Following today’s news (Wednesday 21 April) that the proposed European Super League will likely not go ahead;

Conrad Wiacek, Head of Sport Analysis at GlobalData, a leading data and analytics company, offers his view on the state of the sponsorship market:

“The six Premier League clubs who attempted to breakaway and form a Super League took a calculated risk with a view to securing a more profitable commercial future. However, with the Super League proposal lasting less than 48 hours, there is a chance that this risk was a significant misstep. The six clubs involved have over $1bn worth of partnership agreements in place, all of which may now be under threat.

“With the Premier League media rights going to tender shortly ahead of the renewal at the end of the 2021/22 season, the bargaining position for the Premier League with broadcasters will be significantly weakened, with over $5bn worth of domestic TV deals unlikely to be renewed at the same rate, especially with the added impact of the COVID-19 pandemic.

“Furthermore, we are likely to see brand partners of the six clubs looking carefully at their partnership agreements with a view to either re-negotiate or walk away entirely with Tribus Watches, Liverpool’s global timing partner, terminating their agreement due to the Super League move. Brands such as Teamviewer, who recently signed a $65m a year for Manchester United’s front of shirt partner, may want to re-evaluate this agreement so as not to suffer reputational damage by association.

“While the Super League seems to be dead on arrival after a tumultuous 48 hours, the residual damage of the entire episode is unlikely to dissipate so quickly.”