to have been designed by the technical sponsor, because until 2002 with Kappa, no commercial brand had ever appeared on the blue uniform.