On a global scale, most football historians agree that the Peñarol Football Club introduced the concept of jersey advertising sponsorship to the sports world for the first time in the 1950s .

Nowadays, the problems faced by various clubs and sponsors are still in the way of cooperation, looking for a mutually beneficial and win-win way.

 The Birth of the Jersey Advertisement

In retrospect, there are two different arguments for Derek Dougan's behavior in 1976. One view is that he lead the football alone from dark to light, because he makes it possible for the club to earn a lot of extra income by embracing the market; others think he is the assistant of the devil Satan, and that is exactly him. Let the sport of football become more simplistic and lacking in the process of globalization. In any case, Dugan means a lot to the sport of football.

As a player, Dugan's talent is outstanding in the history of the Wolverhampton wolves. In addition, he is a frequent visitor to the Northern Ireland national football team with his excellent skills.

Finally, in the 1975-76 season, Dugan ended his career in the non-league team Kittin Football Club. In fact, he was a three-time player coach and CEO. In addition, Dugan was the chairman of the England Professional Football Players Association, but he was not afraid of a conflict of interest with the association.

Duogen, who is innovative, eye-catching and not afraid of adventure, has also recorded his own personal mini-album (EP), which includes his own cover of Kaleidoscope's song "A Dream for Julie". Revised to express a tribute to teammates. In addition, Dugan was one of the people who publicly supported the British psychedelic music. He was also one of the first football players to shave his head.

At the time, as the CEO of Kittington Football Club, Dugan reached an agreement with the local tyre manufacturer Kettering Tyres. The club printed the sponsor's name on the front of the jersey. In return, Kettering tires will pay the team's four-figure sponsorship fee, but the specific sponsorship amount is unknown to today.

On January 21, 1976, Kittington Football Club met with Bath City Football Club in the Southern League .

Southern League: is a football league played by semi-professional and amateur teams in southwest England, south-central England and Midlands and South Wales. Since its establishment in 1894, the structure of the Southern League has undergone several changes. It is now divided into three levels consisting of 66 clubs.

At first, Dugan slammed the club jersey chest logo into Kettering T. He said that T is an abbreviation of town, not an abbreviation for tyres. The league is not satisfied with this explanation and threatens that the club will impose a high fine of £1,000 if he does not remove all the letters. In April of the same year, because he did not want to be punished, Dugan and the club made a compromise, and the cooperation with the sponsor had to be terminated .

However, due to feeling unfairly treated, Dugan used his good contacts to get support from other big clubs. He combined with Derbyshire and Bolton Football Club to continue to defend the jersey advertising sponsorship.

The jersey advertising sponsorship has already been accepted in the European continent. All levels of the league are sponsored by the jersey advertising to bring a large amount of extra income, it is difficult to disagree.

At that time, Derbyshire had reached an agreement with automaker Saab . Many Derbyshire players are driving in Saab-sponsored cars, but the jerseys with their logos are strictly limited to the preseason friendly . In the end, the FA is still compromising, and the future of the jersey advertising sponsorship seems to have become clear in the 1977-78 season.

Ironically, however, Kittington Football Club did not find a sponsor to cooperate in that season.

Soon, the Hibernian Football Club, one of two Scottish clubs in Edinburgh, became the first professional football club in the UK to wear a sponsored logo jersey in the 1977-78 season. The sponsor at the time was the famous British sports brand Bukta based in Manchester County.

In the south of England, the differences between football leagues and television companies are in a stalemate. Television organizations such as the BBC and ITV have refused to broadcast the highlights of teams with sponsored logo jerseys. In 1979, the appeal of Liverpool Football Club was met, and they signed a two-year, £100,000 sponsorship contract with Japanese electronics company Hitachi. However, the contract stipulates that the club cannot wear this jersey to participate in European competitions and in local British events with live TV.

Together with the TV company, there are high-level and professional football players who are consigned about the sponsor logo jerseys and related clubs . They worry that too many logos will affect the color of the club's traditional jerseys.

Grungy Advertising Sponsors Development in Europe

Compared with other football clubs in continental Europe, the British football advertising sponsorship has fallen behind several positions.

