The commercial power of Barcelona and Real Madrid has pushed Spainâ€™s La Liga to the top of the European merchandise and licensing revenue charts, according to a study by Sport+Markt and PR Marketing, reports Sport Business.
The European Football Merchandising Report 2010 has revealed that La Liga surpassed Englandâ€™s Barclays Premier League to generate Eur190 million in the 2009-10 season. However, almost 80% of the total was generated by the countryâ€™s two biggest clubs, Real and Barcelona, while Englandâ€™s revenues of Eur168 million were â€śdistributed much more evenlyâ€ť.
The study found that the clubs in Europeâ€™s five top leagues generated turnover of Eur631 million in the 2009-10 campaign â€“ a rise of 6% in comparison with the 2008 investigation. With merchandising income of Eur130 million, the German Bundesliga is ranked in third place, followed by Italy's Serie A (Eur77 million) and France's Ligue 1 (Eur67 million).
â€śThe boom in European football merchandising is ongoing,â€ť said Dr Peter Rohlmann of PR Marketing. â€śHowever, it is primarily the less established leagues that can look forward to significant growth, as they are gradually identifying the importance of club merchandising in brand management.â€ť
Supplemented by the income of teams from the top divisions in the Holland, Poland, Russia, Turkey and Ukraine, the top flight clubs from the continentâ€™s 10 biggest leagues generated total revenues of Eur727 million from merchandising and licensing.
The top-selling merchandise item at European clubs remains the team shirt, with 13.7 million sold during the 2009-10 season.
Sport+Markt senior consultant Andreas Ullmann added: â€śJersey sales represent the core business of many clubs and are often responsible for around 50% of merchandising revenue.â€ť