Case studies

Commercial strategy assistance for the FA Premier League

The Deloitte Sports Business Group was appointed by the Premier League to evaluate the potential for more aggregated sponsorship and licensing models, compared to the current structure where the majority of rights are controlled and marketed individually by clubs.

Our work included an assessment of the Premier League’s current sponsorship and licensing model and the revenues generated therefrom. In assessing future options we consulted with major global sponsors to understand their perception of the Premier League’s current sponsorship and licensing landscape, as well as understanding what would drive value for them under alternative models. We also analysed the models adopted by other benchmark competitions, and their relevance and applicability to the Premier League.

Our findings provided the Premier League’s Commercial Working Group with a detailed assessment of their current sponsorship and licensing structure, an understanding of what would drive value for major global corporates, and the potential model options that could be adopted in future as well as the implementation challenges under these options, and how these could be overcome.

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