The Spanish Primera Division, La Liga, is the biggest struggler in Europe when it comes to shirt sponsorship, reports Sport Business. Several clubs went through the season without a shirt sponsor and if it had not been for the huge Eur32 million deal between FC Barcelona and the Qatar Foundation and Real Madrid's Eur21 million backing from Bwin, the total spend in the country would have been just Eur9 million, an average of Eur500,000 for the remaining clubs.

Simon Rines of International Marketing Reports, explained: "The difference in the size of TV deals that Barcelona and Real Madrid have compared to the rest of La Liga is already huge, but when sponsorship income is added, the financial imbalance just grows. With a deteriorating Spanish economy, the likelihood is that the situation will get even worse.

"A lot of the sponsorships in the division are with national companies and it is almost inevitable that they will be cutting back on their marketing budgets."

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