On a global scale, most football historians agree that the Peñarol Football Club first introduced the concept of jersey advertising sponsorship to the sports world in the 1950s . But it is not very clear about how they got the details of the jersey advertising sponsorship. Then in Europe, Austria and Denmark were among the first countries to recognize the legal sponsorship of jersey advertising . Until the 1970s, some clubs in Germany were a little loose in law and rules, and slowly began to try jersey advertising sponsorship.

The first German football league to allow jersey advertising sponsored by the Bundesliga , dating back to 1973, even earlier than the 1976 Dugan and Kittning Football Club's "hidden hide" jersey advertising sponsorship.

The Eintracht Braunschweig, like Dugen, was rejected when it first applied for a sponsored trademark on the jersey. When Jaegermeister (Jaegermeister, German No. 1 liquor, Germany's first alcohol brand) sponsored Braunschweig, the club voted to remove the club emblem on the jersey and vacated the logo of the wild grid in order not to be rejected again. . At that time, the Bayern Munich player's jersey was similar to the Adidas red T-shirt. With Brunswick's precedent, Bayern also removed the team logo on his jersey, magnified the logo of the team equipment supplier and printed it on the chest of the shirt. Soon after, the German Football Association compromised, ending the dispute and officially approving the jersey advertising sponsorship.

In 1978, Udinese rewrote the history of the Italian team without sponsorship. Team owner, Italian ice cream merchant Teofilio Sanson, put his name on the side of the player's shorts. The Italian Football Association was very angry and imposed a fine on him. Even the warning documents were not issued, which is more direct than the FA. However, in 1979, the Italian Football Association finally compromised, allowing the club to pull the shirt advertising sponsorship.

Unsurprisingly, because the Italians are very loyal to the tradition and advocating the bureaucracy, the Italian team's jersey advertising sponsorship is a lot behind other countries . It was not until the mid-1990s that Italian clubs had all the jersey advertising sponsors.

Juventus tried earlier, and in 1979 they wore a jersey named after Ariston, the Italian domestic electrical appliance manufacturer. Gaming companies have always had the tradition of sponsoring teams, and some clubs have joined this group.

In 1981, the clothing company Pooh became the sponsor of the jersey advertising in AC Milan, while the sponsor of Rome was the Italian brand Barilla, the sponsor of Lazio was Tonini, the distributor of electronic products Inno-Hit sponsored Inter Milan

The same was in Spain, and it was not until the late 1980s and early 1990s that clubs found sponsored jerseys. Real Madrid pioneered La Liga. In 1982, they began wearing the jersey of the old Italian appliance giant Zanussi.

It is particularly worth mentioning that the Vigo Celta Club has only one jersey advertising sponsor from start to finish . Since 1986, the trademark of the team's sky blue jersey has always belonged to Citroen, and has never changed hands. Citroen is very proud of this. Also famous in history is the Barcelona Football Club, which was not accepted until 2006.

The history of the Madrid Athletics jersey advertising sponsorship is unique and the sponsors have changed many times. Like most La Liga clubs, the team did not have a shirt advertising sponsor until the mid-to-late 1980s.

Choice of Jersey Advertising Sponsors

Looking at the football world, most clubs in most countries have jersey advertising sponsors in the mid-eighties, and have not turned history back since.

In general, the giant clubs are always able to attract larger companies with longer contracts and more profitable . Small clubs can only do their best. Usually, the duration of the sponsorship contract is short, and the contract parties are mostly local companies and enterprises. There are also very few cases where they can make a profit with local companies , for example; Ajax (Dutch Bank), Copenhagen (Carlsberg), Parma (Parmalat), Egypt Inhoven (Philips) and Newcastle United (Newcastle Brown Al Beer).

Although the emergence of jersey advertising sponsorship is relatively late, its reason are not difficult to find. The types of company operations of top league jersey advertising sponsors reflect the global market conditions.

In the mid-eighties, large Japanese electric companies monopolized the sponsorship of European luxury clubs from beginning to end. Manchester United (Sharp), Arsenal (JVC), Liverpool and AC Milan (Hitachi), Everton (NEC), Manchester City (Brother Industry Co., Ltd.), Atletico Madrid and Mita Copiers, Ajac (TDK) and Hamburg (Hitachi and Sharp).

After the Japanese financial bubble burst, the status of these companies in the field of football began to be replaced by companies from emerging markets such as South Korea, China, Malaysia and Thailand , such as Everton (Chang Beer, Thailand), Leicester City (King Power, Thailand) Chelsea (Samsung South Korea), Queens Park Rangers (Malaysia AirAsia), and even two Philippine-based gambling agency sponsors, Dafabet, Hull City (12Bet). Although all of these examples come from the Premier League, the rules of other major leagues in Europe are similar.

In addition, the products of these companies have obvious rules to follow. Especially in England, there were many liquor companies in the 1980s and 1990s.

Holsten Pils, Carlsberg (Liverpool), Shipstones (Nottingham Forest), McEwans (Blackburn) and Coors (Chelsea), both of which have signed long-term contracts. However, the advertising of tobacco and alcohol has gradually become a taboo in the sports world, and these companies no longer appear. Fortunately, our moral critique does not seem to continue, and many clubs are now sponsored by bookmakers and banks!

For a while some clubs in Italy and Spain do not have a jersey chest advertising sponsor. This is directly related to the economic difficulties of the two countries.

The top two league teams in the Italian capital, Rome and Lazio, do not have jersey chest advertising sponsors. Lazio has no jersey chest advertising sponsors for nearly a decade, and its city team is about to enter the third season without a shirt chest advertising sponsorship. In fact, nearly a third of Italy's top clubs don't have jersey chest advertising sponsorship.

Why is this so? Mainly because Italian companies do not have spare money to invest in "luxury advertising."

Moreover, the Italian team is not attractive enough for larger, truly international companies. Only clubs that regularly participate in the Champions League can have enough appearances.

Emirates is a sponsor of Arsenal. Emirates' contract with Arsenal is worth £30 million a year, including a higher level of sponsorship – stadium naming rights. Although the contract is already quite substantial, considering the contract between Manchester United and the American car company Chevrolet, it is dwarfed. From the time of signing to 2021, Manchester United will recover £53 million a year and retain its original stadium name. The agreement between Chelsea and Yokohama Japan is worth 40 million pounds a year.

The Premier League club receives an average of £11 million from the jersey advertising sponsorship, with a total value of £220 million , which is £120 million higher than the Bundesliga. La Liga has a total income of 82 million pounds (an average of 4.1 million pounds per team), a total income of 70 million pounds in the French league (an average of 3.5 million pounds per team), the total income of the Serie A, a total of 61 million pounds (average 3 million pounds per team ).

Although these amounts have been quite amazing, it is worth noting that jersey advertising sponsorship does not mean shameless publicity and profitability. In the 1985/86 season, West Bromwich was wearing a jersey with a "no smoking" sign, and the West Midlands Health Organisation reached a two-year contract with the team.

Of course, the business of Barcelona and UNICEF should also be among the "good things".

Barcelona did not accept shirt advertising until 2006, and have been repulsive. UNICEF a humanitarian organization printed its logo on the Barcelona jersey and receives a $1.2 million donation from the club each year. However, it is worth mentioning that in 2014 Barcelona and the Qatar Foundation signed a jersey chest advertising sponsorship agreement. The UNICEF logo was moved to the back of the jersey, and the club receives $200 million in revenue through the non-profit organization for five years.

In addition, the fans of the European Low-Level League, Central and South America and Asia have witnessed the interest of the ugly jersey into a mobile billboard. It is understood that some teams have more than a dozen different company logos on their jerseys. The jersey of the Puebla team in Mexico is so exaggerated, it is a typical living example. In addition, the Swedish club Mjallby AIF (As shown below)

A variety of jersey advertisements have opened up a big era for sports sponsorship, but how many advertisements are worth advertising and how many are not , sports brands need to have their own considerations. In the final analysis, the problems facing the various clubs and sponsors will always be in a variety of cooperation, looking for a mutually beneficial and win-win way.